Social media strategy, AI, and digital storytelling take centre stage at the Museums + Heritage Show in London this May, with 70+ talks exploring how emerging technologies enhance visitor experiences and accessibility in the sector.
The expanding role of digital technology is one of the themes to be explored across sessions at this year’s Museums + Heritage Show in London.
The two-day event, beginning on Wednesday 14th May 2025, will explore how museum and heritage professionals are using AI, social media, and digital strategy to enhance visitor experiences, improve accessibility, and adapt to changing audience expectations.
Taking place across the third theatre at sector event, a day of sessions programmed in facilitation with Linda Spurdle, Digital Strategist for the Creative, Cultural and Digital Industries, will explore emerging technologies, including AI-powered interpretation, digital storytelling, and BYOD (Bring Your Own Device) solutions.
In total, there are more than 70 talks programmed at the Museums + Heritage Show this May taking place in a packed programme. Browse in full here.
Starting the day in Theatre 3 on Wednesday will be a panel discussion which attempts to unpack how museums can navigate shifts in social media to align with their values and connect with audiences.
Is this your last social media strategy?
‘Social media: Dead or evolving? What comes next?’ will see Cherelle Cunningham, Head of Marketing and Audiences at MK Gallery; Katy Farrell, Social Media Tech Champion at Digital Culture Network and Joe Vaughan, Marketing Manager at MERL discuss the shifting social media landscape and the decisions museums now face.
Connecting visitors and objects with conversational AI
Jack Ashby, assistant director at the University Museum of Zoology and Abhik Palit, social science and partnerships lead at Nature Perspectives will lead a session exploring AI’s potential to create conversational interactions between visitors and museum objects.
‘Talk to the animals: using AI to allow visitors to converse with museum objects’ will explore the potential for AI as a tool for meaningful museum interpretation. In what is believed to be the first use of AI to allow visitors to converse with museum objects from the objects’ point of view, the speakers will explain how they are testing how AI can deepen audience engagement and enhance learning opportunities.
Sector experts to share groundbreaking strategies at Museums + Heritage Show
Uniting dispersed collections
A session exploring digital collaboration for heritage storytelling is the next session of the day. Using digital tools to unite dispersed collections and enhance the storytelling of historic artefacts.
The session presented by the University of Southampton and Dundee Heritage Trust will explore a digital project to unite collections regarding the Royal Research Ship Discovery, which are dispersed throughout the United Kingdom.
Kim Turford-Mowat, education and communities at Dundee Heritage Trust and Felix Pedrotti, maritime archaeologist, University of Southampton will present ‘Tales of Discovery’, and how the project’s outcomes have been applied.
Enhancing engagement with the Bloomberg Connects app
Kripa Gurang of Bloomberg Connects will explain how the Bloomberg Connects app supports museums in transforming visitor experiences.
In ‘Enhance visitor engagement with Bloomberg Connects’, the session will explain how the organisation has worked with over 800 cultural partners to offer enhanced experiences for users on-site and off. For more than two decades, Bloomberg Philanthropies has helped cultural institutions transform their visitor experience with new and emerging technology. As part of this ongoing support for arts and culture, the app is free for institutions to join and for visitors to use.
Taking handcrafted characters into digital experiences
In a session on blending storytelling with immersive technology, Molly Van Den Brink, senior attractions and live experiences manager at Aardman will explore how the brand – famous for the likes of Wallace and Gromit and Shaun the Sheep – has used its IP and iconic storytelling to develop immersive, digital visitor experiences.
‘Elevating visitor experiences with storytelling and digital technologies’ will explore how to retain the original, beloved charm of well-loved characters while exploring emerging and innovative technologies.
BYOD engagement strategies
Attendees to the sixth event of the day will learn how BYOD (Bring Your own Device) approaches like QR codes and AR can enhance accessibility and interaction without high costs.
Creative technologist for the cultural sector Raül Leiva Olmo will present ‘Bringing Digital to Life: Affordable & Accessible BYOD Experiences for Museums’, unveiling practical, low-cost strategies on visitors’ smartphones, enhancing accessibility and engagement.
Strategic AI adoption for museums
The Arts Marketing Association’s CEO Cath Hume, and head of digital research & development Paul Blundell, will present a session explaining how it supports AI strategy for museums with their AI Policy Template and guidance. ‘Navigating AI Strategy’ will introduce its AI mentor to support heritage professionals.
To see the sessions in person this May, book your free pass here.
