How a Museum Marketing Team Used AI to Bring People Closer to Art
In 2025, Harvard Art Museums considered using generative artificial intelligence in a marketing campaign to increase visitor engagement and membership. Looking to boost attendance and appeal to a younger audience base, and facing intensified competition for leisure time, the Museums’ marketing team explored animating a canonical artwork using AI-generated avatars as part of a digital campaign. While the approach promised novelty and attention, it raised internal concerns about brand authenticity, interpretive authority, donor relations, and reputational risk—particularly given broader cultural anxieties surrounding AI and the museums’ association with the Harvard brand. Harvard Business School Assistant Professor Julian De Freitas and Harvard Art Museums Director of Marketing John Connolly join host Brian Kenny to discuss the case, Harvard Art Museums: When Art Meets Artificial Intelligence. They explore tensions between innovation and brand stewardship in cultural marketing, organizational barriers to new technology adoption, and the strategic use of emerging technologies in brand management. Receive SMS online on sms24.meTubeReader video aggregator is a website that collects and organizes online videos from the YouTube source. Video aggregation is done for different purposes, and TubeReader take different approaches to achieve their purpose.
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