Museo del Vino de Málaga Introduces AI Assistant and Interactive Visitor Experiences
Integrating Artificial Intelligence into the Wine Museum Experience
The Museo del Vino de Málaga has introduced artificial intelligence tools to its exhibition spaces, becoming one of the first cultural institutions in Spain to adopt this technology for visitor engagement. Housed in the 18th-century Palacio de Biedmas, the institution aims to blend traditional agricultural heritage with modern digital interactivity.
The update introduces two main features designed for visitors exploring the regional wine culture.
Meet "Pajarete," the WhatsApp AI Wine Guide
A central addition to the museum is "Pajarete," a virtual assistant powered by artificial intelligence and accessible directly through WhatsApp. Named after a historic local wine style, the digital assistant functions as an on-demand guide for both current visitors and those planning their trips.
Users can interact with the assistant to receive tailored wine recommendations, details regarding local denominations of origin such as Málaga, Sierras de Málaga, and Pasas de Málaga, and information connecting to the broader regional wine routes, nearby accommodations, and affiliated dining spots.
Interactive Challenges and Rewards for Visitors
Alongside the digital assistant, the venue has launched a multilingual interactive digital gymkhana. Designed to appeal to families, local residents, and international travelers alike, the activity uses mobile devices to guide participants through a series of questions and challenges concerning the history and production methods of regional winemaking.
Visitors who complete the activity can exchange their results for rewards or discounts at the venue shop, while top-scoring participants receive recognition for their performance. Developed alongside local technology initiatives with support from municipal cultural departments, these updates offer new ways to explore the extensive collections of historic bottle labels, lithographs, and winemaking artifacts.
To plan a visit or explore more cultural highlights across the city through Musemap (musemap.art), you can view the museums list, browse the interactive map view, or check out what's on exhibitions.
