{"id":306246,"date":"2025-10-24T13:28:06","date_gmt":"2025-10-24T11:28:06","guid":{"rendered":"https:\/\/amuseapp.art\/beyond-audio-guides-when-technology-makes-culture-more-accessible-and-understandable\/"},"modified":"2025-10-24T13:28:06","modified_gmt":"2025-10-24T11:28:06","slug":"beyond-audio-guides-when-technology-makes-culture-more-accessible-and-understandable","status":"publish","type":"post","link":"https:\/\/amuseapp.art\/en\/beyond-audio-guides-when-technology-makes-culture-more-accessible-and-understandable\/","title":{"rendered":"Beyond Audio Guides: when Technology Makes Culture more Accessible (and Understandable)"},"content":{"rendered":"<h2 data-start=\"468\" data-end=\"932\">Introduction<\/h2>\n<p data-start=\"468\" data-end=\"932\">There&#8217;s a thought-provoking statistic: according to research from the University of Bamberg, most museum visitors spend <strong data-start=\"601\" data-end=\"642\">less than 40 seconds in front of an artwork<\/strong>, and only 37% read the gallery texts (source: Smithsonian Institution).<\/p>\n<p data-start=\"468\" data-end=\"932\">It&#8217;s not simply inattention: often <span style=\"text-decoration: underline;\"><strong>museum language fails to truly speak to people<\/strong><\/span>. It&#8217;s a rich, technical language, but distant from the way we learn and understand what surrounds us today. <\/p>\n<h2 data-start=\"468\" data-end=\"932\">Amuseapp and New Ways of Experiencing Culture<\/h2>\n<p data-start=\"934\" data-end=\"1340\">In recent years, however, something is changing. Italian museums are undergoing a <strong data-start=\"1025\" data-end=\"1061\">profound digital transformation<\/strong>, supported by PNRR investments and renewed interest in cultural innovation. More and more institutions are experimenting with tools that make visits more <strong data-start=\"1232\" data-end=\"1275\">immersive, accessible and personalized<\/strong>: from smart audio guides to interactive thematic paths.  <\/p>\n<p data-start=\"1342\" data-end=\"1523\">It&#8217;s from this vision that <strong data-start=\"1372\" data-end=\"1384\">amuseapp<\/strong> was born, a startup from Belluno that chose to use <strong data-start=\"1430\" data-end=\"1522\">artificial intelligence to make culture accessible to everyone<\/strong>.<\/p>\n<h3 data-start=\"1530\" data-end=\"1591\">Artificial Intelligence in the Cultural Sector: Amuseapp and Amuseagent<\/h3>\n<p data-start=\"1593\" data-end=\"1894\">Founded in 2024 by <strong data-start=\"1613\" data-end=\"1635\">Marco Da Rin Zanco<\/strong>, <strong data-start=\"1637\" data-end=\"1656\">Michele Da Rold<\/strong> and <strong data-start=\"1659\" data-end=\"1676\">Alberto Nalin<\/strong>, amuseapp is a spin-off of <strong data-start=\"1705\" data-end=\"1714\">Larin<\/strong>, a marketing and digitalization agency from Belluno.<br data-start=\"1766\" data-end=\"1769\">The mission is clear: <strong data-start=\"1791\" data-end=\"1861\">transform every visit to cultural sites into an experience accessible to all.<\/strong><\/p>\n<p data-start=\"1896\" data-end=\"2397\">At the center of the platform is <strong data-start=\"1928\" data-end=\"1942\">amuseagent<\/strong>, an artificial intelligence system capable of analyzing texts, catalogs and raw materials provided by museums and transforming them into <strong data-start=\"2062\" data-end=\"2100\">customizable narrative content<\/strong>.<br data-start=\"2101\" data-end=\"2104\"><strong>Every visitor<\/strong> \u2013 adult or child, expert or curious, tourist or student \u2013 <strong>can access a tailored version of the journey<\/strong>, adapted to their age, language and level of knowledge.<br data-start=\"2286\" data-end=\"2289\">Simply scan a QR code to experience an interactive and multilingual experience, without technological barriers.<\/p>\n<blockquote data-start=\"2399\" data-end=\"2752\">\n<p data-start=\"2401\" data-end=\"2752\">&#8220;Artificial intelligence doesn&#8217;t replace culture, it accompanies and enhances it,&#8221; explains Marco Da Rin Zanco, co-founder &amp; CEO of amuseapp.<br data-start=\"2529\" data-end=\"2532\">&#8220;We have created a tool that gives people back the pleasure of fully understanding what they observe and gives cultural sites the ability to tell their stories in an innovative way. Our mission is to democratize access to knowledge.&#8221;<\/p>\n<\/blockquote>\n<p data-start=\"2401\" data-end=\"2752\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-306226 size-full\" src=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-scaled.jpg 2560w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-300x200.jpg 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-1024x683.jpg 1024w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-768x512.jpg 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-1536x1024.jpg 1536w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/EK109235-2048x1365.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p data-start=\"2401\" data-end=\"2752\">From left: <strong>Michele Da Rold<\/strong> (co-founder &amp; PR of <a href=\"http:\/\/www.amuseapp.art\">amuseapp<\/a>), <strong>Alberto Nalin<\/strong> (co-founder of <a href=\"http:\/\/www.amuseapp.art\">amuseapp<\/a> and CEO of <a href=\"http:\/\/www.larin.it\" target=\"_blank\" rel=\"noopener\">larin<\/a>), <strong>Marco Da Rin Zanco<\/strong> (co-founder and CEO of <a href=\"http:\/\/www.amuseapp.art\">amuseapp<\/a>)<\/p>\n<h3 data-start=\"2759\" data-end=\"2794\">A New Language for Museums<\/h3>\n<p data-start=\"2796\" data-end=\"3250\">amuseapp is not only a support for visitors, but also an ally for curators.<br data-start=\"2881\" data-end=\"2884\">The platform allows you to <strong data-start=\"2911\" data-end=\"2947\">create, distribute and analyze<\/strong> museums&#8217; digital content while maintaining full curatorial control.<br data-start=\"3021\" data-end=\"3024\">Thanks to data collected anonymously \u2013 such as time spent in front of an artwork or the most used language \u2013 museums can better understand their audience and <strong data-start=\"3196\" data-end=\"3249\">build more engaging and inclusive experiences<\/strong>.<\/p>\n<blockquote data-start=\"3252\" data-end=\"3433\">\n<p data-start=\"3254\" data-end=\"3433\">&#8220;Technology, when used correctly, is not a filter but a language that opens up,&#8221; adds Da Rin Zanco.<br data-start=\"3362\" data-end=\"3365\">&#8220;It doesn&#8217;t tell stories instead of curators, but gives voice to their stories.&#8221;<\/p>\n<\/blockquote>\n<p data-start=\"3254\" data-end=\"3433\"><img decoding=\"async\" class=\"alignnone wp-image-306233 size-full\" src=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/amuseapp-grafica-annuncio-round-2.png\" alt=\"\" width=\"1080\" height=\"1350\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/amuseapp-grafica-annuncio-round-2.png 1080w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/amuseapp-grafica-annuncio-round-2-240x300.png 240w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/amuseapp-grafica-annuncio-round-2-819x1024.png 819w, https:\/\/amuseapp.art\/wp-content\/uploads\/2025\/10\/amuseapp-grafica-annuncio-round-2-768x960.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/p>\n<p data-start=\"3254\" data-end=\"3433\">\n<h3 data-start=\"4137\" data-end=\"4185\">An Italian Model of Cultural Innovation<\/h3>\n<p data-start=\"4187\" data-end=\"4574\">In less than two years, amuseapp has reached <strong data-start=\"4230\" data-end=\"4263\">over half a million users<\/strong> and more than <strong data-start=\"4266\" data-end=\"4294\">70 cultural institutions<\/strong> throughout Italy.<br data-start=\"4311\" data-end=\"4314\">And today, after recently closing a <strong data-start=\"4345\" data-end=\"4395\">\u20ac350,000 pre-seed investment round<\/strong>, the startup is ready to grow beyond national borders, strengthening its technology and consolidating a model that combines <strong data-start=\"4527\" data-end=\"4573\">innovation, accessibility and sustainability<\/strong>.<\/p>\n<p data-start=\"4870\" data-end=\"5092\">An achievement that, as the founders tell us, &#8220;is not only financial, but human&#8221;.<br data-start=\"4952\" data-end=\"4955\">Because every innovation starts from a shared mission: <strong>making the cultural experience understandable and accessible to everyone, overcoming the linguistic, economic and technological barriers<\/strong> that often limit access.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction There&#8217;s a thought-provoking statistic: according to research from the University of Bamberg, most museum visitors spend less than 40 seconds in front of an artwork, and only 37% read the gallery texts (source: Smithsonian Institution). It&#8217;s not simply inattention: often museum language fails to truly speak to people. It&#8217;s a rich, technical language, but [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":306221,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[126],"tags":[],"class_list":["post-306246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When technology makes culture more accessible - amuseapp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/amuseapp.art\/en\/beyond-audio-guides-when-technology-makes-culture-more-accessible-and-understandable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When technology makes culture more accessible - amuseapp\" \/>\n<meta property=\"og:description\" content=\"Introduction There&#8217;s a thought-provoking statistic: according to research from the University of Bamberg, most museum visitors spend less than 40 seconds in front of an artwork, and only 37% read the gallery texts (source: Smithsonian Institution). 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