Gretchen Andrew (b. 1988) is an American artist who harnesses search engine art and AI to challenge and transform the negative impacts of the digital world on human life. Gretchen is renowned for her innovative fusion of traditional artistic mediums, including photography and oil painting, with advanced technologies like robotics, algorithms, and artificial intelligence.
After graduating from Boston College with a degree in Information Systems, Gretchen began her career in Silicon Valley, working at Intuit and Google, where Gretchen gained firsthand insight into how technology is often used to manipulate consumers rather than improve their lives. This realisation inspired her decision to leave Google and embark on a career as an artist. Gretchen then relocated to London in 2012 to train under artist Billy Childish until 2017, developing her artistic voice blending technology with creativity to critique and subvert the systems shaping our digital world.
Three of her major bodies of work — Affirmation Ads, Vision Boards, and the Facetune Portrait Series — exemplify her approach. Affirmation Ads repurpose the algorithms used in online advertising to embed positive affirmations into users’ digital spaces instead. In place of targeted advertisements, users encounter artwork labelled with the message, “I already have everything I need to be beautiful”. Inspired by revelations about the harmful effects of social media on mental health, this series empowers individuals to reclaim their digital environments, challenging profit-driven platforms like Facebook and Instagram.
Collages created using Google search results constitute Vision Boards. By juxtaposing traditionally feminine aesthetics with the male-dominated realms of AI and political power, Gretchen critiques the structural biases embedded in technology. Gretchen Andrew describes the internet as a “global subconscious”, shedding light on its limitations while demonstrating its immense potential. By creatively engaging with its imperfections, Gretchen reveals how this powerful tool can be shaped to envision new possibilities, emphasising the importance of responsible stewardship to prevent misuse.
In the Facetune Portrait Series, Gretchen uses custom robotics to apply popular beautifying AI algorithms to oil paintings. By blending traditional brushstrokes with digital distortions, the series highlights the dissonance between human reality and AI’s idealised perceptions. Through examples like reimagining Miss Universe contestants under these standards, Gretchen critiques the unchecked power of AI to shape societal beauty norms, stating, “Each brush stroke, each smudge, each painterly contradiction is a record of disagreement between how our faces and bodies actually look and how AI says we should be”.
Building on the success and influence of her work, Gretchen has garnered significant recognition in the art and technology worlds. In 2018, the V&A Museum in London published her book Search Engine Art, cementing her position as a trailblazer in the field. Gretchen’s work has been prominently featured in leading publications, including Fast Company, Flash Art, The Washington Post, Fortune Magazine, Monopol, Wirtschaftswoche, The Los Angeles Times, Forbes, and The Financial Times.
Gretchen Andrew’s work stands as a testament to the transformative power of art and technology when wielded thoughtfully. By blending traditional artistic practices with cutting-edge tools, Gretchen not only critiques the negative impacts of technology on human life but also highlights its immense potential for positive change. Her innovative approach draws attention to the ways we can reclaim and reshape the digital world to reflect values of empowerment, possibility, and self-determination. Through her art, Gretchen inspires a vision of technology that uplifts rather than exploits, reminding us that creativity and humanity can thrive even in a tech-driven age.
“Artist in Focus” is a new column that shines a light on individual artists by showcasing their portfolios and artworks, exploring their inspirations and personal journeys. As our team travels to various art fairs, festivals, art weeks, and biennales, we uncover emerging talents and share their stories, giving our readers an authentic glimpse into the artists who are shaping the contemporary art world today.