AI is embraced faster than it is understood: how do you use it consciously?

How far apart are usage and knowledge? 

In September, UNESCO and ICOM, the international museum council, published the first global survey on AI usage in museums (opens in new tab). Over 400 museums from 90 countries participated. Their conclusion is that museums experiment with AI faster than they create policies, measure results, and train people. 

• 57% of museums use AI, mainly for translation, writing texts, summarizing, and research. 

• 55% have no AI policy or agreements in place. 

• 17% offer AI training to their staff. 

• 65% of AI users say it's too early to determine what AI delivers. 

The gap is not only between usage and policy but also within the sector. Large museums use AI more often, have more agreements, and train their staff more frequently than smaller museums. Smaller museums mainly cite a lack of time, money, and practical support. Additionally, AI is often used by individual staff members rather than the organization as a whole. 

This creates an AI divide. Between staff who experiment on their own, organizations that lack direction, and organizations with and without the capacity to properly adopt AI.

The same pattern is visible among the Dutch. According to research by Conclusion (opens in new tab), many people use AI and think they understand it, while their knowledge falls short. For example, many people don't know that AI can fabricate answers that sound convincing. The report's conclusion: Dutch people embrace AI faster than they understand it. Usage grows faster than AI literacy. 

Should you avoid AI? 

No. UNESCO has been saying the opposite since 2021 (opens in new tab). In the Recommendation on the Ethics of AI, UNESCO asks countries to encourage museums, libraries, and archives to use AI. For example, to make collections visible and more accessible to users. Five years later, UNESCO and ICOM continue this line but with an important addition. After their survey of museums, they write:

In short: Using AI is not the goal. It's about consciously choosing when, where, and how AI helps your organization. That requires knowledge. What can AI do and not do? What does it deliver? And what agreements align with your values? That is AI literacy. This knowledge should not only reside in large institutions. Smaller organizations must also be able to participate so that the AI divide does not grow larger. 

The museums in the UNESCO survey show what this looks like. They see AI as an aid, not a replacement for expertise. Most ensure that a human checks everything before it goes public. A small museum in New Zealand asked its audience what they thought of AI-generated images in promotions. The responses were mostly negative, so the museum decided against it. That too is AI literacy: consciously choosing, sometimes also not to do. 

Agreeing together when to use AI and when not to is a good first step. No AI policy yet? With the guide Create an AI policy for your organization (opens in new tab) and DEN's step-by-step plan, you can get started yourself. 

Get started with AI in your organization 

Do you want your entire team to learn to use AI consciously and safely? DEN offers practical in-company AI training, tailored to your organization. Until November 9, you can get over 70% discount.

Not sure what suits you yet? Schedule a consultation with DEN's AI advisors.