The role of chatbot technology in the cultural value proposition

In recent years, the cultural value proposition has acquired an innovative technological component. The daily overexposure to multimedia platforms and the pervasiveness of social networks requires cultural organizations to develop strategic trajectories that can stimulate interest and involvement of current audiences on a par with the attraction of potential audiences. This chapter explores, from a managerial perspective, emerging experimentations regarding the use of Artificial Intelligence for the enhancement of the cultural-based experience through chatbot technology. The research’s findings highlight that this technology can take on different characteristics depending on the implementation used and the purpose to be achieved. The innovativeness of the approach lies in the components of interactivity and customization of human-like interaction, through which museums attract and involve more effectively current and potential audiences.