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access or lacking interaction with the public. Instead, Gen Z expects museums to create
open communication environments that encourage dialogue and two-way interaction.
At the cognitive level, they particularly value content organized in narrative or
storytelling formats, as this approach helps them more easily connect historical events,
cultural contexts, and the chronological development of artistic movements (Bonacini,
2023). Visual tools such as interactive timelines or multimedia storytelling formats enable
visitors to better understand the relationships between historical events and museum
artifacts. Furthermore, flexible and relatable communication styles that align with social
media culture such as the use of creative visual content, memes, or humorous elements
an also attract attention and strengthen engagement with younger audiences.
4.3. The impact of ai and digital technologies on the perceptions of generation Z
When these technological affordances interact with Gen Z characteristics, they
produce both positive and negative impacts on engagement and learning. The rapid
development of Artificial Intelligence (AI) and digital technologies has significantly
transformed the ways in which Generation Z (Gen Z) accesses information, learns, and
consumes culture. In the museum context, technology does not merely function as a
supportive tool but also directly shapes how Gen Z perceives, evaluates, and interacts
with heritage content. These impacts are manifested across multiple dimensions,
including the formation of new expectations toward digital experiences, shifts in cultural
consumption behavior, and potential risks associated with AI-driven content
personalization.
First, the fact that Gen Z has grown up in a digital environment has led to the
formation of very high expectations regarding digital platforms. As digital natives, they
are accustomed to instant access to information and to using highly interactive online
services (Vikmane et al., 2025). This condition has contributed to the development of a
relatively strict “cognitive filter” toward digital experiences, particularly within cultural
institutions such as museums. When museum digital platforms lack interactivity or
present information in a traditional, one-way, and institutional tone, Gen Z often
perceives this as a sign of obsolescence or a “generational gap.” Conversely, they tend to
respond positively to communication styles that emphasize dialogue, flexible storytelling,
and the incorporation of humor, satire, or elements associated with contemporary social
media culture. Digital communication tools such as image filters, memes, or content
aligned with current online trends can also effectively attract the attention of this
younger audience (Bonacini, 2023).
In addition to shaping new expectations, digital technologies have also contributed
to a shift in how Generation Z approaches cultural knowledge, moving from passive to
more active forms of cognitive engagement. Studies examining the behavior of Gen Z
before and during the COVID-19 pandemic reveal significant changes in how they interact
with online museum content. Prior to the pandemic, many young users primarily engaged
in rapid browsing of images or cultural content with limited depth of engagement.
However, when access to cultural institutions shifted to online environments during
periods of social distancing, Gen Z began to participate in more in-depth activities, such as
reading detailed descriptions of museum collections, joining guided virtual museum tours,
or attending online seminars related to cultural heritage (Bonel et al., 2023). This
transition reflects a maturation in Gen Z’s cultural cognition, as they increasingly
recognize the academic and aesthetic value of digital content while also appreciating the

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