Nxt Museum and Prosus launch Nxt AI Residency to explore intent-driven AI
11 Sep 2025 * Amsterdam
Prosus and Nxt Museum teamed up this summer for a three-month artist AI residency focused on the cultural, emotional, and societal impact of intent-driven AI. The programme closes with a public showcase on 13-14 September at Nxt Museum, featuring four artists and studios working across sound, installation, and digital creation.
Why intent-driven AI matters for creatives
Intent-driven AI aims to interpret what people mean-not just what they click or type. Instead of reacting to commands, these systems anticipate goals and preferences based on patterns in past behavior.
For creatives, that means tools that suggest style choices before you ask, adapt to your voice, and predict next steps in your workflow. Benefits are clear: speed, coherence, and new forms of expression. So are the questions: authorship, agency, privacy, and consent.
For context on anticipatory design in UX, see this overview by Nielsen Norman Group: Anticipatory Design.
Inside the residency
Based at Nxt Museum in Amsterdam Noord and connected to Prosus's AI House Amsterdam, artists developed technical skills, explored new AI tools, and ran data-driven research. Prosus data scientists provided access to real-world tech, datasets, and expertise, while Nxt Museum convened mentors across art, technology, and academia.
"We partnered with Nxt Museum because leading in avant-garde technologies like AI requires building more than products - it requires a mass movement," said Euro Beinat, Global Head of AI and Data Science at Prosus. "The residency is part of our commitment to growing a strong AI community in Amsterdam, and connecting technologists, artists, and innovators who are addressing similar questions from different angles."
The artists
On 13-14 September, the four artists and studios will present final works and reflections at Nxt Museum: Farzaneh Nouri, Baast Studio, UNI_VERSE Team with Isabelle Udo and Sem Verbraak, and Feileacan Kirkbride McCormick.
UNI_VERSE shared: "We've explored the many ways AI touches creativity, from questions of intimacy to ownership, and it has been eye-opening. What resonated most was the chance to imagine, through our mentors and the installations: a future shaped by AI that isn't dystopian, but deeply human."
Farzaneh Nouri said: "A remarkable opportunity to delve into various aspects of AI in creative processes through sharing and exchanging insights with a brilliant community of thinkers and creators. The enriching experience fostered extensive learning and broadened my understanding across diverse viewpoints in the field."
Baast Studio's Roel Kok noted: "Assessing our relationship with AI as artists is now more relevant than ever. The residency and the workshops that were part of it really ignited our inspiration and helped us forward as creatives."
Feileacan Kirkbride McCormick added: "The residency offered space for contemplating intent in the context of the technologies that are actively marketed as the 'future present', and in doing so, underlined the need for alternative lines of questioning: to explore smaller, more obscure branches of technology that might offer us something the more mainstream approaches cannot."
What creatives can do now
- Prototype with constraints: small datasets, narrow prompts, clear outcomes
- Track data provenance and consent in your process docs
- Test for bias by comparing outputs across diverse inputs
- Write an authorship policy for your studio (who did what, with which model)
- Design opt-in moments: ask for intent rather than infer it by default
Attend the final showcase
Join the public showcase at Nxt Museum on 13-14 September. Details and tickets: Nxt x Prosus AI Residency.
About Nxt Museum
Nxt is an experimental art space in Amsterdam dedicated to immersive experiences at the intersection of art, science, and technology. It commissions and presents large-scale installations by pioneering living artists and runs public programs across music, movement, performance, and education. Its mission: seek, show, and question how tech impacts humanity through art.
About Prosus
Prosus supports leading lifestyle ecommerce brands across Europe, India, and Latin America, serving over 2 billion customers. Its ecosystem spans food delivery, payments, classifieds, travel, events, and mobility, with proprietary data and cross-service intelligence enabling new AI capabilities. Through Prosus Ventures, the team backs entrepreneurs innovating in AI, ecommerce, the digital AI workforce, and frontier technologies such as robotics, drones, and synthetic biology.
Skill up your practice
If you want practical training on AI for creative work, explore curated learning paths: Courses by Job and tools for visual creators: AI Tools for Generative Art.