| Summary: | Museums are cultural institutions with an important role in preserving history and tradition. Every museum institution, at micro or macro level, strives to become relevant as an institution for the community, for a wide range of visitors, of different ages, identities and social classes. One possible way to achieve this goal may be to adapt the "language" used by museums to achieve their goals: mainly conservation, education and recreation, with the help of technology and especially technologies based on artificial intelligence (AI), through digital transformation. Four antecedent conditions leading to outcome has been addressed in this study: social media, Augmented Reality, Virtual Reality and AI powered chatbots.
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