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BBDO Argentina Uses Chatbots to Give Modern Art a Voice, 1 year, 3 months ago

Museum of Modern Art in Buenos Aires ignites conversation between people and art pieces

BBDO Argentina Uses Chatbots to Give Modern Art a Voice

'Dialogue with the artwork' is the recent initiative from the Museum of Modern Art in Buenos Aires to get people closer to art through technology.
As a result of a team effort of developers, members of the MAMBA and BBDO Argentina, the chatbot was developed to give the art pieces a voice and a personality, with the objective of making the interaction between the art and the visitors of the museum easier. The chosen work was “Bio Cosmos” by Emilio Renart.
“Although chatbots are mainly used for client services and automated assistance, in this case we tried to explore an emotional side of the tool. It generates a closer experience than the one we have when we use an audio guide. It reflects the dialogue that usually takes place intellectually when the visitors try to get something out from the interior of the art piece itself,” says Ramiro Rodriguez Cohen, CCO at BBDO Argentina. “For the development of the bot, we took into account details regarding the history of the art piece, trying to give it a personality in coherence with its place in Argentine art history, its creator and the avant-garde he belonged to, among other things."

Advertiser: Gobierno de la Ciudad de Buenos Aires

Creative Agency

Creative Agency: BBDO ARGENTINA

Creative Director: Joaquín Campins – Christian Rosli

Art Director: Bruno Barbosa

Chief Creative Officer: Ramiro Rodríguez Cohen

Head of Digital Production: Juan Korman

Account Management: Micaela Suaya / Zoe Blaksley

Head of Production: Veronica Zeta

Director of Technology: Rodrigo Lema

Production Company

Production Company: ALETA Media

Producer: Ariel Ramon

Directors: Federico Bolla – Andres Galisteo


Editor: Matias Ferrari


Sound Design: Elefante Resonante

Category: Museums and galleries , Sports and leisure

Genre: Apps , Digital