How I Use AI for Strategic Communications in the Heritage Sector (And How You Can, Too)

Artificial Intelligence (AI) is changing the way we work, and it's happening fast. If you're working in a museum, historic site, or heritage organization, you might be wondering: Is AI something we should be paying attention to? Or is it even safe for us to use?

The short answer to both questions is yes. When used thoughtfully, AI can help heritage organizations save time, stretch limited resources, and improve how they communicate with the public. It is not about replacing people or creativity. It is about enhancing your capacity to do the work that matters most.

I’ve been using AI tools like ChatGPT to support my work with museums and cultural tourism partners. While I am still learning along with everyone else, I’ve found AI to be a game-changing tool when used with intention and care.

Here’s how I use it in my work and how you can start using it in yours.

How I Use AI in My Work

1. Brainstorming Support

AI is incredibly useful when I’m facing a blank page or stuck in a creative rut. I’ll often use it to generate a list of potential blog topics, exhibit themes, or even names for a new program. It helps me think through different angles and possibilities I may not have considered. This is especially helpful when I’m on a tight deadline or juggling multiple projects.

You can try prompts like “Give me 10 social media post ideas for my museum’s fall programming.” or “Suggest themes for a community exhibit focused on women’s history.”

2. Strategy Development

Once the ideas start flowing, AI can help shape them into a cohesive plan. I use it to outline marketing calendars, develop messaging pillars, or map content to specific audience segments. It's like having a collaborative planning partner to keep me organized and efficient.

For example, I might input a rough idea like “We’re launching a new exhibit on quilting traditions. Help outline a three-month content strategy for promoting it across email and social media.”

The AI doesn’t make final decisions for me, but it gets me thinking in structured, actionable ways, saving hours of time and effort.

3. Drafting and Editing Content

From social media captions to email newsletters and blog outlines, I use AI to generate early drafts. I then refine and tailor the text to match the project’s voice and tone. AI helps me get started and save time, but I always ensure the final product reflects my goals and my audience.

Try prompts like “Write a draft newsletter introducing our new community-curated exhibit.” or “Create three caption options for an Instagram post about our reopening celebration.”

4. Repurposing Existing Content

I ask AI to reframe interpretive text, exhibit copy, and educational materials for new audiences. This helps me extend the reach of content that already exists without starting from scratch.

Example prompts: “Rewrite this exhibit label as a blog post for general readers.” or “Turn this docent script into a short, friendly Facebook post.”

5. Audience Research and Trend Spotting

AI can help me process large amounts of information quickly. I use it to summarize survey results, analyze language in past communications, and suggest messaging ideas based on current audience trends. This supports more strategic, informed decisions.

Try prompts like “Summarize key themes from this visitor survey.” or “Based on current tourism trends, what are some messaging angles for marketing a historical walking tour?”

Take It a Step Further: Train a Custom GPT with Your Own Materials

One of the most powerful ways a museum or heritage organization can use AI is by creating a custom GPT trained on your institution’s own documents. This allows the AI to better understand your mission, language, priorities, and tone, making the content it generates more accurate, relevant, and aligned with your goals.

I’ve done this in my own business. My custom GPT, which I’ve named Bizzy Bitzy, is trained on my business strategy, goals, ideal client profiles, and samples of my past work, including blogs, reports, and social media content. Bitzy has become my daily sounding board. We have regular conversations about opportunities I’m considering, and I use her to test ideas, refine messaging, and assess whether new projects align with my strategic direction.

I’ve also created custom GPTs for my clients—including museums and nonprofits—and have found them incredibly effective when developing strategies and communications. These custom tools allow me to ground all of my recommendations and content in the organization’s own guiding documents, which improves consistency and reduces back-and-forth.

To build your own custom GPT, you can upload the following documents:

• Interpretive Plan: Helps the GPT understand your key themes, historical narratives, and storytelling priorities.

• Strategic Plan: Ensures content and recommendations are aligned with your long-term goals and initiatives.

• Fundraising Plan: Supports the development of donor communications and campaign messaging rooted in your current strategy.

• Brand Guidelines or Past Content: Maintains tone, voice, and style consistent with how your organization already communicates.

• Annual Reports and Newsletters: Provide context on your activities, accomplishments, and messaging trends over time.

• Grant Applications or Reports: Help the GPT learn how you position your work to funders and what language resonates in the funding landscape.

• Donor or Visitor Research: Offers insights into who your audience is, what they care about, and how to speak directly to their interests.

What a Custom GPT Can Do for Your Museum (Once Properly Trained)

Communications & Marketing

• Draft social media posts, press releases, and blog articles aligned with institutional tone

• Write or revise newsletter content tailored to different audience segments

• Generate talking points or elevator pitches for upcoming campaigns or exhibits

• Suggest headlines, calls-to-action, or key messages based on past outreach efforts

• Create content calendars tied to strategic and interpretive themes

Development & Fundraising

• Draft donor appeal letters or emails that align with your current fundraising strategy

• Suggest language for thank-you letters, renewal messages, and stewardship materials

• Pull impact language from annual reports or strategic plans for use in grant applications

• Customize fundraising messaging based on donor research or segmentation

• Help prepare grant proposals by pulling from past successful narratives or outcomes

Visitor Services & Education

• Generate answers to frequently asked visitor questions using accurate internal content

• Draft scripts or outlines for docent tours or educational programs

• Summarize interpretive content for signage, guides, or digital interactives

• Translate complex exhibit language into plain language for general audiences

• Help craft visitor experience surveys or interpret survey feedback

Interpretation & Exhibits

• Assist in outlining new exhibit themes based on interpretive priorities

• Generate first drafts of exhibit labels using approved storytelling frameworks

• Cross-reference themes from strategic goals and visitor data to propose relevant content

• Draft program descriptions or workshop blurbs that align with exhibit narratives

Executive & Board Support

• Summarize reports or research for board presentations or briefings

• Draft memos, internal updates, or messaging for all-staff emails

• Help synthesize planning documents to align initiatives across departments

• Identify connections between strategic goals and operational messaging

• Provide draft language for speeches, presentations, or annual meetings

Research & Planning

• Synthesize data from visitor studies or past surveys into usable insights

• Identify patterns across annual reports, grant evaluations, and fundraising outcomes

• Brainstorm future programming or content ideas rooted in your mission and performance metrics

• Draft planning documents or outline strategic priorities for upcoming initiatives

This makes the AI not just a generic assistant, but a deeply informed team member who already knows your organization’s priorities.

I should note that this Custom GPT is for internal use by staff. It is possible to also create a custom GPT trained to be a visitor-services agent -- I'll cover that in another blog post, so stay tuned!

What About Ethics and Safety?

These are important concerns, especially in the nonprofit and cultural sectors. This topic deserves a full blog post of its own. Here is a quick overview:

• Be transparent. I use AI behind the scenes to support my process. It is a tool to help me work more efficiently, not a way to hide who is doing the work.

• Protect sensitive data. I never input confidential or private information into AI tools. I recommend using general or anonymized content while experimenting.

• Respect your expertise. AI is not a historian or curator. It does not understand nuance, local context, or your organization's mission the way you and your team do. Think of it as an assistant, not a replacement.

Interested in Learning More?

This fall, I will be offering a training series on AI for Museums and Heritage Organizations. It will be designed for non-technical professionals who want to explore how AI can be used in thoughtful, ethical, and effective ways.

In these sessions, we will discuss:

• What AI can and cannot do for heritage organizations

• Examples of real-world use in museums and nonprofits

• Hands-on demos of tools you can start using right away

• How to create internal guidelines for safe and responsible AI use

If you are curious but cautious, you are not alone. AI does not have to be overwhelming or risky. With the right approach, it can help you amplify your impact, save time, and communicate more effectively.

Get on the waiting list. Be the first to learn when the AI in Museums web training is available!

Practicing What I Preach: This blog was written with the assistance of a custom GPT I’ve trained specifically on museum management, heritage tourism, and marketing communications strategy. I use this tool to support idea development and content drafting, but the final draft, including all insights and recommendations, reflect my professional experience working with museums and heritage organizations.