 Hello everybody. My name is Małgorzata Zajonc and I am deputy marketing manager in Poland Museum of the History of Polish Jews in Warsaw in Poland. And today I would like to talk with you and discuss with you if it will be possible after the presentation. Discuss with you why we have technology technologies in our museums and what what is their future. So I will start a slide sharing. So I hope you see already my slides. So let's go. So today we will be talking about modern technologies. So before the pandemics, our museums invested heavily in technologies. And today we have a very special situation. And I read recently in a Polish magazine that it really, we have really in the museums, we have really a big problem. So for example, Tate is expecting this year 30% of their pre-pandemic visitors number. Oficie apparently lost already 12 million euro in and lower apparently apparently is losing 80% of its visitors. So, and according to Jean-Luc Martinez, the gradual return to the pre-pandemic situation will happen only in three years. So we have really a big problem to consider. We have really a special moment in our life, in our museum's life, and we really should consider what's next and what we will be doing with technologies. So in our museums we have some technologies. I'm sure most of you have some technologies in the museums. And so the question in the questions in my presentation is why we have technologies, why technology generally. And so my idea was to come back to the audience needs and see the technologies we have once again and analyze why we have them, why we have this technology. So during this, this presentation, you will have access to a short survey. It is called poll. So you have this on your on the platform. I hope you can, you can click on the poll and answer to the question. So the question is which of the needs of the audience needs are the most important. So that's the questions. That's that's the question. What are the needs of the visitors. So what kind of technology do we have in our museums we have. So I have here a list of strange abbreviations. So we have a are the, which is of course augmented reality VR virtual reality AI artificial intelligence. 5G. We have apps, we have audio tours, we have podcasts, we have interactive video walls, holograms, etc. So there's, I'm sure the list could be longer. So let's start with the augmented reality. Augmented reality. This is a computer generated content applied in a real world environment. So, so you take your smartphone. If you have the app on your smartphone for the augmented reality, you take the smartphone, you take a headset or glasses or something and the computer generated content, the content you have in the app. Place with the real objects. So why we have this in the museums. It helps us, it helps the visitor, the visitors to see a detail. It helps sometimes to translate a script or find explanation, explanations. So the, the need behind that is. We have augmented reality for kids. Which facilitates content creation. So, in the British museum. There is a app called history of the future. The kids with their smartphone, smartphones are looking at clocks from the British museum collection. And from the fantasy world. And they are creating drawings and 3D objects that could be added to an augmented reality gallery within the British museum. So why. Of course, everybody would like to be active. So at least kids would like to be active. And this is the need behind. What else do we have. And also we have augmented reality, allowing to see life paintings. So in the Jackson, in the mama in New York, in mama in New York. At the Jackson Pollock exhibition. There is an app that there was an app. More Mar a gallery. And with this app, a group of art. And to reality to transform the artworks. So if you downloaded the, the more Mar gallery app on your smartphone, you could see modify modified and leaving paintings. So what's the need behind that. For example, learn and play in the same time. I'm sure there are more needs behind, but okay, I took this one. And what else we have augmented reality, creating a detainment experience for children. So in the, in the Smithsonian Museum of Natural History at in Washington DC. A company in the created augmented reality experience. And with the augmented reality. They brought to life. Extinct animals, mostly dinosaurs. And imagine how, how excited people could wear when they see the dinosaurs so closely like in a Jurassic Park. So. The need behind that was is engage emotions. Another example comes from augmented reality alone people are allowing you to take photos with people from the past. Also, this is an example coming from from this company in the British company. And so there is a, so people, this is like a photo booth and people interact with digital characters and take photographs with them. So the need behind that is take great photographs and to share on social media. So that's, that's the need of, of our visitors. Another example of augmented reality, allowing you to meet people from, from centuries ago. So this example comes from the patching art center in UK Calvaton. Also an example of, of augmented reality done by Indy. So, in the patching art center visitors are guided by Rembrandt, Turner, Monet, Van Gogh. So you, they simply, so visitors take their, so that these artists have been resurrected through a mobile app. And the user should download the app and artie and artist appears on the smartphone screen. So simply the users pointed their mobile devices at one of the markers on the floor and. And each market triggers a 3d artist so artists talk about them themselves and about the art. So what's the, the need behind maybe have a memorable experience, experience. So we have AI, so artificial intelligence and the chatbot. So answering your questions. So what the chatbots are? So a chatbot is an artificial intelligence software that can stimulate a chat, a conversation with, with. And the chatbot answer simple questions. Like, for example, like this question, yeah. And because the, the, the software that the chatbot recognizes natural language. But if you ask a more complicated question, the chatbot will probably will probably not understand it. So what, what, what is the need behind that? Get instant answer to questions. Yeah, so the chatbots are really have a big future because according to a survey of usabilla, which is according to a usabilla report. Over 50% of respondents would rather interact with a chatbot than with a human if it could save them 10 minutes. So you probably have heard that Anne Frank house had such chatbot on messenger. But 40% of them of people prefer interactive interacting with a human when they have more complicated requests. Okay, let's go to virtual reality. Allow and visit in a, for example, a non-existent museum. So this is an example of so virtual reality to explain a little bit. This is a simulated word. You can see and feel with special headset. You can enter this reality, turn around, interact with objects. And three years ago, the Kramer collection launched the Kramer museum, museum, which in fact in real, in real, what doesn't exist, but the Kramer museum is only a virtual museum. So this particular Kramer museum features 74 Dutch and Flemish old master paintings from the collection. And it is only visible through virtual reality technology. So this is amazing because the quality is so high that you can really approach with this headset. You can really approach. You can really be very close to the painting and even see the reverse of the painting. So what's the need behind that? Maybe immerse in a different word, maybe discover something completely unique. Immersion, this another big topic and big trend integrating technologies. So I will, so here I will give you the example of an immersion with an audio guide involving hearing and imagination. So, so in the Asian art museum in US, they developed together with a company acoustic guide, a special tour, which is a Rama epic tour. And so this is, this is like an incredible audio tour, which is not like a simple curatorial commentary, but rather a radio drama, a storytelling podcast telling the story of Rama. So you have, it involves more senses. So this is the, this is the need behind that you would like to be being immersed, you would like to activate different senses. So this is interesting. Another example of technology is 3D printer allowing you to take home a part of an exhibition. So for example, in the doll museum in Glendale in Arizona, they have, they have a project take me home and with a 3D printer, you can print a replica of a doll and take it home. Of course, children. So the, the need behind that is take something away from the museum. Why not. So, have a look on the on our survey how have a look on the poll. It is not called survey. It is called poll. So have a look on that and and choose the audience needs you think are most important. And we will see, you will see it after, after the presentation. So, what are the audience needs. So land and play at the same time. Be active. Get instant answer answers to questions. Have a memorable experience. Understand, of course, engage emotions, activate different senses, immerse in a different world. Stay on light. Stay online all the time. This is very important. Take great photographs to share on social media. Take something away. And we have a new need, which is, which influences all those needs. I've mentioned. Stay safe. So this is a new need. Our, our visitors have, and we should really consider that and we should really think about the, about where we will, where we will be investing to take everything into account. So how we can satisfy visitors needs now. Also, we should take other important factors like how expensive it is. How long this technology will last. So it is for one year for three years. Or, or maybe longer. It is environmental friendly. It is relevant, relevant for, for the audience. And maybe other factors you will, or you will think about that. So, I would like to. So, I would like to taking everything into account. I would like to give you a few examples. To be considered in this new normal reality. So, first is the example of an immersion with podcasts. So, podcasts creating a deep experience. So, this is an example coming from San Francisco Museum of Modern Art. This, this podcast is called role material. And, and, okay, podcasts are very, very popular now. So, so the, the, the San Francisco Museum of Modern Art gives a podcast and, and this is a series. And each season they partner with a different artist and thinker who tells about the world through its work. So you can really go deeper. And the need behind that is maybe diverse in a different world. Maybe understand something deeply that different other needs behind that. So, another example is an experience rather than a visit and. And this is an example coming from tape from tape modern. An exhibition on some cold sunflower seeds of I way way and the project of tape modern was. One to one with the with the artist. So, in this exhibition. In this exhibition. Visitors could, could record the questions to the artist. And, and the artist was answering the questions. And, and the video were published on the tape modern website and I way responded to a selection of questions. So the, the need behind that is of course being active. And the last example is a trans media storytelling, which is also a big trend now. So the general idea is to, to tell. To try to communicate one content, what one cultural content, one exhibition, one story with different media. So in this specific topic. This is the exhibition. This is the exhibition about Van Gogh bedrooms. And so this. So this is an exhibition exploring that going showing Van Gogh bedrooms, but also. In the, in the. On the website, the visitors could see interactive screen and exploring explore details of works and also the museum cooperated with Airbnb. And, and there was also a room for rent modeled on Van Gogh's bedroom. So, so you tell the same story you communicate the same cultural project with different media. And, and the, and the need behind that is of course. Immers, immersing rather than, rather than visiting. Hey, and having a memorable experience, memorable experience. So the idea. So what should be next, what, what kind of technologies do should we develop as should be so this, those next steps should be developed based on on the audience needs. We should really go back to the audience needs and reinvent our museums. Okay, so I will stop there. So, I'm really curious how, how you, what, what are your opinion? Could you please comment a little bit on that? What do you think? So, okay. Do you have any, any comments on that? Does anybody has some comments? Does anybody has, have some comments? Okay. I'm a meal car said that in your museum, we used AR since yes. The question is what are some memorable VR experiences you've seen in museums. So, yes, yes. Okay. A meal car. So, I, I, I come, I understand you send the, the link to the website to see the. So, to see the AR. So what do you think what, what is the future of the, of the technologies? Christian, would you like to tell something? Okay, our museum and has yet to implement any modern technology ready. We are to renovate the museums this year. Okay. What is the acceptance and how do we find the needs of the audience? So, generally the idea here was to see, was to analyze the, the technologies and to see what, what are the, the, the needs behind. So this, in this analysis, I didn't talk with the audience. I only, we only analyzed the need, the, the technologies. So there is no, in this approach, in this, in this analyze, there is no analysis, there is no conversation with the audience. Yes, something you, you can, you can tell something in this presentation. Rossini, I think technology is the future, especially now that there's social distancing quarantine. Yes. Yes, I absolutely agree with you Rossini. And this is the technology is, is the future. And the idea here was to, if we would like to choose which technology we should take. The idea is here to go back to the needs and see what we're, what we really need in this specific situation. Audience needs modern technologies very well because they help them understand art more, more immersive. Yes. Exactly. So, yes, so people, people really need immersion, people need to interact. What's the role of emotion to stimulate learning with technology? What makes a memorable experience? So this is a big questions, what's the role of emotions, but I think the emotions make, it is a memorable experience. I think, take like, okay. So maybe, maybe somebody would like to tell something. Matea, maybe you will taste something, you will tell something. I would like you to participate here. Which technologies, technologies did you find most useful and engaging in your experience? So, I think this, I really believe in this audio tours and this, this immersion involving hearing and because this is like a very deep experience. You really go very deeply in that. And there is something in this, and you understand better, you understand more deeply. So, to be honest, I really believe in audio tours, but maybe not to, okay, we have those curatorial commentary, but also those radio drama and also maybe music only. Or maybe meditation only. So this is, I think this is, we have here with the audio tours a great, a lot of great possibilities to develop. And also those audio tours are relatively cheap. And they are long lasting. And I think this is something which has a future. Also, also maybe podcasts are a very good way to stay in communication with your audience. And yes, I think the podcast could be very interesting to complete the content you have to offer. And I think, okay, Rossini, yes, I agree that audio tours stimulates us to imagine more. Yes, it stimulates imagination. It stimulates something very deeply, I think, and it, they really give us immersion. They really give us something more. Yes, I really believe in that. Yes, Sergio asks about holograms VR and AR. I think it depends. There's no one answer on that. I think VR and AR are developing very quickly now. And also holograms are incredible because you can see, you probably know the holograms with recordings of Holocaust survivors, for example. So it is incredible to talk with them. And this is a way of conserving memory of those concerning memory of conserving witnesses of the memory of this is a way of conserving the recording with witnesses of history and interact with them. If budget is limited, what would be the basic modern tech that the museum should have besides the audio? I don't have the answers to all those questions, to be honest. Yes, I think the podcast is also a very good way to stay in contact with your public. And the podcast is not so expensive and it allows us to stay in contact with the public. Yes, lack of stuff. Yes, I agree that this is a problem because we should really learn quickly so many technologies and it is really difficult. Do you see this trend changing and museums considering? Yes. In our time, this is not really obvious to have new specialists in technologies. But in fact, on the market, there's a lot of professional partners doing very well with technologies. So I think, Sergio, this is the answer to you. I think partnering, working with specialists, it is a solution for museums. But every day still has to be managed internally. Yes, I absolutely agree. Okay, we have usually IT people in the museum, we have those partners and maybe this is not so complicated to learn those new technologies. So maybe we are, maybe, let's don't be afraid of the technologies, I think. So I think it is manageable. Yes, I fear, as Sergio, I absolutely agree, there is a fear of implementing. As I mentioned, we have here nowadays the problem of staying safe. So maybe, when implementing a new technology, we should really consider the fact how, whether we will touch something together or we will touch only our smartphones. So I think the problem of safety is also very important here. Patricia, would you say that museums are working around technology or it is the other way around? I'm not sure I understood this question. Okay, thank you, Amilkar, for this technology you sent on YouTube. Yes, I agree that Veronika, you wrote an interesting comment that there is a cultural change internally at the museums. Yes, of course, but I think in our museums, we really all feel that there is a special time and that we should really make a big change. And we really discuss more than ever with, we are discussing more than ever with our IT people and we try to find together a new solution. So I think we all feel that there is a big time of change. So what I presented is the way to work on next steps. So are there any online courses or some kind of education about what digital skills should be done in a Polynesian? We did a desk research on new technologies and we try to learn it via desk research and then we talk with expert agents. We have expert agencies, with expert companies, startups to learn how it could work. And also I think we are museums that does great work organizing meetings with startups. I think they started, we are museums started this conversation, this partnership with startups. What about creating a manifesto for the next museum concept, a list of recommendation at European level? Okay, it's an interesting idea. We are not completely in the digital area and many of the fears come from the analogical nature of the museums. I agree what has been said here, that there is a big cultural change we have now and we are really in a special moment nowadays. Please write something, share more experience with the technologies in your museums. Gamification, yes, gamification is a great thing and apparently it looks like it is mainly for teenagers and children. But also there are some examples of gamification for adults. Like I found an example in a museum of Scotland, Scotland Museum where they have a role play and they simply go to them. So there are such solutions for adults too. Yes, Natalia, you write that our children are already completely digital. So children born after 2010 are digitally literate in an incredible way. Handphone treasure across different museums. So I understand that Veronica said that this is a game, this is a game. Sergio, you said that you would like to share your website for those interested in digitally empowering museum experience. Okay, so this is interesting. Paolo, I think a user need is to use your own personal smartphone, yes, to interact and store information, to take home and review again, absolutely agree. Which is in your opinion the best device to use at the museum, especially now in the post-COVID area. Yes, I absolutely agree, you write that it is their own smartphones. So they take their own smartphones, so not museums, audio tours simply there. Sebastian, you would like to join and tell something. So please repeat, because there were some strange noise. Sebastian, maybe the older generation, Rossini, maybe the older generation can also be challenged to adapt. Yes, I agree, you would like to be challenged. You would like to adapt. Joachim, I believe immersive technology has great potential for developing empathy towards other cultures. Interesting, I don't work in a museum yet, but currently study arts and management and minor in virtual reality studies. Interesting. Bravo, I'm fascinated about the possibility of being completely immersed in another world and another time. Yeah, interesting. Yes, this is for it seems to be very engaging. In a conference I attended, they analyzed the success of a tech tool in a museum and people between 30 and 50 was the most engaged. So Marta, you would like to say that maybe not the youngest generation. Yes, that maybe young thought that in a museum they will not find tech. Yeah, this is interesting. Yes, absolutely. Yeah, museum is something old and the association with the museum is that this is something old. So thank you very much for your participation.