Museums, galleries and other cultural centers showcase objects and trinkets of our collective past. They are gathering spots where we can briefly pause today and visit with and remember yesterday. For many folks, these venues would be the last place to expect tomorrow’s cutting-edge technology to be implemented. But everything from mobile wallets and digital platforms have been coming into play at these places, and the benefits have been noteworthy.
Brendan Ciecko, founder and CEO of Cuseum, presented a workshop on this subject at INTIX 2025. Titled “Boost Revenue and Visitor Engagement With Digital Transformation,” the session was all about how the cultural attractions sector has been digitally transformed in recent years.
The Challenges
Cuseum has been at the forefront of providing such solutions. For Ciecko and his staff, it’s all about appealing to today’s increasingly sophisticated attendees. He says, “Museums today face two significant challenges. First, there’s meeting visitors' heightened expectations for seamless, personalized digital experiences and convenience. Second, keeping up with the rapid pace of technological change while working within budgetary constraints and often limited staffing.”
The Benefits
It’s not easy to balance innovation, accessibility and resource allocation. But that is precisely what’s needed. The venues Cuseum and its competitors service have been using digital platforms to increase ticket sales/foot traffic, memberships, online donations and more. Such platforms have also become essential tools for improving audience experience and member engagement.
Brendan Ciecko
“For example,” Ciecko remarks, “integrating seamless, mobile-friendly ticketing and a membership experience that harnesses the power of the mobile wallet creates frictionless experiences, leading directly to higher satisfaction, member retention and revenue. Additionally, digital storytelling — using on-site mobile tour apps for visitors, augmented reality, and immersive content — extends reach, builds stronger emotional connections and encourages repeat visits and ongoing engagement.”
Emerging technologies such as augmented reality (AR), location-aware content and AI-driven personalization have shown they can elevate guest satisfaction by creating more tailored and memorable visitor experiences. For example, AR is enhancing exhibits by layering dynamic, interactive content over static displays, giving visitors richer insights and deeper engagement.
“At Cuseum,” Ciecko notes, “we’ve leveraged AI to instantly serve content in the visitor’s native language and transform plain-text into a dynamic, audio guide experience to serve increased accessibility, inclusion and satisfaction for visitors of all kinds. Also, mobile wallets, location-aware technologies and smart ticketing solutions help personalize each visit — remembering preferences, anticipating needs and making each interaction feel uniquely crafted for each guest.”
Bringing Everyone Into the 21st Century
Whenever there is new technology involved, inevitably there is going to be the need for both staff and guests/customers to move out of their comfort zones. How do ticketing professionals and management deal with and overcome such ambivalence?
Change management is essential. “Leaders must clearly communicate the value and benefits of new technology,” says Ciecko, “providing meaningful context to both staff and visitors. Investing in comprehensive training and providing opportunities for employees to experiment and become confident users fosters buy-in.”
Ciecko also encourages so-called “feedback loops” — i.e., listening and responding to concerns openly — to effectively address hesitation. “Ultimately, successful transitions occur when managers visibly champion these changes and empower their teams to become active stakeholders in the digital transformation process,” he says.
Ciecko continues, “There is a lot of glitz and glam out there, especially in the age of Web3, XR and AI. But real meaningful and measurable results are the coolest and most important thing you can ask for. In the past few weeks, I was excited to hear that one of our customers experienced a 400% increase in event registrations due to thoughtful-crafted mobile push notifications through Cuseum’s digital membership solution. Kudos to the San Francisco Zoo!”
Cultivate Curiosity and Humility
But even Ciecko admits to personally still having difficulty at times adapting to new technology. Even as someone deeply immersed in technology, he sometimes encounters “moments of friction” when using new platforms or tools.
He concludes, “It's part of the human experience regardless of if you’re a self-described ‘luddite’ or a tech-savvy expert. To overcome this, I intentionally cultivate curiosity and humility, adopting a continuous learning mindset. I regularly seek out demos, training or peer advice to help reduce barriers. Embracing discomfort and recognizing that every new challenge represents an opportunity to grow has been the most valuable step I've taken in staying adaptable and responsive in an ever-evolving digital landscape.”
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