The Discovery Museum in Kerkrade, Netherlands and CGI joined forces to create Ai the expo, an interactive exhibition that makes artificial intelligence (AI) understandable and personal for visitors of all ages. Developed with CGI’s SmartLab, the exhibition transforms complex AI concepts into an engaging and reflective experience that connects innovation with social responsibility.
The challenge
Artificial intelligence is transforming every aspect of society but for many, it remains abstract or even intimidating. Discovery Museum wanted to bridge this gap by showing the potential and ethical questions of AI in a way that is accessible and thought-provoking.
To realize this vision, the museum sought a technology partner that combined deep technical expertise with a strong commitment to responsible AI, one capable of transforming algorithms and data into meaningful human experiences.
“We hope that after visiting this exhibition, visitors will take a more critical approach to AI in everyday life. Not only experiencing the convenience, but also better understanding the risks,” said Hans Gubbels, Director of Discovery Museum.
“The most valuable thing was that we embarked on the experiment of developing an AI tracking system together. That pioneering spirit made this project unique,” said Mischa Horninge, Product Manager at Discovery Museum
The solution
As a strategic partner of Discovery Museum, CGI contributed its innovation and AI expertise through our SmartLab in the South of the Netherlands. The result is Ai: the expo, a fully interactive exhibition that educates and challenges its visitors.
Interactive and personalized experience
At the heart of the exhibition is an AI-driven tracking system developed by CGI’s SmartLab. Using computer vision and recommendation algorithms, the system observes visitor behavior and adapts the exhibition content to individual interests. When a visitor spends time at an exhibit about animals or robotics, the system suggests related displays, creating a personalized journey through the world of AI.
Beyond the technology, the experience also prompts reflection. Visitors are invited to consider: “How comfortable am I being tracked?” and “What data would I share or withhold?” This balance of curiosity and critical thinking turns each visit into a dialogue about AI’s impact on daily life.
Co-creation and agile collaboration
The tracking system was developed through co-creation between CGI’s SmartLab and Discovery Museum. Using an agile, iterative approach, both teams met weekly to refine technical capabilities and visitor experience simultaneously.
We provided expertise in data, AI, GDPR and privacy, while the museum translated these insights into compelling storytelling and exhibit design.
The result
The exhibition successfully brings AI closer to the public in a responsible and engaging way. Each day, more than 150 visitors—students, families and professionals— experience the exhibition, building awareness of AI’s opportunities and challenges. Over the coming three years, Ai: the expo is expected to educate thousands of visitors across the region.
Key outcomes include:
- A personalized and immersive experience powered by AI
- Greater public understanding of data, algorithms and ethics
- Enhanced dialogue about AI’s opportunities and risks
- Demonstration of CGI’s responsible AI principles in action
CGI’s role in responsible innovation
CGI is a signatory of the EU AI Pact and advocates for fair, transparent and inclusive applications of AI. Projects like Ai: the expo illustrate how technology can drive not just innovation, but also social understanding.
Through these partnerships, we demonstrate how our end-to-end expertise in AI, data and cloud solutions can be applied responsibly, turning digital innovation into public value. The exhibition showcases our commitment to education, collaboration and ethical technology, reinforcing our role as a trusted partner in shaping an intelligent, inclusive future. Read more about our approach to Responsible AI.
