Apple Podcasts  ·  Spotify  ·  Buzzsprout

Paper A

SMART CULTURAL CURATIONS: A MULTIDISCIPLINARY STUDY ON AI-ENHANCED MARKETING, TALENT RETENTION, AND FINANCIAL EFFICIENCY IN THE VISUAL ARTS TOURISM SECTOR

Ruchika Kulshrestha, Nilambara Shrivastav, K. Selvi, A. Praveen Kumar et al. — 2026 — ShodhKosh Journal of Visual and Performing Arts

peer reviewed journal article  ·  open access  ·  watchlist

Key findings

• AI tools that personalize marketing — like showing different ads or content to different people based on their interests — appear to increase how engaged visitors are and how satisfied they feel with arts and cultural tourism experiences.
• Using AI to manage staff — for example, using data to spot employees who might quit and offering them support — seems to help cultural organizations keep their workers longer.
• AI-assisted financial tools that analyze where money is being spent can help cultural institutions make better decisions about where to invest resources, potentially reducing waste.
• The authors propose that the benefit of AI doesn't flow directly to better tourism outcomes — instead, it works through three steps: first AI improves customer engagement, then customer satisfaction, then smarter decisions, and only then does performance improve.

Marketing implications

• If you run marketing for a museum, gallery, or arts venue, this paper suggests that AI personalization tools (like recommendation engines or targeted email campaigns) are worth testing for improving visitor engagement — but start small and measure before scaling.
• If your organization struggles with staff turnover, consider piloting an AI-driven HR analytics tool that flags at-risk employees early — the paper suggests data-driven HR can stabilize teams in cultural sector roles.
• For budget planning at a cultural institution, look into AI-powered spend analytics tools that can surface inefficiencies in how marketing or operational budgets are allocated across events and programs.

Apple Podcasts  ·  Spotify  ·  Buzzsprout