Numerous archaeologists have expressed their discontent with the British Museum following the museum's recent use of AI-generated images on its social media platforms. The controversial posts, shared on January 27, were swiftly removed after receiving significant backlash from the public.
The visuals depicted a young woman in various outfits, seemingly admiring exhibits within the museum. Accompanied by the caption, "Taking time to take a closer look is always worthwhile," the posts included the hashtag #YourMuseum and tagged an AI model account alongside the AI marketing agency V8 Global. This led to immediate discussions regarding the appropriateness of generative AI in cultural institutions.
Steph Black, an archaeologist and PhD student at Durham University, noted that the post was live for about six hours before its removal, during which it garnered a flood of critical comments urging the museum for clarification and an apology.
Black shared the contentious images on her Instagram, where she boasts nearly 200,000 followers. She later revealed to Artnet News that the British Museum unfollowed her and other critics, which she interpreted as an attempt to silence further discussion.
"They need to acknowledge what happened, explain why it occurred, and identify who approved it," stated Black. "I want them to take accountability and pledge not to utilize generative AI in the future."
In response, a spokesperson for the British Museum clarified that the institution often shares "user-generated" content on social media. They acknowledged that the content in question was AI-generated and emphasized their decision to remove it due to its potential sensitivity. The museum is currently working on developing internal guidelines for AI use as the technology becomes more prevalent in the sector.
One notable image featured an AI-generated woman observing a genuine artifact: a Mexican stone sculpture representing the Aztec fire-serpent Xiuhcoatl. Black pointed out that while the AI figure appeared in various traditional East Asian garments in other images, in this instance, she was dressed in attire resembling Mexican culture. "It's as if all these cultures are perceived as one," she remarked.
