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As a recent transplant to Seattle, Tara Reed was sitting in her new apartment, staring at the blank walls. "I'd started to get interested in fine art, and it struck me how annoying and labor-intensive it would be to find art I liked for my new place," she says. "For food, music, fashion, movies, I could just tap anappand get a personal recommendation. But the fine-art world hadn't caught up to that." So, Reed, who now lives in Detroit, helped it catch up: She launchedKollecto.

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"At first I thought it would be more service-based, like video-chatting with an art adviser, but I overestimated how comfortable my customers would be talking about art," she says. "You know what you like and don't like, but that doesn't mean talking to a professional isn't scary." Reed, who worked in marketing at Microsoft and Foursquare, didn't know a lick ofcode, but she used a patchwork of existing tech to create a more comfortable way of shopping: It's a (very nonjudgmental) bot that walks users through a survey, and offers curated selections of art based on their tastes.