Museums May One Day Predict Cultural Participation Through Facial Recognition

Visitor engagement has become essential in the age of data-driven museum management and marketing, as institutions work to expand and retain audiences while demonstrating social impact to secure funding. Museums use the data they collect to understand visitors’ intentions and make content more compelling and accessible to a broader public, translating insights into everything from tailored communications and interactive exhibition journeys to programs of “extras” that can include classes, concerts, lectures and film screenings.