Open Forum

For museums who survey visitors, we're seeing a surprisingly already high and growing number of visitors using AI to plan their visit. At the same time, we can also see website traffic changing, in a way that's not aligned with visitation trends or historical patterns. 

There's no data available yet from platforms like ChatGPT, so we created a benchmark data set and assessment tool. We looked at how visible a museum is, how well described, how it rates in sentiment and on aspects of the experience like family friendliness and accessibility, plus persona coverage and improvements to be made.

Interestingly, we found a real correlation with museums with great visitor reviews (e.g. Google) - we're entering an era where pure visitor experience will be a growth factor. We're also seeing low hanging fruit as optimization opportunities, like the FAQ page, to help provide AI with the information we want to show in visitor conversations we don't control.

Curious to hear what everyone else is seeing out there and how visible this problem is for marketing and digital teams.

Webinar Webinar: Generative AI benchmarks for attractions - Dexibit

Writing FAQs for AI Why a killer FAQ page is your secret weapon for gen AI search - Dexibit

Visitor reviews and AI DATA: Why visitor sentiment - not SEO - drives generative AI visibility for attractions - Dexibit