Developed by the Austrian Museums Association's Working Group of Communication Teams in collaboration with attorney Jeannette Gorzala, the guidelines provide practical advice on how museums can label content that has been generated or modified using artificial intelligence. Fourteen Austrian museums contributed to the initiative, bringing together legal expertise and museum practice to create a resource tailored to the sector.
Alongside the guidelines, the working group has also developed a dedicated AI labelling icon that museums can use as an alternative to the standardised labels proposed at European level. The resource aims to support museums in implementing transparent communication practices and maintaining public trust when using AI-generated or AI-edited content.
- Access the AI Labelling Guidelines (in German)
- Download the AI Labelling Icon via Proton (in German)
- Learn more about the transparency requirements under the EU AI Act
AI and museums at the NEMO European Museum Conference 2026
Questions surrounding AI, transparency, ethics and the future role of museums will be some of the main topics at the NEMO European Museum Conference 2026: Human after all – Museums in the wake of AI, taking place 11–13 October 2026 in Vilnius, Lithuania.
The conference will bring together museum professionals from across Europe to explore how museums can navigate AI, digital transformation and cybersecurity while remaining people-centred, trustworthy and resilient institutions. Through presentations, discussions and hands-on workshops, participants will examine both the opportunities and challenges that AI presents for the museum sector.
The institutions behind the Austrian guideline
The Austrian Museums Association would like to thank the participating institutions for their collaboration and professional input:
Albertina (Wien), Graz Museum (Graz), Heidi Horten Collection (Wien), Jüdisches Museum Hohenems (Hohenems), kärnten.museum (Klagenfurt), Kunsthaus Bregenz (Bregenz), mumok – Museum moderner Kunst Stiftung Ludwig (Wien), Museum der Moderne Salzburg (Salzburg), OÖ Landes-Kultur GmbH (Linz), Österreichisches Filmmuseum (Wien), Remise der Wiener Linien (Wien), Salzburg Museum (Salzburg), Universalmuseum Joanneum (Graz), and vorarlberg museum (Bregenz).
