Artificial intelligence for museums, culture and tourism
We help museums, cultural venues and tourism companies serve their audiences better and take manual work off their teams, with technology integrated into their systems.
Technology that supports the visitor experience
A museum or cultural venue gets the same questions every day: opening hours, tickets, accessibility, how to get there, what there is to see. At the same time, its teams manage group bookings, audience data, supplier invoices and reports for their governing bodies and for the public administrations that fund them.
We have worked with cultural institutions in Barcelona. At La Pedrera we developed the booking application for public visits and advised its team, and at Mercat de les Flors we led the migration of its IT system. Our consultants also include the former IT director of MACBA.
Today we apply that experience to AI agents and automations designed for the sector's day-to-day work: so the public can find answers at any time, and the team can spend its time on cultural programming and the visitor experience, not on copying data.
What AI can do for your institution
Some examples of use, which we adapt to each organization.
24/7 visitor service
An assistant on your website or on WhatsApp that answers questions about opening hours, tickets or accessibility and hands over to a person when needed.
Calls and group bookings
A voice agent that handles the most frequent calls, collects the details of a group booking and records it in your system.
Bookings and online sales
Custom booking applications, websites and online stores, connected to the rest of your systems.
Audience data and reports
Automated reports on visits, sales and occupancy, with alerts when an indicator moves outside the expected range.
Documents and suppliers
Automatic data extraction from invoices, delivery notes and contracts so they can be recorded without retyping.
Connected systems
We connect ticketing, CRM, website and internal tools so data isn't copied by hand from one system to another.
How we approach it
We listen to the teams
We talk to the box office, visitor services, programming and administration teams to find out which tasks are repeated and which questions come up most.
We choose a focused case
We prioritize a measurable process, such as frequently asked questions or recording invoices.
We design and integrate
We configure the agent or automation with the institution's information and connect it to its systems.
We test with the team
We validate answers and workflows with the people who will use them before opening it to the public.
We measure and improve
We analyze interactions and results to keep adjusting the system.
Institutions we have worked with
La Pedrera highlighted the booking application and the advice that marked a turning point in how public visits to the building are managed. Consorci Mercat de les Flors chose us to lead the migration of its entire IT system.
Visitor assistants and the EU AI Act
Since 2 August 2026, the transparency obligations in Article 50 of the EU AI Act have applied: anyone talking to an AI system must know they are not talking to a person, unless this is obvious. In a visitor assistant, it's a good idea to say so from the first message and always offer the option of contacting the team.
Official sources consulted
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Your questions, answered
What can a museum automate with artificial intelligence?
For example, answers to visitors' frequently asked questions, collecting group booking details, recording supplier invoices and regular reports on audiences and sales. We start with the process that takes up the most time and whose results can be measured.
Can the assistant be integrated with our ticketing system?
We integrate agents with the tools you already use, such as CRM, ERP, email or in-house systems. The exact approach depends on each system's integration options, which we review in the initial analysis.
Have you worked with cultural institutions?
Yes. We have worked with La Pedrera, MNAC, Mercat de les Flors and Casa Bacardí, among other organizations. At La Pedrera we developed the booking application for public visits, and at Mercat de les Flors we led the migration of its IT system.
Do visitors have to be told they are talking to an AI?
Yes. The transparency obligations in Article 50 of the EU AI Act have applied since 2 August 2026 and require people to know they are interacting with an AI system, unless this is obvious. The clearest approach is to say so at the start of the conversation.
What if the assistant doesn't know the answer?
A good assistant has to recognize its limits. Our chatbots and voicebots answer questions, resolve issues and escalate to a person when needed, and the criteria for escalating are defined with your team.
Let's talk about your institution
Tell us which tasks take up most of your team's time and we'll suggest where to start.
Request information