Hear 'The Voice of Art' Thanks to IBM AI
Ogilvy Brazil allow museum visitors to have conversations with artworks with new app.
Credits
powered by- Post Production Bando Studio
- Editor Lucas Coelho
- Director of Photography Vagner Jabour
- Art Director Frederico Gasparian
- Copywriter Leandro Neves
- Agency Producer Lais Pereira
- Agency Producer Rafael Rosi
- Agency Producer Cecilia Taioli
- Executive Creative Director
- Executive Producer Marcela Sutter
- Chief Creative Officer
- Director Leandro HBL
- Director Alexandre Charro
- Producer Delio Santiago
- Creative Director Marcio Fritzen
- Creative Director Guiga Giacomo
- Sound Designer Banda Sonora
Credits
powered by- Post Production Bando Studio
- Editor Lucas Coelho
- Director of Photography Vagner Jabour
- Art Director Frederico Gasparian
- Copywriter Leandro Neves
- Agency Producer Lais Pereira
- Agency Producer Rafael Rosi
- Agency Producer Cecilia Taioli
- Executive Creative Director
- Executive Producer Marcela Sutter
- Chief Creative Officer
- Director Leandro HBL
- Director Alexandre Charro
- Producer Delio Santiago
- Creative Director Marcio Fritzen
- Creative Director Guiga Giacomo
- Sound Designer Banda Sonora
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.
Connections
powered by- Agency Ogilvy Brazil
- Post Production Bando Studio
- Production Bando Studio
- Agency Producer Cecilia Taioli
- Chief Creative Officer Claudio Lima
- Director Leandro HBL
- Executive Creative Director Felix del Valle
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