In May 2025, VILNIUS TECH, the leader of the WP8, began developing the T8.1 M4 system—a new platform designed to monitor visitors’ emotional responses in real time during cultural events. Based on an already-tested system (TRL 4), M4 brings together smart sensors, recognition software, HVAC controls, and wireless technology.
The system is also connected to a mobile app that shows how visitors are feeling as they experience cultural content. With the help of artificial intelligence, M4 can adjust content in real time, creating more personalized and engaging experiences. All emotional data is collected anonymously and follows strict privacy standards.
In June, we presented this work at the “10th Annual International Symposium on Culture and Civilization” in Athens, Greece. The talk, titled “Integrated Text Opinion and Context Analysis on Museums,” highlighted our progress within the META-MUSEUM project.
We believe M4 has big potential for the future. As museums adopt smarter technologies, there’s a growing need to understand how people emotionally interact with exhibits. Yet many institutions still don’t have affordable tools to collect and interpret that kind of data.
M4 aims to fill this gap. It combines emotional science, artificial intelligence, and multimodal data—from voice and facial cues to movement and biometrics. The system offers real-time insights into how people respond to different environments, and it can help museum teams make informed decisions to improve visitor experience.
Our goal is to make museum visits more emotional, inclusive, and sustainable—adding a new emotional dimension to how we design and rate cultural spaces.
In the coming months, project partners will conduct surveys of selected public urban areas (T8.2) to prepare and design the physical settings for upcoming P3 hybrid events, in coordination with local public authorities. Before the event, a social media campaign (T8.3) will be launched to raise public interest by sharing teaser content and inviting engagement through the attaCHbox app. Ethical and data protection procedures (T8.4) will be finalized to ensure all data collection complies with relevant guidelines and regulations.
The P3 hybrid event will feature interactive cultural content, real-time emotional feedback through the M4 system, and multisensory customization. Participants will be encouraged to co-create and respond through both digital and physical tools. Afterward, the gathered emotional and physiological data will be analysed (T8.6) to assess participants’ experiences and the impact of the event.
The table illustrates significant relationships between the factors analysed in the study: