AI tours and an AR game for the Smithsonian American Art Museum
Smithsonian American Art Museum Enhances Visitor Experience with Smartify Audio Guide and AR Game
The Challenge
Following the recent refurbishment and rehang of the Smithsonian American Art Museum (SAAM), the museum aimed to cater to Washington D.C.'s evolving demographics. SAAM sought to offer a more inclusive and accessible visitor experience, particularly to its diverse audience.
To achieve this, the museum wanted to develop a visitor guide that not only highlighted its vast collection but also foregrounded artists' voices, offering a personalized and immersive experience for each visitor.
The Smartify Solution
To address these goals, Smartify collaborated with SAAM to create an innovative audio guide available in three languages: English, Spanish, and American Sign Language (ASL). The guide covers various themes, including:
- Collection Highlights
- African American Artists
- Building Tour
- Family Tour
- Artist Voices Tour
Leveraging years of AI development and language learning models, this collaboration allowed Smartify to refine and release its latest technology. The integration of AI-powered personalised tours enables visitors to select their tour based on their available time, access needs, and art preferences. Visitors can now enjoy a truly customized experience that resonates with their personal interests.
Interactive Features and Human-Centric Interpretation
Despite its advanced AI features, Smartify's audio guide maintains a strong human touch. It features curated content, including new and archival audio from over a dozen artists, who share the stories behind their work. SAAM’s Head Curator, Randy Griffey, emphasizes, “It begins with looking at the curatorial content and expertise available and then exploring ways for that content to resonate better with a visitor.”
Listen to the SAAM Audio Tours Here
Augmented Reality Experience: The Temple of Invention
Beyond the audio guides, Smartify worked closely with SAAM to develop an Augmented Reality (AR) game titled The Temple of Invention. Inspired by Victorian-era patent designs, this interactive experience is set in the style of an 1800s paper theatre. Players explore hidden stories about historical events, key figures, inventors, and their unique inventions, blending education with engagement.
Watch the Temple of Invention Trailer Below
Measuring Success: The Results
Smartify employed a data-driven approach to track the success of the project by monitoring Key Performance Indicators (KPIs) such as take-up rates, completion rates, and Net Promoter Scores (NPS). A custom dashboard was developed to visualize real-time data, allowing SAAM to assess visitor engagement and conversion rates effectively.
The project has exceeded expectations, with take-up and completion rates surpassing initial goals. Net Promoter Scores, collected through in-app surveys, remain consistently high, indicating that visitors are highly satisfied with the experience.
Watch the Smartify CoFounder and CEO Thanos Kokkiniotis and SAAM’s Acting Director Jane Carpenter-Rock Discuss the Project at Museum Next