Politecnico di Milano Observatory: 53% of Italian museums invest in digital, but AI adoption lags
To celebrate its tenth anniversary, the Observatory on Digital Innovation for Culture at Politecnico di Milano's School of Management published findings regarding digital integration in Italian cultural institutions. In 2025, museum attendance increased by 4%, while revenues saw a rise of 2%. Notably, 47% of these institutions do not allocate funds for digital initiatives. According to Director Deborah Agostino, 53% of museums primarily direct their digital budgets toward cataloging (22%) and visitor assistance (18%). Online ticketing is now available at 58% of venues, yet only 9% have completed digital cataloging, and 36% utilize digital audioguides. The Veneranda Fabbrica del Duomo di Milano received the Spina Prize for Innovation for its AR/VR tour. AI adoption remains limited, with 94% permitting informal use, but just 14% actively encouraging it. The Museo Nazionale del Risorgimento Italiano di Torino, under Alessandro Bollo, was recognized for its digital advancements. Francesca Cruciani presented ten megatrends for the upcoming 5–10 years, predicting that museums will evolve into community hubs.
Key facts
- Observatory on Digital Innovation for Culture at Politecnico di Milano School of Management celebrated 10 years.
- Museum attendance in Italy grew 4% in 2025 vs 2024 (down from 9% growth between 2023 and 2024).
- Revenues increased 2% in 2025.
- 47% of cultural institutions do not invest in digital.
- 53% of museums allocate digital budgets to cataloging (22%) and visitor support/online content (18%).
- Online ticketing available at 58% of venues (up from 25% in 2018).
- Only 9% of museums completed digital cataloging; 26% have not started.
- 36% of museums use digital audioguides (25% paid), 30% offer apps, 22% use AR/VR.
- 26% of institutions use no digital tools.
- Spina Prize for Innovation awarded to Veneranda Fabbrica del Duomo di Milano for Duomo Highlights Tour (AR/VR).
- 94% of museums allow informal use of generative AI, but only 14% actively promote it.
- 58% of museums lack AI skills; 25% struggle to understand AI uses.
- Museo Nazionale del Risorgimento Italiano di Torino published a Manifesto for Conscious Use of AI.
- Ten megatrends identified: hyperpersonalization, AI-enhanced work, low-cost cultural offerings, smart sensors, algorithmic mediation, data sharing, Silver Economy, participatory offerings for Gen Z and Alpha, museums as community spaces.
Entities
Institutions
- Osservatorio Innovazione Digitale per la cultura
- School of Management del Politecnico di Milano
- Politecnico di Milano
- Veneranda Fabbrica del Duomo di Milano
- Museo Nazionale del Risorgimento Italiano di Torino
- Artribune
Locations
- Italy
- Milano
- Torino