Can cultural sites out-run AI?

This could be my shortest blog ever because the simple answer is unfortunately: no. If you think otherwise, you may be fooling yourself. But this topic deserves more than a short answer. A more interesting question is, “How should I respond to the potential that AI presents?”

Framing AI as a ‘threat’ only leads to wasted effort trying to deny or defeat it—a battle with only one possible outcome. For years, you’ve been warned that technology could make museums irrelevant. If you believe your historic building stands as proof of their permanence, you may find the odds aren’t in your favour. But you could argue that people value authentic artifacts and are passionate about their local history. Maybe you know your audience better than I do. Perhaps you’ll prove me wrong and weather the ‘threat’ of AI as you have with past challenges.

Problem solved.

And on your way home, you can stop by Woolworths for some Pick ’n’ Mix.

Sorry, that might be in poor humour, but I trust the point is clear.

For those still reading, this is Heritage Thinking Differently on AI. I guarantee any predictions I make will be proven wrong—except for one. Yes, there will always be those who treasure authenticity and shared experiences, but what will they expect from museums in the next ten years? The answer is simple: something different.

Boards of trustees, councillors, and visitors often seek simple answers to complex questions in an increasingly complicated world. They may expect museums to predict the future, but the best we can do is remain open to change and distinguish between fleeting trends and true game-changers. And more often than not, we will fail.

A Lesson from the Past

By the late 2000s, most people in the West owned a smartphone. But a decade earlier, few predicted this shift. Many of us hadn’t even bought our first mobile phone, and texting was still considered a fad. Fast-forward to today, and our phones have transformed every aspect of our lives.

Think back to 2012: you could still find Ceefax on your TV. Ten years before that, you probably didn’t expect it to become obsolete. It looked like ‘the future’. The real challenge for museums isn’t just the rise of technology—it’s how technology changes us and reshapes our expectations. There will always be those who value the simplicity and authenticity of museums, but will they be enough to sustain them?

Consider the difference between how we used our free time in the past, compared with today. For those of us of a certain age, the film below is quite startling.

How Our Leisure Time Has Changed

• 1990: We spent almost 27% of our leisure time with friends. Online activity? Just 0.3%.

• 2000: Friends remained our top priority, taking up even more of our time. Online activity climbed to 4.5%.

• 2010: Online activity surged to 20%, second only to time with friends (25%).

• 2024: The shift is undeniable—61% of our leisure time is now spent online, while time with friends has dropped to 14%.

From a museum perspective, this isn’t just about technological advancement or social media—it’s about cultural behaviour. Without realising it, our expectations have changed. There is now an ever-growing demand for novelty and instant gratification. With AI, this shift may accelerate, making public expectation the driving force.

What’s Your Strategy?

Not all museums will be able to adopt new technology—it often comes down to funding. For many, keeping up simply won’t be an option. But if technology adoption isn’t possible, these museums must still develop a strategy—one that attracts the dwindling audience seeking a tech-free experience. Just as music-free pubs found a niche audience, so too must museums. But this won’t happen without a plan.

Meanwhile, those at the forefront of public engagement will have no choice but to evolve. I imagine this period as a furnace of creativity, and I relish the chance to be part of it. However, I also know most museums are unprepared for the advancements that will capture public attention next. We must invest wisely, bet on the right innovations, and hope they have a decent shelf life. But the relentless demand for novelty will likely shrink the engagement window, meaning that whatever we invest in today may soon be replaced.

Adapting to AI

So, what can we do?

First, we must begin adapting in areas where AI is already making strides. Exhibition text writers can’t ignore it forever, just because they find it threatening. Documentation will likely be simplified, and marketing must leverage AI’s capabilities. Back-office operations won’t resist AI for much longer. The real challenge will be front-of-house engagement, where AI integration demands more than just adding an app.

Let’s return to the start of this blog. What is the only prediction I can guarantee will be correct?...

Everything changes.

You can’t predict the future, but you can build a strategy that anticipates it. Your approach must adapt to shifting public demand and accept that some choices will fail. Failure, however, should be welcomed as a learning opportunity. The one thing you cannot do is assume things will return to the way they were. That has never happened.

Yes, old technology—like vinyl records—might experience a nostalgic resurgence among younger audiences. But the simplicity, accessibility, and immediacy of digital recordings (and future formats) will remain dominant. The same applies to museums.

Cleveland Museum of Art, 2017

Becoming Leaders in a Changing World

In an era of uncertainty, resilience is key. Monitoring trends is essential. Someone will take the lead, and when they get it right, the rewards will be immense. Many will follow in their wake, while others will remain paralysed, unsure of the best course of action. Those who do nothing—either because they lack a strategy or because their strategy is too rigid—will be left behind.

This is the point where I’d normally remind you that Museums Thinking Differently can help you develop a flexible strategy. Instead, I’ll simply leave a link below. Because in the end, it doesn’t matter how you develop a plan—only that you do. The recent upgrades to DeepSeek have shown how rapidly AI is advancing, and this momentum is only increasing. We must remain vigilant and find ways to use technology to serve our audiences better.

Anyone who claims to know exactly what the future holds doesn’t understand how change happens. But those exploring how we might adapt to an uncertain future? They’re onto something.

The future can be exciting—if we approach it with an open mind. Now is the time to lead.

AI, above all else, is an opportunity.

Paul Baker

Link

Heritage Thinking Differently - Strategic Planning