Now more than ever: the role of museum and archival objects in an age of generative artificial intelligence

Purpose The purpose of this paper is to demonstrate that in a era of deepfakes, generative artificial intelligence (AI) and misinformation, physical objects in museum and archival collections gain renewed significance as anchors of truth and authenticity. As trust in traditional authorities declines and digital content becomes easier to manipulate, the tangible, verifiable nature of real objects offers a crucial counterbalance. Unlike digital media, objects allow for direct, multi-sensory engagement and possess unique ontic features – such as wear, residue and modifications – that affirm their provenance. Their authenticity can be confirmed through documentation, eyewitness accounts and scientific methods. Design/methodology/approach This paper is a deliberation, examining the interface between diminishment in museum authority, a rise in alternative “truths” and the emergence of deep fakes in the age of generative AI. Findings Museums, as custodians of these artefacts, play a vital role in sustaining credible historical narratives, particularly as conspiracy theories may increasingly target lesser-known items with unclear histories. To safeguard collections, institutions must adopt robust documentation standards – such as blockchain-secured metadata, forensic-style photographic records and transparent curatorial histories. Though resource-intensive, these measures help protect against future challenges to authenticity and bolster public trust. Museums must also embrace an expanded educational role, equipping visitors to critically navigate the digital misinformation landscape and appreciate the evidentiary value of authentic objects. As younger, AI-native generations gravitate toward digital experiences, well-documented duplicates may offer vital opportunities for tactile engagement. Originality/value The content of the paper reaffirms the centrality of tangible objects in museum holdings. It argues that the enduring value of museums depends on their ability to adapt, remain transparent and preserve physical evidence of the past in a world increasingly shaped by digital illusions and contested truths.