Artificial intelligence is rapidly emerging as an essential tool for the cultural and tourism sectors, opening new possibilities for visitor engagement, digital mediation, and heritage discovery.

According to a GECE study conducted in February 2025, 6 out of 10 visitors believe that AI can significantly enrich their cultural experience in museums, heritage sites, and monuments. Beyond the statistics, the real impact lies in how AI in tourism integrates into visitor journeys, shaping the future of travel and cultural exploration.

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Visitors Want AI but Not at Any Price

Today’s cultural audiences are curious yet demanding. The study reveals clear expectations:

• 57% are interested in an interactive voice guide able to answer questions in real time.
• 47% expect a personalized visitor journey tailored to their interests.
• Only 37% find automatic recommendation tools attractive.

The key lesson is clear: visitors want smart, human-centered support. AI in tourism must enhance cultural mediation, not replace the essential human connection with guides and mediators.

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Artificial Intelligence: A Strategic Investment for Destinations

For cultural and tourism stakeholders, artificial intelligence is not an end in itself but a strategic investment. It enriches the visitor experience, strengthens accessibility, and broadens audiences.

The study shows that 65% of visitors consider AI a legitimate complement to traditional mediation tools. Rather than replacing humans, AI becomes a natural extension that helps cultural institutions deliver more engaging and inclusive experiences.

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Case Study: Auxerre and Germain, the Multilingual Virtual Guide

The city of Auxerre partnered with Ask Mona to launch Germain, a groundbreaking virtual tourist guide. Available in seven languages, Germain provides access to more than 50 points of interest across the city and its surroundings.

Accessible directly from a smartphone, this AI-powered guide offers step-by-step support, making cultural discovery more fluid, interactive, and inclusive.

By deploying Germain, Auxerre has successfully scaled its digital mediation strategy, combining innovation, accessibility, and authentic storytelling.

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The Future of Tourism: Balancing Innovation and Authenticity

While 41% of visitors see AI as an opportunity, 33% remain concerned that it may compromise authenticity. This dual perspective shows that the future of AI in tourism must balance innovation with cultural values.

To move forward, tourism stakeholders need to:

• Focus on strategic use cases such as multilingual guides, personalized tours, and interactive cultural mediation.
• Maintain the human connection by using AI as a complement to guides and mediators.
• Anticipate future visitor expectations to stay competitive in an increasingly digital tourism landscape.

With Ask Mona, cultural institutions and tourism boards can design customized AI solutions that bring heritage to life, attract new audiences, and enhance both visitor satisfaction and human interaction.

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Conclusion

AI in tourism is redefining cultural mediation. It creates new opportunities for interpretation, makes heritage more accessible, and enriches the visitor experience by making it more dynamic, inclusive, and engaging.

The Auxerre case study shows that it is already possible to reimagine tourism experiences with artificial intelligence while preserving authenticity.

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