Name: Museums in the Age of AI
Uploaded: 2026-03-25T20:40:00Z
Duration: 3 min 8 s
Description: “We don’t see technology undermining our existence, we see technology helping us,” says Max Hollein, the CEO of the Metropolitan Museum of Art.

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Max Hollein, the CEO of the Metropolitan Museum of Art, tells Barron’s Andy Serwer why more people are donating to museums and cultural institutions.

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“We don’t see technology undermining our existence, we see technology helping us,” says Max Hollein, the CEO of the Metropolitan Museum of Art.

https://m.wsj.net/video/20260325/2a63586d-e782-4dc5-be2e-df80e32a8ed2/1/hls/manifest-hd-wifi.m3u8

Museums in the Age of AI

Well, let me ask you, that's a great jumping-off point to my next question, which is monetizing in this post-digital age, which is making your images available online while not compromising the integrity of your mission, and then figuring out a business model.

Mm-hmm.

How is that going?

So, in a way, I'm not saying we are not good at it, but we are actually, we have very free policy. For example, in regard to our images, we have an open access policy. You can use our images, they are downloadable. You know, you can use them. We are most interested in the dissemination of art and the dissemination in that sense also of our brand, if you want to see it that way. Our main source of income, again, is the support through philanthropy, and philanthropy that's not coming solely from New York. It's coming from all across the United States and from around the world. But we have also, of course, certain ways how we can make, so to see how we sell certain parts of what we are and who we are. I mean, think about the Met Gala, for example. It's the biggest fundraiser in the world in the cultural sphere. So that's basically something where basically I would say the brand identity of the museum, the whole excitement around it generates significant streams of revenue. And we have other examples in that context as well. We often send, for example, exhibitions to other places around the world and generate fees through that and other ways, you know, too.

Is there an issue with AI replicating the works of art that you have in the museum, and then possibly monetizing them or distorting them? Do you ever think about that?

I'd say from a philosophical standpoint, people thought the museum is dead already when we started printing images in color, so early 20th century. Then they thought the museum is dead when TV came up. Then we thought the museum is dead when the internet allowed you to see all the objects in the world on our platform. I think that there is something with museums where you see the real object, together with others, and it's a community feeling in a profound way that basically we don't see technology so to see undermining our existence. We see technology helping us do what we can do very well, as well as increasing, and probably even amplifying, the visitor experience in many different ways. So AI allows you to immediately translate different text. AI allows you to create very quickly customized tools for yourself based on your own passions and maybe moods at a certain time. AI is also really significant for us already in the areas of scholarship, as well as in regard to the security and safety of the museum and our objects.