Strategies on audience development have become central to cultural debates in Malta. Understanding audiences is crucial to the success of all aspects of the cultural sector. Together with London based firm Culture Hint, Culture Venture, collaborated with Spazju Kreattiv and The Superintendence for Cultural Heritage on an exciting research project that uncovered audience behaviour and trends through artificial intelligence (AI).
Financed by the Malta Digital Innovation Authority, this innovative venture placed AI technology at the core of its process. This specialised AI monitored and forecasted visitor flow at Spazju Kreattiv to inform strategic planning & optimise the visitor experience – specifically improving the Centre’s engagement with visitors. Furthermore, the project also took into consideration the historic environment of Spazju Kreattiv and its role as an events hub and an exhibition and performative arts centre.
The AI-driven methodology was based on research previously conducted by Dr Valerie Visanich and on research activity by Culture Venture to support the cultural offering of Spazju Kreattiv and to inform the Centre’s operational decisions.
