Ötzi’s digital assistant

AI in the museum as a solution for personalized interaction with visitors and efficient resource management 

As a part of the Austrian Museum Day 2025 in Bolzano, which was entirely dedicated to artificial intelligence and digitalization in museums, director of the South Tyrol Museum of Archaeology, Elisabeth Vallazza, presented an innovative and practical example: the museum’s new digital assistant. 

Since September, an AI-based assistant has been available on the museum’s website www.iceman.it to answer questions about visiting the museum and Ötzi the Iceman around the clock. The system was developed in collaboration with the Bolzano-based company Factory Digital Transformation Hub and is derived from ChatGPT technology. The goal is to provide visitors with quick, reliable information while also easing the burden on the museum team. 

In contrast to generic or outdated online sources, the digital assistant provides reliable, up-to-date information that comes directly from the museum – for instance, about opening times or reservations. The public has responded positively: the new service has been used intensively even shortly after it was launched. To ensure that the answers remain accurate in the long run, the museum regularly checks their quality. 
“This assistant enables the provision of interactive and personalized information which is available to visitors around the clock, thus meeting the growing demand for fast and relevant information,” Vallazza emphasized. “At the same time, it optimizes the use of resources for visitor assistance by handling simple inquiries and freeing the staff for more demanding tasks.” 

By using this technology, the South Tyrol Museum of Archaeology is taking on a pioneering role – only a handful of museums worldwide offer a similar service.