Van Gogh Museum partners with business schools to use data for visitor experience

Cultural institutions are increasingly leveraging data to enhance their presentation of artworks and visitor engagement, transitioning from isolated entities to interactive hubs. The Van Gogh Museum in Amsterdam has initiated a multi-year partnership with scholars from prominent business schools to investigate how analytics can elevate visitor experiences. This initiative aligns with a wider movement within the arts sector to maintain and expand their audience. Hilary Knight, director of Change& in London and former digital director at Tate, emphasizes that museums are evolving into venues for dialogue and interaction. The article also features Giovanni Kanter, a 25-year-old ICU nurse and son of artist Marianne Gargour, who frequently visits museums but recognizes that many young individuals lack immersive art education, underscoring the importance of museum experiences in their understanding of art.