As we live increasingly mobile, digital and virtual lives, museums must find new ways to tell their stories and engage with their audiences. As digital experience and physical spaces merge, so will the audience and the curator. Over the next years, several problems will place pressure on museums to innovate and adapt to changing user needs and economic realities. New technologies – like augmented reality – are changing how and where we can have museum-like experiences. Moreover, social and cultural shifts in society are influencing what type of experiences people will expect, while restriction to funding will continue to put pressure on some museums to be both profitable and more inclusive at the same time.

No organization or sector is now immune to digital transformation; the question is how to embrace it and to make it a competitive advantage. Digital has a fundamental impact on how change takes place, so even tough transformation is not only digital, it cannot be achieved without it. Digital is shaping the competitive battleground in all sectors and the cultural area is no exception.

Digital technology applied to cultural heritage allows to create and share information amongst a wider audience that is also actively involved in co-creating and interpreting that heritage knowledge. As digital technologies become more complex but at the same time more affordable, they have arguably an increasingly prominent role in the communication and interpretation of heritage. Digital Experience and heritage are now crucially connected.

Digital innovation success will depend on how well integrated are digital media and museology/visitor studies domains, in order to deliver a rich visitor experience.

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