Imagine a future where ancient art converses with cutting-edge technology, where centuries-old paintings come to life through virtual guides, and where every visitor can explore cultural heritage in their own language. This future is no longer a distant vision—it’s already reality, thanks to the innovations discussed at Ravello Lab 2024, where over 100 experts gathered to reimagine the future of culture in the digital age.
From October 19-21, 2024, the stunning setting of Ravello, with its breathtaking views of the Amalfi Coast, hosted the nineteenth edition of Ravello Lab. This renowned European forum, sponsored by Federculture, the European University Center for Cultural Heritage, and the School of Cultural Heritage and Activities Foundation, provided the perfect opportunity to explore the impact and potential of artificial intelligence (AI) in the cultural sector. The event took place in a historic villa, where art and history created an ideal environment for deep reflection on the future of culture.
The central focus of Ravello Lab 2024 was understanding how AI could become a valuable ally in enhancing cultural heritage. Alfonso Andria, President of the European Center and the Ravello Lab Committee, emphasized the collective responsibility in guiding the innovation process, preventing it from being driven solely by economic interests. “While technology can support the development of the cultural system, culture must help guide innovation,” he stated, highlighting the need for balance between progress and cultural values.
Thematic roundtables: sustainability, technology, and continuous learning
During the three-day conference, academics, public administrators, and cultural operators engaged in crucial discussions at thematic roundtables led by experts such as Fabio Pollice, Pierpaolo Forte, and Marcello Minuti. These dialogues resulted in practical proposals for both government and private sectors, aiming to create a fruitful partnership between technology and culture.
A central theme was the connection between culture and sustainability. Pierpaolo Forte emphasized that cultural heritage should not be viewed merely as an economic burden but as a resource capable of generating both economic and social value. Innovative technologies, such as artificial intelligence, can contribute to making tourism more sustainable and promoting urban regeneration while respecting local communities, prioritizing people’s wellbeing and territorial protection.
Data from the School of Cultural Heritage and Activities Foundation revealed that Italy still lags behind other European countries in the digitalization of the cultural sector: only 20% of museums use digital tools strategically, and just 5% adopt technologies for conservation. This prompted the forum to reaffirm the importance of continuous training to prepare new generations of professionals with advanced digital skills. As Andria said, “Today’s technological challenges require creative solutions like those that emerged during these days.” Marcello Minuti focused attention on the evolution of cultural work in the digital age. It’s not just about adopting new technologies but developing cross-cutting skills that enable better collaboration and streamlined processes. A workforce with a digital mindset can innovate and reduce the technological dependence of local institutions, bringing benefits at both operational and strategic levels.
Additionally, local students contributed to the debates with thought-provoking questions and fresh ideas, fostering an intergenerational dialogue essential for understanding and addressing future challenges.
The amuseapp experience: AI for accessible culture
In today’s digital era, the needs of audiences and cultural venues are changing at an unprecedented pace. Technology is no longer just an accessory but a fundamental element in offering memorable and engaging visitor experiences. The amuseapp team understands this well and was pleased to participate in Ravello Lab 2024 to share their experience in applying artificial intelligence to support cultural heritage.
Their platform enables museums and cultural space managers to create multilingual audio guides and customize visitor journeys based on different audience needs. Through the app, visitors can maximize all available features: listen to personalized audio guides, interact with a virtual guide trained on every exhibition detail, and even support the museum and cultural heritage through contributions, thanks to an integrated donation system. All of this directly from their smartphones.
Beyond the quality of experience offered, amuseapp stands out for its rapid implementation. In just 7 days, a museum can have its content uploaded and ready for visitor use. This drastically reduces the time and costs associated with more traditional solutions. Furthermore, the absence of fixed costs makes amuseapp a sustainable choice for museums of all sizes, from major institutions to small local venues.
amuseapp addresses the challenges and opportunities of the modern world, making culture more accessible, interactive, and sustainable, in line with the needs of an increasingly digitalized audience.
A future of culture and innovation
Ravello Lab was not just a moment for reflection but a true laboratory of ideas, where dialogue between innovation and tradition builds the foundation for the future of our cultural heritage. The event concluded with a message of hope and responsibility: AI and digitalization should not be seen as threats but as tools to make culture more open and participatory.
The amuseapp team fully agrees and is grateful to have participated in this stimulating event. It was a valuable opportunity to share the amuseapp experience and demonstrate how their solution addresses the needs of the modern world.
