The project aims to use artificial intelligence to revive the museum industry in Turin, offering a scientific approach to administration and marketing.

Visits to museums depend on supply and demand factors. Both have been affected by the pandemic, while in normal times demand is likely to fluctuate as a function of seasonality, price and what is on display. COVID will likely reduce the total number of visits, but it is also likely that museums will have to enforce social distancing to reduce the risk of infections.

The correct use of artificial intelligence should allow museums to: predict the daily number and possibly the hours of visitors to optimize ticket prices, staff, hours of operation and, during the pandemic crisis, ensure social distancing; increase the demand for their services by improving the visitor experience inside the museums.


Big Data Analysis Lab of the Comune di Torino (IT- Capofila) Università degli Studi di Torino (IT -Coordinator), Dipartimento di Scienze economico-sociali e matematico-statistiche (ESOMAS), Dipartimento di Management, Università degli Studi di Torino, Dipartimento di Architettura e Design, Politecnico di Torino (IT), Dipartimento di Automatica ed Informatica (DAUIN), Politecnico di Torino (IT),  Associazione Abbonamento Musei (IT), Osservatorio Culturale del Piemonte (IT), Reggia di Venaria Reale (IT),  Museo Nazionale del Cinema (IT), Museo Nazionale dell’Automobile(IT), Fondazione Torino Musei (Palazzo Madama, Galleria Civica d’Arte Moderna e Contemporanea (GAM) and Museo d’Arte Orientale (MAO), Pinacoteca Giovanni e Marella Agnelli (IT), Garycom Srl -Start up (IT), Synesthesia Srl – Digital Experience Company (IT).

The project in Turin

Together with the Big Data Analysis Lab of the Municipality of Turin, economists (ESOMAS and Department of Management), engineers (DAUIN) and statisticians (ESOMAS) will use statistical tools, including advanced machine learning algorithms to produce forecasts on museum visitors, optimal pricing and optimal decision making, and an experimental evaluation of the effect of virtual tours on museum visits. The virtual tours will be designed by Synesthesia S.r.l. in collaboration with the museums and architects of the Department of Architecture and Design.

Practical steps

  • This project involves a total of 8 local partners, 4 research partners (university departments) and 2 consulting firms.
  • The main goal is to use artificial intelligence (AI) to revive the museum industry.
  • The use of AI is based on a massive data collection process. Several partners will be part of this process, including the Big Data Analysis Lab of the Municipality of Turin (in collaboration with individual museums) and the Associazione Abbonamenti Musei.
  • The data will be extrapolated from the Museum Pass Cards collected in the last 20 years and will be stated by statesmen, economists and engineers to analyze the individual preferences of visitors.
  • This data will be implemented with data extracted from the use of the new app called “I-Muse App”, developed by Synestesia, which will allow users to better express their preferences and which will also act as a new membership card.
  • All the activities carried out on the App (from booking to purchasing tickets) will be processed and analyzed using Artificial Intelligence methodologies to define the individual preferences of each user and will allow the App to propose personalized suggestions to users based on what to visit.
  • A second part of the project, on the other hand, aims at increasing demand, through the direct improvement of the visitor’s experience: through a variation of the already existing “Line Time” App (developed by Garycom), the Line Time Museum, will allow users to play with events by rearranging them chronologically.
  • All these data, to which will also be added those relating to museum visits collected daily by the Cultural Observatory of Piedmont and the data collected by digital sensors distributed within the museums, will be used to provide hourly and daily turnout, (thus facilitating management of the flows of visits by the administrative organization of the structures through the development of specific algorithms) and will also allow to record the behavior of visitors (turnout, points of interest and favorites), helping the museum to understand what can be improved.
  • QR Codes will also be installed inside the museums that the I – Muse app will be able to process into extra digital content to improve the visitor experience and these will provide further data on visitor preferences.


  • EU contribution to the City of Torino: € 40.000
  • n. 14 partners involved

Contribution UE to the City of Torino


Involved partners