New Technologies—From Artificial Intelligence to Ethical Dilemmas As digital communications, AI (artificial intelligence), AR (augmented reality), and VR (virtual reality) rapidly evolve, they have enormous impact on how museums communicate and engage audiences, even as their societal and cultural impacts remain uncertain. How can museums creatively, effectively, and continually embrace, manage, and evaluate their use of new technologies for more effective communications, audience engagement, and fundraising? Through presentations and interactive discussions, ICOM COMMS (former MPR) will address topics of interest to museum communicators, marketers, fundraisers, and community engagement specialists, including emerging technologies; harnessing AI, AR, and VR to transform accessibility and inclusion; personalization and shifts in audience expectations; digital-first public relations and marketing strategies; reputation management; identifying and responding to misinformation and fake content; technology-enhanced fundraising; and cost-benefit analysis.