In preparation for Spanish surrealist Salvador Dali's 120th birthday in early May, the Salvador Dali Museum in St. Petersburg, Florida, is launching a new advertising campaign that leverages artificial intelligence to embody the artist's voice. and made it possible to communicate with visitors. Along with his virtual doppelgänger.
Developed by San Francisco-based advertising agency Goodby Silverstein & Partners (GS&P), the project draws on the museum's archival materials, including Dali's writings and audio recordings, to It is designed to be an interactive experience using machine learning models. 4 from OpenAI and Eleven V2 from his Eleven Labs.
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In the museum's installation, visitors activate the AI Dali by posing questions to physical replicas of his sculptures. lobster phone (1938). The move connects callers to his AI chatbot powered by machine learning models. Once the signal passes, the phone returns an audible response generated by AI technology with a replica rendition of Dali's voice that mimics the sounds of the artist's actual speech and intonation.
This installation is part of the museum's continued collaboration with GS&P, following a previous project titled “Dalí Lives” in 2019 and another project titled “Dream Tapestry” in 2023, and the museum visitors provided dream descriptions and generated digital paintings. Hank Hine, the museum's director, said in a statement that he believes the digital campaign is a fitting tribute to Dalí, who died in 1989 at the age of 84, and that many of his works of art include the macabre. He said that it is known for its
While other museums are testing AI's ability to market historical figures to general audiences, some critics say such digital collaborations are problematic for introducing commercial interests into institutional spaces. I think there is. In 2023, the Musée d'Orsay in Paris will launch an AI-generated replica of Vincent van Gogh as part of a project titled “Bonjour Van Gogh,” allowing visitors to converse with a virtual clone of the French Impressionist. We were able to do so and received responses from 900 people. The artist's letters and other biographies focused on his life.
In an interview with Co., Ltd.. In the magazine, Martin Perg Ludwigsen, the agency's creative technology director, denied that the technology used to create the Dali project posed a threat to the museum's legitimacy, calling it a “learning tool.” is.
