When art comes to life and has a real dialogue with the tourist. The interactive guide by IBM Watson

  • AI
  • 14 March 2018


Studies reveal that 72 percent of Brazilians have never visited a museum. The most pertinent explanation is that for many of them art seems to be unapproachable unless you encounter the masterpieces and have a prolonged contact with them. This was the trigger of a great campaign launched by Ogilvy Brazil – to bridge the gap between the Brazilian people and art.


How it works


The Voice of Art allows users to have a very realistic conversation with the art works exposed at Pinacoteca de São Paulo Museum.
There is an Artificial Intelligence component developed by IBM Watson that provides the users with valuable information about the housed paintings or sculptures. This makes the whole visiting the museum experience more pleasant and enjoyable.
The app uses machine learning and AI to add another level of interactivity and create a more personal connection by answering audio questions received from visitors.
The visitor gets a deeper volume of information an details about the historical context and receives a complex storytelling experience.
 “When we found this scary piece of data — 72 percent of Brazilians had never been to a museum — we saw an opportunity to make use of Watson’s cognitive intelligence with an issue he could help solve — making visits more interactive and easy for most Brazilians, and creating something that can be expanded to other markets, museums, and galleries.” said Ogilvy Brazil’s chief creative officer, Claudio Lima.

Technical implementation


Using the app is very easy and comes in handy. At Pinacoteca’s entrance, the user I given a kit with smartphone and headset with the mobile application “The Voice of Art” installed.
As they keep visiting the place, the system provides them with notifications and information about what they are watching on that moment for the paintings and sculptures that are near them.

The IBM training


The training process lasted 6 months. The programmers closely worked with art curator from the Museum and fed Watson with data and possible questions about the art pieces. The bot uses a chatbot for understanding the questions in real time.


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