WeDirectory CEO Viola Tavrovsky on the Platform's First Year and AI-Powered Curation

Viola Tavrovsky, CEO of WeDirectory, reflects on the platform's first year, its mission to address the fragmentation of the cultural and creative ecosystem, and its use of AI to enhance discoverability. WeDirectory was founded in 2025 and officially launched in November, following the team's earlier ventures, including a group exhibition in Camden in 2021 and the development of Behind.Art, a marketplace for freelancers. The platform aims to provide a digital home for artists, designers, studios, galleries, brands, and institutions, offering Netflix-style profile cards called W Cards, generated through an AI-powered onboarding process that analyzes publicly available data. Tavrovsky emphasizes the importance of human curation, noting that each member is manually reviewed to ensure quality and cultural relevance. She discusses the challenges creatives face in an algorithm-driven internet, where technical optimization often determines visibility, and argues that great work does not automatically find its audience. WeDirectory seeks to level the playing field by combining technical infrastructure with curation and promotion, helping up-and-coming creators gain visibility regardless of their marketing budgets. Tavrovsky also addresses misconceptions about visibility, the role of AI in creative industries, and the criteria for inclusion on the platform, which prioritizes original concepts over perfect execution. The interview was published on Elephant Art.