Recent collaboration between Sberbank and the Pushkin State Museum of Fine Arts marks a pivotal step for museums adapting to a digital era. With a focus on making art a constant presence in daily life, the partnership emphasizes the urgent need for digital exchange of cultural treasures as modern life increasingly unfolds online.
The cooperation agreement, signed by the President of Sberbank, the Chairman German Gref, and the Museum Director Elizaveta Likhacheva, commits Sberbank and its network to support the Russian museum sector. The aim is to expand access to art and cultural heritage by leveraging the bank’s resources and technological ecosystem in service of the museum community.
Under this agreement, both sides will pursue joint projects to ensure that art reaches a broad audience with internet access. The plan includes developing digital experiences that allow visitors to explore the museum remotely through interactive platforms, including tours enhanced by augmented reality technology.
A key focus will be the creation of machine learning models and other artificial intelligence tools designed to support the museum’s educational missions. These tools are intended to assist researchers, educators, and curators in analyzing collections, organizing information, and delivering enriched educational content to diverse audiences.
Gref highlighted the aspiration to present art, outstanding collections, and the expertise of Pushkin Museum specialists to as many people as possible across the country. He stressed that removing barriers is essential for art to become part of everyday life for a wide public, not just visitors to the museum.
Speaking about the objective, Gref noted that reaching younger generations requires cutting-edge technology. He emphasized that museums should meet people where they already are, including digital spaces, to broaden engagement and ensure the art world moves with the times.
Elizaveta Likhacheva, the museum director, spoke about the transformative potential of modern technology for museums. She described the initiative as an ambitious step toward digitizing the collection, leveraging expansive databases, and adopting new methodological tools for scientific work and educational programs.
The Pushkin Museum sees digitization as a substantial, long-term undertaking that challenges even the most advanced institutions. With Sberbank’s involvement, the museum expects to make significant progress in cataloguing and presenting its holdings in digital formats that are accessible to a national audience.
Another central aim is to establish a new mode of communication with a growing, digitally native audience. The museum recognizes that many young people may not visit physical spaces frequently, so digital access becomes a bridge to traditional art forms, ensuring ongoing dialogue across generations.