Enhancing Value Co-creation Through AI in the Cultural Sector: An Exploration in Italian Museums

In the rapidly evolving landscape of Artificial Intelligence (AI), a growing number of industries are revolutionizing the way services are developed and value co-creation processes are nurtured. The potential of AI has been explored in numerous studies, although the benefits of its use in the cultural sector are still an underexplored topic. This article is based on an exploratory analysis to investigate the implementation of AI in museums for cultural and participatory value co-creation. The research is developed from the analysis of case studies of the Italian cultural sector and the information obtained is systematized through the use of the co-creation framework (CCF), which allowed to demonstrate how the use of AI, in its different declinations and forms, enhances the interaction between consumers and cultural resources for the co-creation of value, allowing museums to exploit data on their audiences to identify and build a customized offer on them.