In the realm of high-end art, galleries often serve as key gatekeepers, curating a limited selection that can perpetuate a cycle of exclusivity. This traditional model restricts opportunities for emerging artists and leaves many exceptional works unseen. Enter NALA, a groundbreaking platform founded by MIT alum Benjamin Gulak ’22, designed to disrupt this antiquated gallery system.
Originally conceived as a class project at MIT, NALA empowers artists to showcase their work online while leveraging machine learning and data science to provide personalized art recommendations for collectors. This innovative approach opens the doors to a broader array of artwork, breaking down the barriers set by conventional galleries and facilitating efficient connections between creators and art enthusiasts.
“There’s a wealth of untapped talent that often remains confined to local markets,” Gulak explains. “We’re democratizing the art scene, fostering a true meritocracy.” Instead of taking a commission from artists, NALA opts for an 11.5 percent fee added to the buyer’s purchase, ensuring that over 20,000 art aficionados and more than 8,500 artists benefit from its services.
“My vision is for NALA to become the premier destination for discovering, buying, and selling art online,” Gulak states. “The traditional gallery model has held sway for far too long, creating a narrow view of who gets recognized. Most buyers are unaware of how restrictive this industry can be.”
The Journey of a Founder
Hailing from Canada, Gulak’s ambition found its expression early on, leading him to MIT after an impressive childhood filled with science fairs and robotics competitions. By age 16, he created an electric, one-wheeled motorcycle, which earned him a spot on “Shark Tank” and accolades from Popular Science.
Though accepted to MIT in 2009, Gulak temporarily withdrew to launch a business fueled by his “Shark Tank” success. After a decade of raising over $12 million in capital and selling thousands of units worldwide, he decided to return to MIT to finish his degree, transitioning from mechanical engineering to a multidisciplinary focus on computer science, economics, and data science.
“After dedicating ten years to my business, I realized that reaching my goals required another decade, which didn’t sit well with me,” Gulak shares. “I missed the thrill of learning and the academic environment. I basically pleaded with MIT to take me back, and it was undoubtedly the best decision of my life.”
As he navigated the complexities of entrepreneurship, Gulak discovered a passion for painting. Art has always been an intrinsic part of his journey; he even pursued a fine arts study abroad program in Italy during high school. Commencing collaborations with notable galleries in cities like London, Miami, and St. Moritz, he began connecting artists from emerging markets—including Cuba, Egypt, and Brazil—to gallery owners.
“The results were astounding. These artists, who typically sold their work for about $50 to tourists, were now showcasing their pieces in prestigious London galleries and fetching prices upwards of 5,000 pounds,” Gulak recalls. “Same artist, same talent; just different buyers.”
In his third year at MIT, Gulak contemplated his future. While he considered various industries to launch a new venture, he soon discovered that the art world remained untouched by tech giants.
“The art industry feels archaic,” Gulak remarks. “Galleries monopolize small groups of artists, controlling prices entirely. Buyers often find themselves uninformed about true values, trapped in a system stacked with inefficiencies.”
At MIT, Gulak researched recommender systems used in social media and music apps, and he envisioned employing similar methods for the art world. “I was left perplexed by how poorly art platforms matched artwork to user preferences, despite having extensive data on their users,” he reflects. “My inbox would flood with recommendations that didn’t resonate with my taste, and it was frustrating.”
For a class project, he devised an algorithm to predict which pieces of art might be successful in a gallery context. By his final year, he came to a significant realization: working directly with artists presented a superior opportunity.
“Standard online platforms often charge hefty fees—up to 30 percent—while galleries can demand an additional 50 percent cut, leaving artists with a measly fraction of their sale price,” Gulak explains. “Our direct-to-artist model eliminates that excess, empowering creators.”
NALA, which stands for Networked Artistic Learning Algorithm, allows artists to register by uploading their artwork and completing a style questionnaire. They can set their prices and begin contributing to the platform rapidly.
The company initially utilized AI to align artworks with the most likely buyers. Although not every piece may sell instantly, Gulak emphasizes that the algorithm intelligently targets artworks based on aesthetic preferences and price points. NALA also manages sales and shipping logistics, ensuring artists receive 100 percent of their listed price.
“By foregoing commissions, we prioritize the artists,” Gulak insists. “Moreover, we provide an inclusive platform that welcomes all artists, which is a distinctive feature in this space. NALA is designed by artists, for artists.”
Recently, NALA introduced a captivating feature allowing buyers to capture photos of artworks they admire—revealing similar options from its extensive database.
“In museums, people often photograph masterpieces that might be financially out of reach. Now, they can discover contemporary artists producing similar works that they can afford to incorporate into their homes,” Gulak adds. “It democratizes art access.”
Supporting Artists on a Global Stage
A decade ago, Gulak was exploring the streets of Egypt when he stumbled upon a stunning mural. He persevered in finding its creator, Ahmed Nofal, on Instagram and purchased a few pieces. This connection later blossomed into opportunities for Nofal to showcase his work at World Art Dubai, leading to partnerships with prestigious venues like the Royal British Museum and Red Bull. Their collaboration culminated at Art Basel 2024, where they created an impressive mural at the Museum of Graffiti in Miami.
Gulak’s commitment to artists extends beyond his platform. For years, he has traversed Cuba, acquiring art and delivering supplies to friends in need, while also assisting artists in securing immigration documentation.
“Many proclaim a desire to uplift the art world but often revert to outdated models,” Gulak states. “Art isn’t merely a passion; it’s integral to my existence. I’ve experienced every facet of the art landscape: as a painter, a collector, and a collaborator. When artists come to visit, we brainstorm and create together, exchanging ideas. Combining my artistic sensibilities with my computer science background offers me a unique viewpoint. I strive to harness technology to provide artists with unparalleled global market access and to revolutionize the industry.”
Photo credit & article inspired by: Massachusetts Institute of Technology
