Turning an AI agent into a channel for promoting your programme: the Musée de la Grande Guerre de Meaux case study

Jean is a conversational AI agent integrated into the website of the Musée de la Grande Guerre du Pays de Meaux. Its primary role is to answer visitors’ practical questions about opening hours, ticket prices, access and on-site services.

This information service also creates an opportunity for another use case. As soon as visitors open the conversation, the interface suggests several topics they can select to start interacting with the agent. The museum uses this space to highlight key moments in its programme right from the beginning of the conversation.
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Turning practical information into a gateway to the museum’s programme

When a visitor starts a conversation with Jean, the AI agent, their initial intention is usually practical: planning their visit, checking opening hours or finding useful information. The Musée de la Grande Guerre has chosen to make the most of this moment of attention by introducing visitors to its wider programme.
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The agent can therefore highlight selected events and experiences as soon as the conversation begins. These include the immersive film featured in the visitor experience and the museum’s historical reenactment weekend
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These suggestions appear alongside the practical topics Jean usually handles. This gives the museum an opportunity to direct visitors’ attention towards experiences they may not have thought to search for themselves.

The agent therefore supports visitors as they plan their trip while also encouraging them to discover more of what the museum has to offer.
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Jean retains its primary role as a source of practical information while giving the museum an additional space to showcase the content and experiences it wants to promote.
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An editorial channel managed with a dedicated Ask Mona project manager

This use of the agent is part of the editorial support we provide. At Ask Mona, every institution works with a dedicated project manager who helps ensure consistency between the agent, the organisation’s editorial identity and its communication priorities.
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In Meaux, this support makes it possible to adapt the content highlighted by the agent to the museum’s current programme while maintaining a stable foundation of practical information.
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The agent becomes part of the museum’s broader communication strategy. The project manager supports the museum in managing the content presented to visitors, helping ensure that this touchpoint remains aligned with its editorial objectives over time.
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Measuring visitor interest in promoted content

In Meaux, usage data enables the museum to measure the level of interest generated by the content highlighted within the agent.
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Interactions with suggested messages are tracked through the agent’s analytics tools. When a visitor selects a topic related to an event or experience, the museum gains a concrete signal of the interest generated by that content.
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These insights allow teams to compare different topics and identify which ones attract the most attention. They provide tangible data to inform future editorial decisions.
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The same touchpoint can therefore be used both to promote the museum’s programme and to better understand which content visitors choose to explore.