Drawing on responses from the 2025 Annual Survey of Museum-Goers and a follow-up survey of more than 2,000 US adults, the research examines expectations around AI use, transparency and trust in museum content.
- Access the survey results
Concerns about trust, accuracy and the human role in museums
Among respondents who raised concerns about AI, several recurring themes emerged. These included worries about the accuracy and reliability of AI-generated information, the potential replacement of museum staff, and the risk of museums moving away from their focus on human creativity, expertise and interpretation.
Respondents also raised ethical concerns about AI systems and the data used to train them, as well as the importance of clearly informing visitors whenever AI-generated content is used.
Limited support for AI-generated exhibition content
When asked about the use of AI in museums, respondents expressed significantly greater acceptance of AI being used for operational tasks such as drafting emails or website text than for creating exhibition content.
More than 70% of respondents indicated that they did not want AI used to write exhibition text, while only 9% said they were comfortable with museums using AI whenever they wished, including in exhibitions.
Strong expectations for transparency
The survey also found strong support for transparency around AI use. Nearly half of respondents said they wanted to be informed every time AI is used to generate museum content. A further 36% said disclosure was particularly important when AI is used in exhibitions and interpretive materials.
The report concludes that museums should be both thoughtful and transparent in their use of AI, taking visitors' concerns into account and clearly communicating when AI has been used.
Continuing the conversation at NEMO European Museum Conference 2026
Questions around AI, transparency, public trust and the role of human expertise will be central to 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 and beyond to explore how museums can engage with AI and digital transformation while maintaining their role as trusted, people-centred institutions. Through presentations, discussions and workshops, participants will examine both the opportunities and challenges that AI presents for the museum sector.
- Learn more about the NEMO European Museum Conference 2026
- Register now to secure your ticket
- The survey by the AAM was suggested by a conference participants for the Community Resource Hub on AI. Explore the page for more articles and other resources suggested by the museum community for the museum community.
