The Harvard Art Museums, a consortium of three institutions in Cambridge, Massachusetts, tested out a marketing campaign aimed at increasing visitor engagement and membership that makes use of generative AI in order to animate a 18th-century painting in its collection.

John Connolly, the director of marketing for the Harvard Art Museums, and Julian De Freitas, an assistant professor at Harvard Business School, recently spoke about the initiative on Open Call, a podcast produced by the Harvard Business Review and hosted by Brian Kenny HBS’s chief marketing and communications officer.