The cultural data revolution

The year is 2050. Audiences no longer simply attend a performance; they step into it, becoming part of the narrative in ways that were once the stuff of science fiction.

Advanced technologies like augmented reality, virtual reality and real-time data integration have transformed cultural experiences into deeply personal and communal events. Imagine walking alongside Hamlet in a digitally enhanced Globe Theatre or co-creating a live show with artists across the world. Art has become a living, breathing entity, experienced collectively across continents, uniting people in shared stories that resonate on a global scale.

That future isn’t so far away, and the groundwork is being laid for a cultural data revolution that will bring this world to life. In previous articles, I examined the limitations of ‘data-driven’ approaches and the benefits of ‘data-informed’ strategies. Now, I look at how emerging data technologies – AI, blockchain, digital twins and more – could revolutionise the cultural sector and the audience experience.

Trends leading the cultural data revolution

1. Artificial intelligence (AI) and machine learning

AI is emerging as a powerful disruptor that could change everything from personalising experiences to predicting audience trends. Beyond enhancing user recommendations, AI could allow cultural institutions to respond dynamically to audience preferences in real time, transforming static performances into fluid, interactive experiences.

But the adoption of AI also raises challenges. As noted by the Royal Ballet and Opera, which is creating an AI working group “to develop guidance on how staff can experiment with this,” organisations must carefully consider how to implement AI ethically and responsibly. 

Recently, the government launched an AI assurance platform to help businesses identify and mitigate its potential risks, reinforcing the notion that responsible AI usage is a collective concern. This platform is part of a broader initiative to develop the UK’s AI assurance sector and ensure organisations – including cultural sector ones – adopt AI with a solid framework for ethical oversight.

2. Augmented reality (AR) and virtual reality (VR)

AR and VR technologies are poised to play a significant role in how cultural institutions engage with audiences. These tools can create immersive experiences that make exhibitions, performances and historical sites more interactive and accessible.

For instance, museums including the Smithsonian and the Louvre, have experimented with VR creating experiences that allow visitors to explore historical sites, distant cultures and intricate details of artefacts that are inaccessible in physical form.

This not only enhances the visitor experience but also makes content accessible to a global audience. In future, these technologies might be able to create more personalised cultural experiences that bridge the gap between the physical and digital worlds.

3. Blockchain for transparency and trust

Blockchain technology is emerging as a powerful tool for ensuring transparency, security and provenance in data management. In the cultural sector, it could be used to track the ownership of artworks, manage digital rights and ensure the authenticity of digital artefacts.

For example, IBM has been leveraging blockchain to improve transparency in global supply chains, a model that could be adapted to manage donations, track art provenance and ensure ethical sourcing of materials.

4. Internet of things (IoT) and real-time Data

Imagine a museum that senses foot traffic and dynamically adjusts lighting, exhibit layout or soundscapes to enhance visitor experience. IoT is already used in fields like entertainment and healthcare, where real-time adjustments based on user interaction improve service quality. In the cultural space, this could transform how audiences interact with physical spaces, personalising every visit.

5. Digital twins

Digital twins – virtual replicas of real-world assets – could allow cultural organisations to simulate and plan new exhibits before they’re built. Museums could trial different layouts, lighting and display techniques in a virtual model, using visitor feedback and data to refine exhibits before opening.

This could lead to optimised spaces and more efficient use of resources, enhancing visitor engagement and operational efficiency.

6. Advanced data visualisation

As data becomes more complex, advanced visualisation tools will be crucial for making it accessible and understandable. Interactive dashboards and data storytelling tools can help staff at all levels engage with data more effectively, simply asking a question to an AI assistant and being able to see the answer.

7. Edge computing

Edge computing involves processing data closer to where it is generated, reducing latency and bandwidth use. This technology is especially relevant as IoT devices proliferate, enabling faster and more efficient data processing.

Amazon Web Services (AWS) is at the forefront of edge computing, offering services that could be adapted by cultural institutions to create more responsive and interactive exhibits, as well as real-time monitoring of visitor experiences.

Organisational transformation through data

There’s an episode of The Bear in which one character works in a Michelin-starred restaurant. It is the epitome of efficiency, run like a machine to deliver an experience meticulously tailored to each customer: the couple who have saved up to dine there get their meal on the house; and the table overheard saying they’ve never had deep dish pizza have it brought to their table – much to their surprise.

Imagine someone visiting an arts venue where their every preference was known, anticipated and catered to. Isn’t this what every service organisation aspires to deliver.

These trends have significant implications for how cultural institutions operate.

1. Breaking down data silos

Future data technologies will be able to facilitate better integration of data across different departments. As one professional noted, the biggest data blind spot is “data existing in silos”. Advanced data platforms and AI could help integrate data to inform more cohesive, strategic decision making.

2. More proactive decision making

With better predictive analytics, organisations can move to proactive decision making. Instead of simply reacting to low attendance or resource issues, they can make proactive adjustments to marketing, pricing or programming based on projected trends.

3. Improved resource allocation

Real-time data and advanced analytics could help organisations allocate resources more efficiently. For example, staffing levels could be adjusted based on predicted visitor numbers, or marketing budgets could be optimised based on ROI predictions.

4. Enhanced visitor experiences

By leveraging personalisation technologies and real-time data, cultural institutions could create more engaging, tailored experiences for their visitors. This might include curated exhibition content or dynamic storytelling experiences based on audience interaction.

5. Streamlined reporting

As data visualisation tools advance, reporting could shift from a time-intensive task to an automated process. With more efficient reporting, especially where multiple funders with different requirements are involved, staff can focus on strategic initiatives, freeing up resources for innovation and creativity.

Navigating challenges in a data-informed future

While these developments offer exciting possibilities, they also present challenges.

1. Data privacy and ethics

As organisations collect and use more data, they must be mindful of privacy concerns and ethical considerations. Clear policies and transparency will be crucial. 

2. Skills gap

Many cultural institutions lack in-house expertise to implement and manage advanced data technologies. As one professional noted, “[we] don’t have anyone who can do data analysis“. 

3. Cost

Implementing new data technologies can be expensive – challenging for organisations with limited budgets.

4. Maintaining the human touch

While data and technology can enhance efficiency, cultural organisations must be careful not to lose the human elements that make them unique. As one person pointed out: “What drives the museum is passion and belief.”

5. Avoiding over reliance on technology

There’s a risk of becoming over reliant on data and technology at the expense of expertise and intuition. It’s crucial to strike a balance between data insights and other forms of knowledge.

Preparing for the cultural data revolution

To make the most of future data technologies while addressing these challenges, cultural institutions should consider the following strategies:

• Develop a strategic data blueprint
• Invest in data literacy
• Foster a culture of experimentation
• Collaborate and share knowledge
• Prioritise data quality and integration
• Consider ethical implications
• Embracing the future with balance

The cultural data revolution is poised to reshape how organisations operate. Around the world, arts organisations are already embracing this transformation.

The European Festivals Association’s EXCENTRIC project, part of Horizon Europe, is advancing digital engagement strategies enabling cultural institutions to harness data innovations across programming, audience engagement and operations.

Likewise, Bloomberg Philanthropies’ Digital Accelerator Program provides the tools and training to drive digital transformation, from integrated marketing systems to visionary digital projects.

In the UK, initiatives by The Space are paving the way for immersive experiences and innovative digital storytelling. And the Centre for Cultural Value’s initiative to develop a National Cultural Data Observatory aims to transform the sector by unifying diverse datasets to demonstrate the socioeconomic impact of the UK’s arts, culture and heritage sectors.

These programmes underline the critical importance of investing in digital resources and infrastructure to equip cultural institutions to thrive in an increasingly digital landscape.

By actively embracing data and technology, the arts sector has the potential to do more than adapt – it can set a global standard for responsible and imaginative use of data. The cultural sector’s inherent capacity for storytelling uniquely positions it to lead this revolution, transforming not only how audiences engage but how the world perceives and values the arts.