BACKGROUND

Museums were facing a relevance gap. Attendance had declined by 20%, and 64% of Gen Z reported finding museum experiences unengaging. Younger audiences, raised on platforms built for instant curiosity and conversation, struggled to connect with static placards and silent galleries. The challenge was not interest in culture itself, but the format through which it was delivered.

SOLUTION

Samsung and Google reimagined the museum visit as a conversational experience. Using Samsung Galaxy devices powered by Google’s Gemini Live technology, static exhibits became interactive points of dialogue. Visitors could ask questions out loud and receive real-time, spoken responses—turning artifacts, statues, and historical figures into active storytellers.

The experience was supported by immersive 3D visuals created in collaboration with scientists, archaeologists, curators, and CGI artists, bringing static objects to life. A custom app added a gamified layer to the journey, rewarding exploration with points and badges that encouraged deeper engagement. AI-driven personalization enabled storytelling in more than 20 languages, making the experience accessible to a global audience.

The system was deployed across four major institutions: the Natural History Museum, the Intrepid Museum, the Dallas Museum of Art, and the NASA Johnson Space Center.

RESULTS



The initiative generated more than 2 million interactions between visitors and exhibits. The custom app captured 7,500 email sign-ups, extending engagement beyond the physical visit. Visitor feedback highlighted the shift from reading to conversation, describing the experience as intuitive and engaging. Institutional leaders noted that visitors were able to explore collections in ways not previously possible, signaling a meaningful shift in how museums connect with digital-native audiences.

https://youtu.be/mXFoTPYPWww