Art Meets AI: Inside the Groninger Museum’s Online Platform
- Emma Hizette
- Jan 28
- 2 min read
Artificial intelligence (AI) is reshaping museums by transforming how they manage their collections and enhancing visitor experiences, creating a future where technology and culture come together. The Groninger museum recently hopped on this trend by launching an online collection using AI at the end of last year. The digital platform showcases 38,000 objects from their collection.
Before the launch, only 4% of the museum’s collection could be showcased physically, the other 96% were hidden in the museum’s depot. “It’s a shame because one of our most important tasks is to bring culture and art to people. And we cannot do that if everything is behind locked doors,” says Thijs Wesselink, project manager at the Groninger museum. Creating a digital collection gives the museum the chance to highlight their diverse collection more effectively. Similarly, other museums across Europe are embracing technological advancements to enhance accessibility and engagement. In 2022, the Louvre introduced an AI-powered virtual assistant that offers personalized tours and real-time information. Likewise the British Museum launched an AR (Augmented Reality) app in 2023, allowing visitors to see historical artifacts in their original context.
The Groninger museum started the process of digitizing their collection in 2018. It is an ongoing process, as their archive holds 50,000 to 70,000 pieces, making it a task that may never be fully completed. While most museums already have digital platforms tailored primarily for researchers and people working in the industry, Groninger museum’s online platform stands out by being designed specifically for the public, making it accessible to everyone. “We wanted a platform that everyone could use. And to show our collection to the world in a fun way,” says Wesselink.
The platform features an AI-powered search tool that allows users to explore the collection based on specific keywords. For instance, if a user types in the word “love”, the AI analyzes the collection and presents items it associates with that concept. While the AI is good at recognizing straightforward words such as butterfly, abstract concepts such as love may prove more difficult. “Sometimes you get results where you’re like, hmm, is this 100% true? But that’s the beauty of it because that sparks a conversation,” explains Wesselink, noting that AI will always have certain flaws.
Currently, the platform excludes pieces without images and those restricted by an 18+ filter, reflecting the museum’s focus on using the platform for educational purposes. According to Wesselink, some items in the collection feature violent, or sexually explicit content, which led to 225 pieces being excluded by the AI due to the 18+ restriction. Additionally, it is currently available only in Dutch, limiting access for international audiences at this stage.
In the rapidly evolving digital landscape, there is no doubt that AI is reshaping how museums connect with their audiences, offering new opportunities to engage and educate. As Wesselink aptly puts it, “This is what is happening in the world, so you’ve got to find a way to embrace it.”
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