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. ——————– Session C 13 November 2025, 2:00 – 4:00 PM (Dubai time) New Technologies – From Artificial Intelligence to Ethical Dilemmas Moderator = Niloofar Yazdkhasti Yifan Zhao: When Artifacts Speak: Embodied Immersion through AI-Generated Artifact Storytelling Samar Elkhamisy: From Artifact to Experience: Using AR to Transform Museum Communication and Engagement – A Case Study from the Egyptian Museum in Collaboration with Meta Manuel Scortichini: The Algorithmic Museum: Personalised Engagement and Ethical Implications Divyeshkumar Gameti: Communicating with Care: Ethical Tech and Inclusive Outreach in Science Centre Surat Azzah Al Jabri: Harnessing Technology at the Natural History Museum of Oman Ovsanna Harutyunyan: Enhancing museum engagement In Armenia through Virtual Reality: A Marketing Perspective Juan Pablo Zamora-Rodríguez: Intergenerational Communication and Cultural Sustainability in the Gulf of Nicoya: Youth Engagement through Museum-Led Initiatives