Hear 'The Voice of Art' Thanks to IBM AI

Ogilvy Brazil, IBM and the Pinacoteca de São Paulo Museum have joined forces to give some of Brazil's most beloved artworks a voice using IBM Watson, an artificial intelligence technology.

Named The Voice of Art, this new project aims to change the startling statistic that 70% of Brazilians have never visited a museum. Partly blaming this on the lack of interactivity in the art experience, Ogilvy and IBM created an innovate audio guide available to visitors of the Pinacoteca.

Upon arrival at the museum, visitors are given a pre-loaded smart device featuring the The Voice of Art app and a pair of headphones. Moving through the museum, they will get notifications when they pass compatible works. Then, users can ask the app questions about the works which the AI will answer thanks to the IBM Watson API and a huge amount of data and research.

"We want the visitor to experience a new way to go to a museum, interacting with the art pieces and getting his questions about it answered in real time," said IBM Brasil communications manager Fabiana Galetol. "There are several curiosities about the selected art-pieces and to have a conversation with them is a very unique and stimulating way to learn."

Click here to see another museum using AI to allow people to interact with artworks.