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Fortune
Fortune
Scott Belsky

Reimagining the artist’s signature so creative people can thrive—even as AI content explodes

Scott Belsky, Adobe’s Chief Strategy Officer. (Credit: Courtesy of Adobe)

The great Renaissance artist Michelangelo signed only one of his works, the Pieta. The reason he signed it was simple, according to his biographer: He overheard people attributing the work to another artist and wanted to make sure he got credit for his masterpiece.

By the end of the Renaissance, most artists were signing their work. And the reasons for the practice went beyond pride. Artists realized that their signatures could make their work more valuable to collectors. And if a nobleman knew who had made a beautiful piece for a friend, they’d be more likely to commission a work from that artist for themselves. The signature fostered attribution and bestowed the story of the artist on the artifact. German artist Albrecht Dürer, recognizing how much his name increased the value of his prints, went so far as to petition a court to protect his signature.

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