Musa Guide

Musa comes to America. We are at the American Alliance of Museums Show 2026 at booth 1323. Stop by to see what the future of guided experiences can do for your institution.

We’re back at Museums + Heritage Show! Come by stand D3 to find out about our recently published report on the state of AI in museums, or to try out the app that won blooloop’s Guest Journey of 2025.

In the past year, 1 in 3 museum visitors used tools like ChatGPT during or after a visit. For our State of AI in Museums 2026 report, we surveyed 400 museum visitors across the UK, US, Germany, and France to understand how museum visits are changing as AI adoption continues to grow. Museums rank among the most trusted institutions, second only to family and friends. We saw this play out in our data, with 61% of these visitors saying they trust the museum's perspective over generic AI tools. Yet they still reach for them. Why? 69% wanted more depth or detail than the museum provided. 37% said the museum's information did not answer their question. 14% wanted it in their own language. AI covers so many use cases that it is hard to compete with the traditional means of mediation. Its adoption is expected to continue growing roughly twice as fast as smartphones did. While hallucination rates have come down significantly, two problems remain for museums. Firstly, their narrative, often purposefully designed to offer new perspectives, gets lost. Secondly, the curation work that makes museums so trusted gets sidestepped: Only 13% verify what AI tells them against the museum's materials. In a world where information is becoming more accessible than ever, trusted content authorities are crucial. We think cultural institutions are uniquely positioned to continue to play this role. Yet they risk being sidelined. Full report in the comments.

In the past year, 1 in 3 museum visitors used tools like ChatGPT during or after a visit. For our State of AI in Museums 2026 report, we surveyed 400 museum visitors across the UK, US, Germany, and France to understand how museum visits are changing as AI adoption continues to grow. Museums rank among the most trusted institutions, second only to family and friends. We saw this play out in our data, with 61% of these visitors saying they trust the museum's perspective over generic AI tools. Yet they still reach for them. Why? 69% wanted more depth or detail than the museum provided. 37% said the museum's information did not answer their question. 14% wanted it in their own language. AI covers so many use cases that it is hard to compete with the traditional means of mediation. Its adoption is expected to continue growing roughly twice as fast as smartphones did. While hallucination rates have come down significantly, two problems remain for museums. Firstly, their narrative, often purposefully designed to offer new perspectives, gets lost. Secondly, the curation work that makes museums so trusted gets sidestepped: Only 13% verify what AI tells them against the museum's materials. In a world where information is becoming more accessible than ever, trusted content authorities are crucial. We think cultural institutions are uniquely positioned to continue to play this role. Yet they risk being sidelined. Full report in the comments.

We spent early March talking to tourism and heritage institutions across Cairo. 📜 Egypt sits on generations of research that most visitors never get to see. The institutions we met serve one of the broadest audiences anywhere. Millions of visitors with wildly different levels of prior knowledge across dozens of languages. There's a huge opportunity to make Egypt's heritage more accessible to these audiences, but this cannot come at the expense of authenticity or trust. Thanks to the many educators who gave us their time, and to the American Research Center in Egypt for the warm welcome.

Musa is back at Carousel de Louvre, where it all started. A year ago at SITEM we showed what AI-guided mediation could look like. Cultural institutions keeping their own voice, but giving you the freedom to do your thing. This year we're back to show what happens when our guides are put in front of real visitors. Turns out they have a lot to say 👀 Come say hi at C26 today and tomorrow.

Musa arrives in Europe. Visitors at El Capricho de Gaudí in Comillas can now explore the entire villa and garden with Musa as their guide. It's one of Gaudí's earliest works and one of the most distinctive buildings in northern Spain. Two personalised journeys are live so far: one walks visitors through the building's history and architecture, and a family tour that intertwines games and challenges with learning. If you want to see what AI tour guides can do for your venue, reach out.

We are honoured to announce that Musa Guide won the 2025 Guest Journey Award from blooloop, the most-read publication in the visitor attraction industry! Musa Guide is all "about removing friction and creating those seamless, personalised experiences that todays guests expect." — Tera Greenwood, Guest Journey Award Judge, SSA Group 🎉

Excited for the second day at MUSEUM CONNECTIONS ! If you haven’t had the chance to stop by, we are at H16.

Musa now offers all guided tours as audio described experiences. ☃️ Starting today, our guides deeply understand all videos and images in your archive, which means blind or low-vision visitors hear detailed visual descriptions of your material. All of this happens without trade-offs to data privacy. Interestingly enough, making our tours more visually accessible has made conversations on Musa more natural in general. Turns out this phenomenon is called the curb cutting effect. Just like curb cutting also helped cyclists or strollers get on the sidewalk, making AI aware across modalities improves responses for everyone. If you work in accessibility, we'd welcome your perspective!