Visit Virtually: Scalable content creation for museums and culture

**背景**：由于COVID-19，英国估计有2500家博物馆都不得不关闭。对于普通博物馆来说，超过75-80%的年收入来自游客（NEMO调查2020），随着春夏两季旅游旺季的到来，一场文化金融危机迫在眉睫。随着资金的重新分配，博物馆的捐款和政府支持也可能会减少。与此同时，许多博物馆工作人员被暂时解雇或解雇，Artnet最近的一项行业评估估计，全球至少有20%的博物馆可能无法在COVID-19危机中幸存下来。**机遇**：博物馆现在正在寻找新的方式来吸引观众，支持福利和筹集捐款。在过去的十年中，博物馆在馆藏数字化方面取得了巨大的进步，60%的博物馆正在扩大其数字化覆盖范围（Artnet 2020）。然而，利用这些资产的商业模式尚未建立，许多数字收藏尚未使用。将这些资产用于创造用户粘性和收益的工具要么过于昂贵，要么是过度饱和的平台的一部分。博物馆目前依靠社交媒体或b谷歌艺术与文化来创作和分享内容。这些平台存在明显的缺陷：1)用户体验差；在一个带有街景的展览上点击是一个令人沮丧的界面，导致“艺术和建筑的交流方式严重权衡”（FRAME， 2020年4月）。2)它们是竞争性的，饱和的，并且推广付费内容。3)缺乏适当的工具来导出没有平台品牌标识的媒体。4)共享的版权图像成为公共领域，博物馆无法制定定制的权利协议。5)所需的时间和精力超出了工作人员的能力：“方便访问……不能在损害该部门已经捉襟见肘的劳动力的情况下实现”（博物馆与遗产，2020年）。创新：拥有超过100万用户的Smartify是世界上下载最多的博物馆应用程序，自2020年3月以来，用户参与度增长了30%。Smartify将建立一个智能多媒体旅游创作工具，它是半自动化的，并重新利用现有的博物馆资产。这将包括文本转语音；转录;翻译;预测性内容生成、编辑和发布。该工具将使博物馆能够创造、发展和传播内容，并将分析在线观众，以便将其转化为会员或捐赠。它还将创造机会重新培训被解雇的员工；并将为在家的观众提供远程学习机会和缓解无聊感。

**Context**: The UK's estimated 2,500 museums have all had to close due to COVID-19\. For the average museum, over 75-80% of annual revenue comes from visitors stepping through their doors (NEMO survey 2020) and with spring and summer peak time for tourism, a cultural financial crisis looms. Museums will also likely see a drop in donations and government support as funding is redirected. Meanwhile, many museum staff have been furloughed or laid off and a recent sector review by Artnet estimated at least 20% of museums globally may not survive the COVID-19 crisis.**Opportunity**: Museums are now looking for new ways to engage their audiences, support wellbeing and generate donations. Over the past decade museums have made huge strides in digitising collections and 60% of museums are increasing their digital reach (Artnet 2020). However, business models which leverage these assets are not yet established and many digital collections go unused. The tools needed to put these assets to good use in generating engagement and revenue are either prohibitively expensive or are part of oversaturated platforms. Museums currently rely on social media or Google Arts and Culture to create and share content. These platforms have clear failings: 1) User experience is poor; clicking around an exhibition with Street View is a frustrating interface and results in 'serious tradeoffs in how the art _and_ the building are communicated' (FRAME, April 2020). 2) They are competitive , saturated and promote paid content. 3) They lack appropriate tools to export media without platform branded logos. 4) Copyright images shared become public domain and museums are unable to develop bespoke rights agreements. 5) The time and effort needed is beyond staff capacity: 'facilitating access... cannot be delivered at the detriment of the sector's already stretched workforce' (Museums and Heritage, 2020). **Innovation**: With over 1 million users Smartify is the world's most downloaded museum app and has seen a 30% user increase in engagement since March 2020\. Smartify will build a smart multimedia tour authoring tool that is semi-automated and repurposes existing museum assets. This will include text-to-voice; transcription; translation; predictive content generation, editing and publishing. The tool will enable museums to create, develop and disseminate content, and will analyse online audiences for conversion into membership or donation. It will also create an opportunity to retrain furloughed staff; and will offer distance learning opportunity and alleviation of boredom for audiences at home.