Goreng: AI Agent for Curated Artist Networks
February 24, 2025
Mama Magnet, a curatorial unit led by Tulika Ahuja and Shivram Gopinath who make art experiences to foster dialogue, were confronted with a unique challenge: how to automatically match users with curated dynamic artists based on project briefs that go far beyond mere availability or artistic medium. In creative work, success hinges on nuanced details—artists’ values, the causes they support, and the subtleties of their project histories. Traditional databases simply couldn’t capture these layers.
Named after the Malay word for “fried,” the Goreng AI agent was trained to create thoughtful creative connections. As Shivram reflected on the experience of creating Goreng AI and expanding Mama Magnet from Singapore to Amsterdam in 2024:
“Alongside discovering the wonders of herring and acclimatising tropical bodies to endless grey, we have been developing a model where AI doesn’t replace artists, but finds them.”
This conversational AI helps define project briefs, spark ideas, and match users with exceptional artists—from digital illustration and animation to sound design, murals, XR/AR, immersive installations, and more.
How Goreng Works
Goreng combines several intuitive processes that traditional software development can’t match.
Profile Analysis
It reviews both artist’s portfolios and project descriptions, aligning the project brief with the artist’s vision.
Intelligent Matching
By asking the right questions about the brief, Goreng assesses value alignment and project history, seeking meaningful creative matches.
Intuitive Algorithms
Instead of conventional coding, we refined the AI’s instructions step by step to capture the nuances of creative matchmaking.
Real-World Benefits
For Mama Magnet, Goreng has transformed creative matchmaking. With a database carefully curated by Tulika Ahuja—encompassing around 100 exceptional artists across Asia and Europe—Goreng reduces manual matching from days to minutes. It ensures that creative matches are driven by shared interests, clear alignment, and craft—not just clout.
This isn’t about replacing human insight; it’s about enhancing it. As Shivram Gopinath notes:
“Hot from the wok of Mama Magnet, Goreng is a conversational AI designed to help you define project briefs, spark ideas, and get matched with a curated network of artists.”
In practice, this means quickly connecting with creative talent that resonates with your vision, streamlining the curation process, and fostering more meaningful collaborations.
Having a live match-making tool that can be used by the team to find the right artists for the right projects is a game changer. It creates immediate inspiration to fuel conversations with project leaders, clients and partners.
Looking Forward
The Mama Magnet team is always working on improving Goreng. They plan to teach the AI about recognising invisible and emotional labour in creative work, make cross-cultural project matching more approachable, and build tools such as image detection for smoother project collaboration. Additionally, Mama Magnet is expanding Goreng into a platform that talks directly with artists, helping them share portfolio details, interests, preferences, and even the kinds of projects they’d rather avoid. The goal is to create a culture of care by keeping Goreng free for all artists and potential collaborators.
Our Journey to AI Agents
Before starting on training their own AI agent, Mama Magnet considered developing a traditional app. They even thought about building a chatbot to solve these challenges but weren’t completely sure about it. When Igor Hoogerwoord of Niyeo suggested training a new AI agent instead, Mama Magnet decided to go in that direction.
Conclusion
Goreng offers a fresh way to connect artists and clients. By using smart AI that understands artistic values and project details, Mama Magnet is changing how creative collaborations begin. With Goreng, you’re not just using another tool—you’re taking part in a shift toward faster, simpler, and more inspiring partnerships.
Tulika
Ahuja
Shivram
Gopinath
of Mama Magnet
February 24, 2025
