Maria Tkachenko: Redefining Storytelling Through Art and Technology
At UAE Times, we take pride in spotlighting visionary leaders who are reshaping industries with innovation and passion. In this exclusive interview, we speak with Maria Tkachenko, Founder and Creative Director of Artnovi, a creative studio redefining the intersection of art, technology, and storytelling. With her global recognition and pioneering use of AI, robotics, and immersive systems, Maria has emerged as a thought leader in crafting experiences that leave lasting impressions. She shares with us her journey, challenges, and vision for the future.
What motivated you to embark on a career in your industry?
I have always been fascinated by the intersection of creativity and technology. For me, it was never enough just to tell stories — I wanted to find new ways of immersing people in them. Experiences shape memories, and memories shape people. That belief became the motivation to dedicate my career to creating moments that leave a lasting impact.
What does a typical day look like for you?
In truth, I don’t really have “typical” days. My mornings may start with reviewing creative concepts with designers, meeting new people, developing ideas for future projects, or sketching storyboards. By evening, I often find myself in our Warehouse, working side by side with engineers, artists, and the technical team. I also strive to read and explore constantly; right now, I’m diving deeper into Middle Eastern art to find a creative approach to integrating local heritage through the prism of my own worldview. What remains constant is the balance between imagination and precision — ensuring that a big idea is carried through all the way to execution without compromise.
How is your industry evolving, and what trends do you foresee?
Our industry is becoming increasingly technology-driven. Artificial intelligence, robotics, real-time systems — these are no longer just add-ons, but essential parts of storytelling. I see the next major step in large-scale personalization: experiences that adapt in real time to each guest. We are moving from pure spectacle to true engagement, where technology becomes emotionally intelligent.
What challenges have you overcome, and how?
One of the greatest challenges was entering new markets. When we brought Artnovi to the Middle East, we had to prove ourselves in an environment where creativity and reliability are equally valued. We overcame this by consistently delivering complex projects without compromise, which helped us build trust. Another ongoing challenge is time pressure — large-scale shows often come with very limited timelines. We developed processes where creativity and precision run in parallel.
Can you share any pivotal career moments?
A pivotal moment was the decision to relocate Artnovi to the Middle East — this step expanded my worldview and opened doors to projects on a global scale. This year, our studio received international recognition: two Eventex Gold Awards — Creative Director of the Year and AI Immersive Interactive Project — as well as two Symbol Gold Awards — Best Creative Team and Best Production Team. These achievements confirm the value of our work and the strength of our team.
How do you define your leadership style?
I lead through vision, but reinforce it with trust and kindness. That is why our team has remained stable for many years, and new people who join want to stay with us. It is very important to me that every member of our team — which currently consists of 15 people — feels like a meaningful part of something bigger and important.
Is your organization leveraging AI or other emerging technologies?
Absolutely. We integrate AI in real-time content generation, use robotics in performances, and create advanced projection mapping and immersive systems. For us, technology is never the goal, but the instrument — a way to deepen storytelling and strengthen emotional connection. We experiment constantly with new solutions, but always through the lens of meaning and authenticity.
What are your long-term goals for your career or business?
I want to expand Artnovi’s presence globally while preserving our DNA — the combination of creativity and cutting-edge technology. My goal is for the studio to be known as the one that creates unforgettable experiences. Personally, I see my long-term mission as building bridges between art, science, and technology — inspiring future generations to view creativity as one of the strongest drivers of progress. In addition, we are planning to launch our own experimental projects that will reflect what we feel here and now and our vision of where the industry should be heading.
Maria Tkachenko’s journey is a testament to the power of vision, resilience, and innovation. From conquering new markets to receiving global recognition, she continues to prove that creativity, when combined with technology, can redefine human experiences. At UAE Times, we believe leaders like Maria inspire not only the industry but also the next generation of creatives who see art and technology as a unified force shaping the future.
