From collection object to interactive visitor experience The most powerful interactive experiences do not begin with a technology menu. They begin with the objects, stories, people and places that make a venue distinctive. An object is never only an object A display case may hold an artefact, but it also holds decisions, journeys, relationships and unanswered questions. When interpretation invites visitors to do more than read, those layers can become the raw material for an

Why polished AI output still needs expert human judgement Generative tools can produce material that looks complete in moments. Museum-quality interpretation still depends on the slower, more demanding work of judgement. Spot the problems before they reach visitors The accompanying museum image was intentionally generated to look plausible. Its six marked failures are not hidden: a classical statue wears a modern watch; a display case reflects a ship that is not present; the

AI can expand what museums and creative teams can make. But transparency is only the beginning. Cultural organisations still need accountable people to determine what is accurate, appropriate and worth saying. The museum AI debate has been framed too narrowly Much of the discussion about generative AI presents two positions. One portrays AI as an inevitable answer to limited budgets, production pressure and changing audience expectations. The other treats its use as fundament