Italy’s cultural sector is going through a crucial phase of digital transformation. With more than 4,900 museums and one of the richest artistic heritages in the world, Italy has the opportunity-and the responsibility-to lead innovation in cultural fruition. But there is still much to be done: according to recent studies, only 44 percent of Italian museums offer digital experiences to their visitors, a figure that places us significantly behind the European average of 68 percent.
By 2023, 54 percent of museums have invested in innovation, with 74 percent having digitized at least part of their collection (source). This marks a significant commitment to modernization and accessibility.
About 14 percent of museums use artificial intelligence to improve visitor interactions and manage collections (source). AI offers opportunities to create personalized content and improve language accessibility.
Although 44% of museums still have architectural barriers, 56% are working on language aspects to make the offerings more inclusive (source). Digital innovation is seen as a means to overcome these limitations.
More than half of Italian museums do not have a strategy for dealing with technological obsolescence. Only 44 percent of institutions said they have one, highlighting a serious lack of long-term planning ( source).
Lombardy leads in digitization with 74 percent of museums having implemented digital practices. In contrast, in regions such as Molise, only 22 percent of museums have adopted such innovations ( source). These disparities indicate inequality in access to resources and investment.
Innovation in the cultural sector is no longer an option, but a necessity. Today’s visitors, accustomed to digital experiences in every aspect of their lives, expect the same immediacy and personalization during cultural visits as well. Modern digital audioguide solutions are the first, crucial step in this direction.
We analyzed the top 5 platforms that are revolutionizing the way visitors interact with cultural heritage. Here’s what we discovered.
Smartguide: “YouTube of tour guides.”
Smartguide has positioned itself as the “YouTube of tour guides,” offering self-guided tours to more than 100,000 locations. The platform allows different entities-from museums to tourist boards-to create digital guides. The selling point? The simplicity of content creation and the wide geographic coverage. However, the generalist approach may not meet the specific needs of museums that require more specialized functionality.
Strengths:
- Intuitive interface for content creation
- Wide geographical coverage (1,200+ destinations)
- Hands-free experience with immersive audio content
- Personalized recommendation system
Limitations:
- Generalist approach that may not meet specific museum needs
- Focus mainly on tourist destinations rather than individual cultural institutions
- Lack of specialized functionality for museum collections management
Audio-Cult: Swiss simplicity
Audio-Cult, based in Zurich, is distinguished by a typically Swiss minimalist approach. The platform offers a web-based solution for creating digital audioguides, eliminating the need for dedicated devices. While it excels in ease of use, the focus primarily on the Swiss-German market may limit its applicability in broader contexts.
Strengths:
- Clean and intuitive interface
- Voice reading and transcription capabilities
- Support for archiving tours
- Complementary audio production and translation services
Limitations:
- Presence limited mainly to the DACH market
- Pricing based on annual plans that may not fit all realities
- Limited customization capabilities
STQRY: the American approach
STQRY brings American efficiency to the digital audioguide industry. With a comprehensive offering that includes customized apps and interactive digital labels, it caters primarily to large institutions. The downside? The significant costs and complexity of implementation could be prohibitive for many Italian museums.
Strengths:
- Intuitive online builder for app creation
- Support for interactive maps and geofencing
- Advanced features such as AR and 360° content
- Robust analytics to monitor performance
Limitations:
- Significant setup and operating costs
- Complexity of implementation
- Need for specific technical expertise
- Target audience mainly oriented toward large institutions
Smartify: the art of scanning
Smartify has been making waves with its artwork recognition technology. With more than 700 cultural partners, it offers a unique art discovery experience. However, the dependence on scanning works may limit its usefulness in contexts where this functionality is not a priority.
Strengths:
- Innovative works recognition technology
- Strong focus on accessibility and inclusiveness
- Active community of art enthusiasts
- Direct collaboration with cultural institutions
Limitations:
- Dependence on the scanning of works
- Need for a stable internet connection
- Focus mainly on art and galleries
- Less flexibility for non-visual content
izi.TRAVEL: the open and collaborative platform
izi.TRAVEL is a global platform that stands out for its collaborative and open approach. It enables museums, galleries, organized tours, zoos, and even avid travelers to create digital audio guides totally free of charge. Its ease of use and accessibility make it a versatile solution, ideal for anyone who wants to share stories and cultural content without upfront investment.
Strengths.:
- Free accessibility: creation and use of content with no upfront costs.
- Collaborative platform: Anyone can create and share content, from private users to cultural institutions.
- Multilingual support: ability to create audioguides in different languages.
Limitations:
- Basic functionality: although accessible to all, it lacks advanced customization features that could be crucial for larger museums or cultural institutions.
- Limited monetization: the platform is free, but for cultural venues that want to offer paid content, it is not the right solution
- CMS dependence.: To create content, the user must rely on the platform’s Content Management System, which may be less intuitive than other dedicated solutions.
amuseapp: cultural innovation made in Italy
amuseapp offers a unique solution for Italian museums, solving one of the most common problems: how to deliver personalized digital experiences without high upfront costs and with rapid implementation. What sets it apart is its “zero fixed cost” approach combined with advanced features such as:
- AI-generated multilingual digital audioguides in 30 languages
- Customization of content for different targets (children, experts, tourists)
- Integrated donation system
- Real-time chat with a virtual guide
- Implementation in only 7 days
All these features make amuseapp stand out as the most complete and affordable solution for the Italian market. The absence of initial fixed costs and the speed of implementation make it particularly attractive to museum entities of all sizes.
Strengths:
- Revolutionary “zero fixed cost” model in the industry
- Artificial intelligence for content generation in 28 languages
- Advanced customization for different target audiences
- Integrated donation system to increase revenue
- Real-time chat with virtual guidance
- Rapid implementation (7 days)
- Specifically designed for the needs of all cultural venues: museums, art galleries, parks, hamlets, places of worship and temporary exhibitions.
Unique pluses:
- The ability to generate customized audioguides for different targets (children, experts, tourists) solves the problem of content standardization
- Integrated donation system offers a new source of revenue
- Absence of fixed costs eliminates the risk of initial investment
- Rapid implementation allows you to be up and running in record time
Want to know how amuseapp can improve your cultural venue experience? Contact the team now.
The future is digital (and accessible)
While some platforms seem designed primarily for large international museums, it is clear that the most effective solutions are those that understand the specificities of our cultural market. In this context, amuseapp‘s approach, which combines technological innovation, affordability and personalization, is a particularly interesting model for the future of museum and cultural fruition in Italy.
The digital transformation of Italian museums is a journey that requires technology partners who understand these peculiarities. Only in this way can we preserve and enhance our priceless cultural heritage, making it accessible and engaging for new generations of visitors.