Interactive experience between museum visitor and artwork. Fitted
out with a mobile app and headphones, visitors can ask all kinds of
questions – which are promptly answered “by” the respective work
itself, aka IBM’s Watson. Promotional campaign from the Pinacoteca
in São Paulo designed to get more people to visit museums in Brazil.

Hugo Veiga: “There are lots of AI ideas struggling for big Lions at Cannes.
This is one of my favorites, being a way of bringing a fresh interaction to
a museum, so many times seen as boring and outdated.”