In recent years, the cultural value proposition has acquired an innovative technological component. The daily overexposure to multimedia platforms and the pervasiveness of social networks requires cultural organizations to develop strategic trajectories that can stimulate interest and involvement of current audiences on a par with the attraction of potential audiences. This chapter explores, from a managerial perspective, emerging experimentations regarding the use of artificial intelligence for the enhancement of the cultural-based experience through chatbot technology. The research's findings highlight that this technology can take on different characteristics depending on the implementation used and the purpose to be achieved. The innovativeness of the approach lies in the components of interactivity and customization of human-like interaction, through which museums attract and involve more effectively current and potential audiences.

The Role of Chatbot Technology in the Cultural Value Proposition / Iodice, Gesualda; Clemente, Laura; Bifulco, Francesco. - (2023), pp. 166-187. [10.4018/978-1-6684-9324-3.ch007]

The Role of Chatbot Technology in the Cultural Value Proposition

Gesualda Iodice
;
Francesco Bifulco
2023

Abstract

In recent years, the cultural value proposition has acquired an innovative technological component. The daily overexposure to multimedia platforms and the pervasiveness of social networks requires cultural organizations to develop strategic trajectories that can stimulate interest and involvement of current audiences on a par with the attraction of potential audiences. This chapter explores, from a managerial perspective, emerging experimentations regarding the use of artificial intelligence for the enhancement of the cultural-based experience through chatbot technology. The research's findings highlight that this technology can take on different characteristics depending on the implementation used and the purpose to be achieved. The innovativeness of the approach lies in the components of interactivity and customization of human-like interaction, through which museums attract and involve more effectively current and potential audiences.
2023
9781668493243
9781668493267
The Role of Chatbot Technology in the Cultural Value Proposition / Iodice, Gesualda; Clemente, Laura; Bifulco, Francesco. - (2023), pp. 166-187. [10.4018/978-1-6684-9324-3.ch007]
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/946510
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 3
  • ???jsp.display-item.citation.isi??? ND
social impact