Digital echoes of the past: how cultural proximity shapes AI- and VR-mediated heritage experiences

Purpose This study aims to examines whether generative artificial intelligence (AI) and virtual reality (VR) function as equalizers or reproduce existing interpretive asymmetries in digital heritage interpretation among visitors with varying levels of cultural proximity. Design/methodology/approach A quasi-experimental design (n = 78) compared AI-based interpretation with immersive VR in the context of Qing Dynasty migration, with cultural proximity treated as a stratifying factor. Findings After controlling for prior knowledge, cultural proximity significantly predicted interpretive understanding, whereas digital modality and the interaction between digital modality and cultural proximity were not statistically significant. Insiders achieved higher interpretive scores than outsiders across both AI and VR conditions. Although this observed pattern is consistent with the proposed Digital Echo effect, post hoc power for detecting medium-sized interaction effects was limited (0.59); the findings should therefore be interpreted as preliminary rather than definitive. Qualitative reflections further suggested that VR fostered immersion, whereas AI supported semantic grounding, but neither modality clearly eliminated the interpretive barriers faced by culturally distant visitors. Practical implications Heritage practitioners should combine semantic scaffolding with immersive experiences and tailor contextual support to visitors’ cultural familiarity. Originality/value This study proposes the digital echo effect as a conceptual lens for explaining how digital heritage technologies may reproduce preexisting interpretive inequalities among visitors with different levels of cultural familiarity. It highlights the need for culturally responsive design while emphasizing that the proposed effect requires replication with larger samples.