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
Lancôme opens luxury retreat space and cafe in Doha airport

News

Lancôme opens luxury retreat space and cafe in Doha airport

Lancôme has unveiled Café de la Rose inside Doha’s Hamad International Airport, its first travel retail café and only the second globally.
Retail : Beauty : Travel
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

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 : Fashion : Beauty
Stat: Americans turn to travel to connect with loved ones

News

Stat: Americans turn to travel to connect with loved ones

A new survey from Hyatt’s Inclusive Collection reveals Americans are craving more meaningful time with loved ones, and travel is emerging as a key ...
Travel : Statistic : Optimised Odysseys
Toyota opens Woven City as a living lab for future lifestyles

News

Toyota opens Woven City as a living lab for future lifestyles

Toyota has opened its experimental Woven City at the base of Mount Fuji, creating a testbed where residents live alongside prototypes of emerging t...
Technology : Design : Toyota
Stella McCartney launches luxury live-stream shopping platform

News

Stella McCartney launches luxury live-stream shopping platform

Stella McCartney has introduced Shop With Stella, an interactive shopping event co-hosted by actor Eva Mendes and powered by Swedish video commerce...
Retail : Luxury : Livestream
Stat: The fashion industry’s hottest climate risk is factory workers’ health

News

Stat: The fashion industry’s hottest climate risk is factory workers’ health

A September 2025 report by the Fashion Revolution movement reveals that the fashion industry is failing to measure dangerous factory temperatures, ...
Fashion : Sustainability : Stat
Claude’s Keep Thinking campaign positions AI agent as problem-solving tool

News

Claude’s Keep Thinking campaign positions AI agent as problem-solving tool

In a new campaign entitled Keep Thinking, AI agent Claude is framed as the go-to tool for problem-solvers.
AI : Co-creation : Campaign
Mulberry accelerates growth with circular exchange initiatives

News

Mulberry accelerates growth with circular exchange initiatives

Mulberry has published its 2024/2025 Impact Report, highlighting major progress in circularity and regenerative design.
Mulberry : Luxury : Fashion
Stat: Empathy emerges as the ultimate business advantage

News

Stat: Empathy emerges as the ultimate business advantage

A study from Zurich Insurance released in September 2025 shows that consumers reward businesses that demonstrate empathy while punishing those that...
Retail : Society : Statistic
Blackdot’s AI tattoo device aims to make ink safer, smarter and less painful

News

Blackdot’s AI tattoo device aims to make ink safer, smarter and less painful

Austin-based start-up Blackdot has developed an AI-powered tattoo device designed to make tattoos faster, more precise and significantly less painf...
AI : Blackdot : Tattooed
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