Recipes for Deploying AI Projects in a Museum

Generative AI and Museums. What Truly Creates Value for AudiencesGenerative artificial intelligence is gradually establishing itself in museums. Not only as a mediation tool, but also as a new way to explore collections and shape visitor experiences. Yet a central question remains for cultural institutions. What actually drives audiences to adopt these AI-powered tools.A recent academic study published in npj Heritage Science provides robust, data-driven answers, based on the analysis of The Living Museum, an experimental generative AI platform developed by the British Museum .A study grounded in real user experienceThe research draws on responses from 726 users, clearly distinguishing between cultural professionals and non-professional visitors.Its objective. To understand how perceived value is constructed and how it directly influences the intention to use generative AI in a museum context.The key factor. Relevance over spectacleThe main finding is unequivocal.Audience adoption is not driven by the abstract promise of AI, but by two very concrete capabilities:* Semantic relevance. The ability of the AI to provide accurate, meaningful answers aligned with users’ questions and expectations.* Contextual adaptability. The capacity to adjust responses according to the visitor’s level of knowledge, intent (casual exploration or in-depth inquiry), language, and situational context.In other words, an AI perceived as accurate and well-situated creates more value than an AI designed primarily to impress. For museums, this reinforces a critical principle. AI must strengthen cultural authority, not undermine it.What increases perceived valueFour factors significantly enhance perceived value:* Usefulness. Helping visitors understand, navigate, and explore collections more effectively.* Enjoyment. A smooth, engaging interaction that does not feel effortful.* Novelty. The feeling of discovering a new way to relate to heritage.* Relative advantage. Performing better than traditional tools such as labels, audio guides, or standard digital interfaces.By contrast, two elements clearly hinder adoption:* Perceived complexity, which disrupts immersion and generates cognitive fatigue.* Perceived risk, particularly regarding content reliability and data protection.One result is particularly striking. Explicit personalization does not significantly increase perceived value.In a museum context, visitors appear to prioritize scientific credibility and institutional trust over extensive configuration options. This insight has important implications for AI design in cultural settings.Perceived value drives adoptionThe study confirms a strong link between perceived value and intention to use.However, this relationship is moderated by two psychological factors:* Users with a high openness to innovation are more likely to translate positive experiences into sustained adoption.* Excessive interactivity can paradoxically weaken the impact of perceived value. When everything becomes interactive, clarity and depth may be lost.The message for museums is clear. More interaction is not always better. Balance matters.Professionals vs general audiences. Two distinct logicsThe research highlights a structural divergence between user groups:* Cultural professionals tend to value technological novelty and experimental potential.* General audiences are more sensitive to perceived risks and institutional guarantees.This implies differentiated strategies.A single AI system cannot be designed, framed, and deployed in the same way for all users.What this study changes for museumsThis research provides a clear framework for thinking about generative AI in museums:* AI is not primarily a technological issue, but a matter of cultural value perception.* Semantic accuracy, contextualization, and restrained interaction design are decisive.* Scientific authority and transparency become core design principles.* Strategies must be audience-specific, including at the interface level.For institutions engaged in MuseumWeek and beyond, this study serves as a valuable compass. It encourages museums to move beyond technological enthusiasm and toward a responsible, situated, and audience-centered approach to generative AI.Source: https://www.nature.com/articles/s40494-025-02194-9 Get full access to MuseumWeek Magazine at museumweek2h1r4.substack.com/subscribe