How management uses AI in the museum field: From chatbots towards chatGTP

Artificial intelligence is an innovative tool with considerable potential. In the cultural sector, the use of new technologies translates into the definition and design of a cultural offer based on the components of interactivity and customization. In this direction are inserted the Technological Advances through which the visitors of Cultural Sites can dialogue with deep learning inspired chatbot software, ask for information and even suggestions on the Cultural Experience. The aim of this work is to explore the use that cultural organisations, and in particular museums, make of Chatbot technology, in order to understand if this tool can be effective in enhancement and fruition museum management. To achieve this goal, the strategic choices by a selection of case studies were analysed. From the analysis carried out, the use of Chatbot technology appears to bring the museum audience closer, involving them in the museum narrative thanks to the possibility of making autonomous choices and providing important information on public behavior to management. The future application of elaborate AIs such as GTP chat may offer food for thought on how these processes will be automated and become increasingly efficient.