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PERCEPTIONS OF GENERATION Z TOWARD MUSEUMS IN THE CONTEXT OF
DIGITAL TRANSFORMATION AND THE ARTIFICIAL INTELLIGENCE ERA

1
Nguyen Thi Lan Hanh* , Nguyen Thi Thao 2

1, 2 Saigon University, Ho Chi Minh City, Vietnam.
(*E-mail: ntlhanh@sgu.edu.vn)

ABSTRACT
This study examines the perceptions of Generation Z toward museums in the
context of digital transformation and the rise of artificial intelligence. As digital natives,
Generation Z demonstrates distinct preferences for interactive, personalized, and
multimedia-rich experiences, which are increasingly enabled by technologies such as
augmented reality (AR), virtual reality (VR), and artificial intelligence (AI).
Using a structured literature review approach, this study synthesizes existing
research to explore the relationship between digital technologies, visitor engagement,
and cognitive experiences in museum settings. The findings indicate that while digital
technologies can enhance engagement, storytelling, and personalized learning, they also
present challenges, including the risk of superficial interaction and the formation of
“information cocoons” that may limit critical reflection.
The study contributes by proposing an integrated perspective that links specific
technological applications with the cognitive and behavioral characteristics of Generation
Z, highlighting the conditions under which digital tools support meaningful learning versus
passive consumption.
Practically, the research provides insights for museum practitioners in designing
balanced digital experiences that leverage technological innovation while preserving
cultural authenticity and promoting deeper visitor engagement.
Keywords: Generation Z; museums; digital transformation; artificial intelligence;
visitor perception; digital museum experience.

1. Introduction
In recent years, digital transformation has significantly reshaped museums and
cultural institutions, expanding their roles beyond the traditional functions of
preservation and exhibition. With the integration of technologies such as virtual reality
(VR), augmented reality (AR), and artificial intelligence (AI), museums are increasingly
evolving into interactive environments that support immersive learning, personalized
engagement, and new forms of cultural communication. The emergence of digital
museums and virtual exhibitions has further extended access to cultural heritage,
allowing audiences to engage with collections beyond physical boundaries.
At the same time, the rise of Generation Z presents both challenges and
opportunities for museums. As digital natives, Gen Z demonstrates distinct preferences
for interactive, multimedia-rich, and personalized experiences. Their patterns of
information consumption and engagement differ substantially from previous generations,
requiring cultural institutions to rethink how museum content is designed, delivered, and
interpreted.

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