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# Supercomputer Museum Guides
'The Voice of Art' Uses IBM Watson to Engage Museum Visitors

By Laura McQuarrie | Published 2017-04-24 | Art & Design
Source: Trend Hunter, https://www.trendhunter.com/trends/the-voice-of-art
References: [adweek](http://www.adweek.com/creativity/ibm-watsons-new-job-as-art-museum-guide-could-hint-at-lots-of-future-roles-with-brands/) & [pinacoteca.org.br](http://pinacoteca.org.br/)

When [visiting a museum](https://www.trendhunter.com/trends/visitor-app), people must rely on [tours, audio recordings](https://www.trendhunter.com/trends/the-ai-guides) or the printed cards placed beside works of art to learn more—but 'The Voice of Art' is a project between IBM and the museum Pinacoteca de São Paulo that drastically changes the way people interact with the artwork around them.

The Voice of Art is powered by IBM Watson, and makes it possible for people to [ask questions as they usually would](https://www.trendhunter.com/trends/hello-history-30), and have the supercomputer respond with information gleaned from newspapers, books, articles, biographies, interviews and more. After six months of teaching IBM Watson to interpret all of this content, visitors are now able to receive answers to technical and historical inquiries, as well as more complex questions like "Does this painting's subject like to play soccer?"

## Trend Insights (Trend Hunter)

- Score: 1.3/10
- Popularity: 6% | Activity: 24% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: South America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Modern](https://www.trendhunter.com/modern)

## Key Themes

### Key Themes Behind This Trend

- **Voice-activated Museum Tours:** Using voice-activated technology, museum visitors can ask questions and receive responses for an interactive and informative experience.
- **Artificial Intelligence in Museums:** Artificial intelligence such as IBM Watson can be incorporated in museums for an immersive and informative experience for visitors.
- **Enhanced Visitor Engagement:** Interactive technology can help improve visitor engagement by providing a more customized and informative experience.

### Where This Applies

- **Museums:** Museums can benefit from incorporating interactive technology such as IBM Watson to enhance their visitors' experience and engagement.
- **Art and Culture:** Art and culture industries can incorporate artificial intelligence and voice-activated technology to create more immersive and informative experiences for visitors.
- **Technology:** Advancements in technology, such as voice-activated supercomputer and artificial intelligence, can be applied to various industries to create innovative and engaging experiences.

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