The committee discussed the significance of communication strategies in relation to fundraising and audience engagement. Making an impact involves changing relationships within institutions and their communities, while aligning with strategic objectives that deliver meaningful value.

The committee highlighted the importance of measuring impact beyond attendance metrics, addressing the challenges of qualitative and quantitative evaluation. Segmentation was identified as a key tool for understanding audience motivations, advocating for an ethnographic approach rather than relying on traditional demographics.

Analysing the potential of AI in processing visitor feedback is essential to better understand audience experiences and improve engagement. Leveraging AI solutions to boost community engagement and foster social connections will be central to the programme.

The need to engage younger generations in discussions about museum experiences and the impact of technology will be a focal point. Creating algorithm-free, inclusive experiences that transform lives through museum storytelling will be emphasised, with a particular focus on understanding audience motivations.