MAXXI Museum Launches AI Chatbot Guide on Facebook Messenger
The MAXXI – Museo delle Arti del XXI secolo in Rome has introduced an innovative chatbot guide on Facebook Messenger, developed in partnership with technology partner Engineering. Unlike traditional audioguides, this AI-powered robot interacts with visitors in real time, answering questions about museum hours, current exhibitions, artists like Sol LeWitt and Carlo Scarpa, ticket prices, and more. The chatbot also gamifies the experience by allowing users to earn Museum Coin virtual currency through interaction, which can be redeemed for tickets, catalogs, educational workshops, and merchandise. Prisca Cupellini, MAXXI's web communications manager, stated that the goal is to quickly and effectively reach a broader audience using the familiar and conversational platform of Facebook Messenger. The chatbot is designed to complement, not replace, human staff. The initiative is part of MAXXI's broader digital communication strategy.
Key facts
- MAXXI launched a chatbot guide on Facebook Messenger.
- The chatbot was created with technology partner Engineering.
- It uses artificial intelligence to answer visitor questions in real time.
- Visitors can earn Museum Coin virtual currency by interacting with the bot.
- Museum Coin can be used to purchase tickets, catalogs, workshops, and merchandise.
- Prisca Cupellini is MAXXI's web communications manager.
- The chatbot aims to reach a wider audience through a familiar platform.
- The chatbot is not intended to replace human staff.
Entities
Artists
- Sol LeWitt
- Carlo Scarpa
Institutions
- MAXXI – Museo delle Arti del XXI secolo
- Engineering
- Artribune
Locations
- Rome
- Italy