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Emerging museum technologies | XR, AI and more

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Institutions worldwide are integrating emerging museum technologies to enhance visitor engagement, future-proof operations, diversify revenue streams, and attract new audiences.

What started with experimentation in touchscreens and mobile guides has expanded into an advanced ecosystem of AI-driven personalisation, immersive virtual reality, digital twins, and multisensory storytelling.

For museums functioning in a post-pandemic environment, with shifting visitor behaviours, heightened competition for leisure time, and increasing pressure to provide value, technology is becoming a strategic necessity.

From the VR experiences to AI-driven curation platforms, cultural institutions are rethinking the visitor journey from the ground up.

This article examines the most compelling examples of how museums are currently leveraging emerging technologies and what these innovations may indicate for the future of cultural experience design.

Why should a museum use emerging technologies as part of the guest experience?

Technology can be an excellent tool to boost engagement. For example, AR, VR, and interactive displays offer a more immersive, hands-on experience, allowing people to interact with exhibits in a new way and, therefore, make a deeper connection. Incorporating modern technology can also attract younger, more tech-savvy audiences.

Guests at VR Gallery, ArtScience Museum, Singapore

Digital tools can also help museums present sometimes complicated information in more accessible and easy-to-understand formats. Providing different layers and types of educational content also means they can better cater to various learning styles, helping to appeal to a more diverse audience.

Additionally, technology is helping to open doors in terms of accessibility. For instance, digital displays can offer content in multiple languages. Verbal descriptions can be triggered for visually impaired guests, and new apps make it easy for deaf visitors to access information independently.

Museums often collect data on visitor interactions and preferences to make better-informed decisions. AI and machine learning algorithms can now analyse this to help museums offer personalised recommendations and tailored tours. This customisation can make the experience more relevant and enjoyable for each guest.

ameca robot museum of the future
Ameca robot at the Museum of the Future

Finally, immersive technologies also enable museums to tell stories in innovative ways, creating richer narratives that bring history, art, and science to life.

From an operational perspective, many institutions face mounting pressure to diversify their revenue streams and reduce reliance on public funding. Emerging museum technologies offer new avenues for monetisation, remote engagement, and global reach.

In parallel, museums are increasingly investing in digital infrastructure not just for visitor-facing applications, but for collection management, conservation modelling, and predictive maintenance.

AR, VR and XR

When it comes to emerging museum technologies, augmented reality (AR), virtual reality (VR), and extended reality (XR) are changing how cultural institutions engage with their audiences.

While AR overlays digital content onto physical objects and spaces, VR transports visitors into entirely new environments. XR, the broader category encompassing both, enables hybrid experiences that blend real and virtual elements.

Museums are using these tools not just for entertainment, but to enrich context, spark empathy, and enable different experiences.

Curious girl exploring a contemporary art exhibition with augmented reality mobile application, future technology in everyday life, indoor lifestyle

This technology can also widen access to museum collections.

Typically, only about 3% of a museum’s collection is visible to visitors at any moment, while the remaining 97% is stored away in basements or off-site warehouses. Innovative projects like V&A East Storehouse are one way to tackle this issue. But technology can open the door for many more museums to democratise access to their collections.

A global survey revealed significant public interest in using VR and AX technologies to access museum collections. The University of Glasgow’s £5.6m Museums in the Metaverse (MiM) project surveyed over 2,000 people worldwide, finding that 79% are interested in using digital tools to explore collections that are currently not accessible to the public.

Art Masters: A Virtual Reality Experience

ACCIONA Living & Culture, a leading creator of technology-driven interactive museums, exhibits, and events, in collaboration with the Prado National Museum, designed and produced a virtual reality experience titled Art Masters: A Virtual Reality Experience.

The exhibit, which premiered at the global NEXT IN Summit in Madrid in 2025, allows visitors to engage with iconic pieces from the Prado Museum’s collection through VR glasses.

Carla Prat, design and experiences director at ACCIONA Living and Culture, explains the thinking behind Art Masters: “What if we could take articles out of the museum space and transform them into an immersive adventure, export the timeless essence of the museum?”