ABSTRACT
This chapter operationalises the concept of the platformatisation of the museum. Drawing on insights from different cultural workers and recent developments in the sector, it articulates the need for the museum to balance the benefits of digital access against evolving challenges such as privacy and customisation. Machine learning is highlighted as an area where new forms of cultural engagement are developing that raise questions about the ongoing role of the museum in cultural production and meaning-making. The chapter concludes that COVID-19 is likely to accelerate the rationalities of publicity and monitoring central to the new media economy and advocates the need for greater in-house technical expertise within the museum in order for it to successfully comprehend its reorganisation as a public sphere.
