Affiliations:
1Faculty of Creative Technology and Heritage, Universiti Malaysia Kelantan, Kota Bharu, Malaysia
2Chengdu Academy of Fine Arts, Sichuan Conservatory of Music, Chengdu, China
This study investigates the role of Augmented Reality (AR) in shaping the connection between artistic intention and audience perception in contemporary art. Based on survey responses from 355 participants who engaged with AR-enhanced artworks, the results show that AR technology has a stronger effect on audience perception than the direct intention of the artist. While artistic intention guides how AR is applied, the technology introduces new interpretive possibilities that may alter or even replace traditional modes of artistic communication. These findings suggest a shift toward technology-mediated meaning-making in digital art, with significant implications for curatorial practice and artistic autonomy. The study also shows that AR can either limit or expand audience interpretation, depending on how it is used. Therefore, AR should be applied carefully to support artistic communication while preserving the viewer’s interpretive freedom. By addressing both theoretical and practical issues, this study offers guidance for artists and curators who wish to incorporate AR into their work. Future research should explore how different AR technologies influence various art forms to better understand the full scope of AR’s impact on the arts.
Augmented reality, Artistic intention, Viewer perception, Digital art, Curatorial practice
https://doi.org/10.21833/ijaas.2025.10.003
Nannan, G., Ibrahim, Y. B., Zailuddin, M. F. N. B. O., Heng, Y., Ying, X., & Xu, L. (2025). The role of augmented reality in mediating the relationship between artist intention and viewer perception. International Journal of Advanced and Applied Sciences, 12(10), 20–27. https://doi.org/10.21833/ijaas.2025.10.003