Boosting Multilingualism of Websites in Digital Cultural Heritage with Chat Generative Pre-training Transformer (ChatGPT) in Accredited Museums, Romania

Abstract

In the context of the creative industries, the museum serves as a promoter of tourism, economic development, education, and science. In the era of the onslaught of Artificial Intelligence (AI), we are witnessing an expansion of opportunities to optimize its role as a communicator of values and information. In order to openly serve communities, a modern museum employs marketing and digital promotion techniques and creates a communication strategy. Within this strategy, adopting a linguistic approach can strengthen a museum’s brand, stimulate cultural mediation, and enhance visitor services. Taking into consideration the European concern for multilingualism in digital cultural heritage, we employed content analysis to examine the multilingualism on the websites of all 133 accredited museums and museum sections in Romania in 2023. On one hand, the paper highlights the lack of systematic consideration towards multilingualism, as physical and virtual visitors are generally left to “manage” with the languages. On the other hand, the research presents relevant solutions for providing websites in multiple languages: among these solutions, we suggest ChatGPT, which is starting to stand out as a revolutionary tool capable of translating diverse content for free, instantly, and accurately in multiple languages. Managerial implications are discussed since a website with comprehensive content in multiple foreign languages, strengthens the brand image and exponentially expands its global reach.