Augmented Reality (AR) and Virtual Reality (VR) are tantalizing prospects for museums. These technologies offer museums a chance to engage visitors differently, while at the same time appearing cutting-edge.
In early September, the American Alliance of Museums and the Knight Foundation fostered a conversation about immersion. Museum professionals along with practitioners discussed AR, VR, and Immersion. Their conversations touched on some of the tensions that museum professionals feel about this new technology.
Cost was foremost amongst people’s concerns. Museums consistently feel the pinch of tight budgets. New technology can be a chance to gain additional funding, through grants. These grants might mean that the project costs are separate from the operating budget, but the organization can still be taxed. New projects pull capacity from existing projects.
Staff also feared the motivations and effects of implementing such projects. Many organizations might jump into “shiny new” projects without shoring up their internal capacity and infrastructure. Managers often lack the knowledge to make good decisions about digital. As a result, projects can fail even before they are launched.
These challenges are valid. AR and VR remain newer technology. Their impact on the museum-goers remains somewhat uncertain. Without clear impact studies, implementation costs can be hard to justify. The risks seem enormous.
However, the gains are greater. Immersion offers visitors new ways to engage. Both technology and non-technology immersion are becoming an important form of engagement throughout society. Museums risk more by not considering AR, VR, and immersion. The tools might not be right for all museums, but its imperative for museum professionals to understand immersive tools well enough to make informed decisions for their constituencies.
Ideally, museum professionals start by focusing on the visitor experience (VX) as a big picture. Everything within the institution should connect to their overall VX strategy. Then, they need to take stock of their internal abilities, both interpretive and technological. This step is essential but also challenging. Museums are often unable to assess holes in their capacity. Consultants can be helpful in lending an outside eye to determine the state of things. This foundation is essential before moving forward on any AR/VR project.
With the price tag in mind, museums might invest in AR/VR projects with permanency in mind. This approach is foolhardy. Instead, museums should go in planning obsolesce. Ignoring change will not make the pace of technological evolution slow. Focusing on the content can help stem some of the fear of investing in ephemeral technology. The ideas content will be evergreen even if the technology changes.
If AR or VR is the right tool for the ideas and the audience, the museum should develop processes that foster experimentation and iteration. Ideal processes should involve research, not just testing. Staff from many departments should be involved and make an impact on the project, not solely senior executives or tech staff. Early in the project the whole team should confirm the goals, outcomes, and define a common language.
AR and VR can be extraordinary or unnecessary, with the difference being the implementation. All engagement fails when it is produced thoughtlessly. Museum AR and VR projects will fail if they focus on the technology rather than the ideas. However, focusing on ideas alone is not enough. The organization has to be ready to launch such projects. Most museums require internal growth and planning to be able to develop successful AR and VR projects. But, these changes can reap huge benefits in meeting visitors in new, exciting ways.