SHIFT Project

The SHIFT project, funded by the European Union's Horizon Europe program, has released the findings of its latest surveys, shedding light on the challenges and opportunities surrounding technology adoption in cultural heritage institutions. The two surveys, which were conducted with cultural heritage professionals and the general public respectively, underscore the growing enthusiasm for integrating digital technologies, such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), into museums and heritage sites. However, the results also highlight significant barriers to more widespread implementation.
Razvan Purcarea, the SHIFT project coordinator, commented on the survey findings. "We are seeing increasing enthusiasm within cultural heritage institutions to embrace advanced technologies to increase accessibility, engagement, and visitor numbers,"he said. These technologies are enhancing the experience of cultural heritage by allowing visitors to engage more deeply with artefacts and sites. However, as our survey results show, there are still substantial barriers that need to be addressed."
Key Findings from the Surveys
The SHIFT surveys gathered data from cultural heritage professionals and members of the public, with respondents from Europe, North America, Africa, and Asia.
1. Technology Adoption
According to the surveys, AI, AR, and VR are already in use at some cultural heritage institutions, with 43% of professionals reporting the use of AI-driven tools for tasks like automated cataloging and storytelling. Similarly, 38% use VR for immersive exhibitions, and 31% have adopted AR for interactive experiences. Purcarea commented:
"The demand for digital engagement tools is growing. Visitors, especially younger generations, are eager for interactive and immersive experiences. This is reflected in the strong interest in VR, AR, and AI-based solutions that are reshaping how we present and interact with cultural heritage," says Purcarea.
2. Barriers to Technology Integration
Despite the promise of these technologies, a significant proportion of institutions face hurdles to their adoption. The most cited barriers include budget constraints (57%), lack of technical expertise (46%), resistance to change (33%), and physical infrastructure limitations (28%).

3. Public Engagement and Accessibility
The SHIFT survey of the general public revealed that younger audiences are more likely to engage with cultural heritage when it is presented using interactive and immersive technologies. A large portion of respondents indicated that VR and AR would make them more likely to visit museums or explore collections online. Accessibility is also a key factor, with AI-powered assistive technologies seen as crucial for improving access for people with disabilities.
As a result, the public survey shows that technology isn't just making cultural heritage more accessible for everyone; it's also making it more inclusive. Interactive technologies offer the possibility of attracting new audiences, particularly younger generations who are digital natives and those affected by disabilities.
Looking Ahead: What's Next for SHIFT?
The findings of these surveys emphasise the importance of collaboration and knowledge-sharing within the cultural heritage sector. SHIFT is committed to building a more accessible and engaging future for cultural heritage by helping institutions overcome challenges. The project is working on a suite of tools that empower cultural heritage organizations and professionals to transform their assets using advanced technologies. The first pilot of these tools, with use cases specifically tailored to the needs of libraries, took place last month in Sibiu during Biblio-Next, the conference of the Association of National Libraries of Romania.
More pilots are coming up in the next two months but heritage professionals need not wait that long to find out more. The project has already produced a freely available ebook and audiobook on Inclusion in Museums, highlighting the use of technologies. It has also conducted a series of webinars exploring the uses of technology by the cultural heritage sector that are available through its YouTube channel.
About SHIFT
SHIFT (MetamorphoSis of cultural Heritage Into augmented hypermedia assets For enhanced accessibiliTy and inclusion) is a Horizon Europe-funded project designed to support cultural heritage institutions in adopting innovative technologies. The project aims to improve the accessibility and appeal of cultural heritage by using advanced technologies, including AI, machine learning, audio synthesizers, and haptic feedback. SHIFT focuses on making cultural heritage more inclusive, engaging, and accessible for all citizens, including people with disabilities.
For more information about the SHIFT project, visit https://shift-europe.eu/ or follow SHIFT on social media.

SHIFT Project c/o SIMAVI
Victoria Business Park
Șos. București-Ploiești, București 013685, Romania
Main Contact: Razvan Purcarea
Press Contact: Maria Kagkelidou (The Heritage Management Organization)

SHIFT (MetamorphoSis of cultural Heritage Into augmented hypermedia assets For enhanced accessibiliTy and inclusion) is a Horizon Europe-funded project designed to support cultural heritage institutions in adopting innovative technologies. The project aims to improve the accessibility and appeal of cultural heritage by using advanced technologies, including AI, machine learning, audio synthesizers, and haptic feedback. SHIFT focuses on making cultural heritage more inclusive, engaging, and accessible for all citizens, including people with disabilities.
For more information about the SHIFT project, visit https://shift-europe.eu/ or follow SHIFT on social media.

This release was published on openPR.