Chris Michaels on Digital Transformation at National Gallery London

Chris Michaels, director of digital at the National Gallery in London, discusses the institution's five-year digital transformation strategy. He emphasizes that museums must treat audiences with the same importance as their art collections, using data and insights to improve visitor experience and commercial performance. The National Gallery focuses on three areas: audience understanding, digital products and services, and innovation/R&D. Michaels notes that digital changes the social structure of work, enabling faster communication and decision-making via tools like Slack. He prioritizes financial sustainability over audience growth metrics. Key challenges for UK museums include a 30% cut in public funding since 2011, a 50% increase in visitors over 19 years with more diverse backgrounds, and rapid technological change. He recommends Mariana Mazzucato's books 'The Entrepreneurial State' and 'The Value of Everything' for public sector colleagues.