Intelligent art
The Voice of Art by IBM Watson and Ogilvy, Brazil

Intelligent art

Brazil – Ogilvy Brazil has created an interactive museum guide for the launch of IBM Watson in Brazil.

Article/21209 92e
The Voice of Art by IBM Watson and Ogilvy, Brazil

Brazil – Ogilvy Brazil has created an interactive museum guide for the launch of IBM Watson in Brazil.

  • The Voice of Art replaces pre-recorded audio guides at the Pinacoteca do Estado de São Paulo with a Watson-powered system
  • According to Claudio Lima, chief creative officer at Ogilvy Brazil, the campaign has driven a 200% rise in museum visitors

The Watson-powered guide enables visitors to ask questions about the artworks on display and receive detailed responses.

The Voice of Art gleans data from a variety of sources, including books, newspapers, articles, biographies and interviews, to create a library of answers to possible questions. Visitors can ask a range of questions on topics as diverse as art history, contemporary events and human behaviour.

Some 72% of Brazilians have never been inside a museum, according to a 2010 study from the Brazilian Institute of Economic Research, something Paulo Vicelli, director of institutional relations at the museum, believes may be linked to a belief that they only offer linear experiences. ‘Why are the public saying that they don’t have an interest in museums? One possibility is that they want to interact more with the art,’ he explains.

According to IBM, the company has been approached by brands looking to use the technology to enable consumers to converse with specific products through their smartphones.

The Big Picture

Museums are tapping into advanced technologies to attract and engage newcomers and regular visitors. To find out more, read our Museum Market.

Discover More News
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN