This poster delves into the integration of Artificial Intelligence (AI) with both the marketing and cultural heritage realms. By examining case studies, we elucidate AI’s pivotal role in personalizing consumer experiences within marketing. In the domain of cultural heritage, AI is instrumental in crafting bespoke experiences, such as the “Hermes—a trip as you like it” project. By utilizing AI algorithms, this initiative tailors customized itineraries for visitors based on data analysis and user input. This approach aims to predict and meet individual preferences, redefining engagement and outreach strategies in cultural settings.

Data science, deep learning, artificial intelligence, and automation processes are becoming increasingly central in most research fields and promise significant developments in each of them. For some time now, their paradigms have also entered the field of digital humanities and archaeology. However, there is still a lack of ethical and disciplinary reflection among scholars and professionals about the current state of the art and the consequences it is already having, and especially the ones it could have in the future. This contribution aims to create a moment of reflection and proposals in this regard.