Catch up on Guru’s Key Takeaways

We had so much fun meeting with everyone at AAM and sharing our augmented reality, app platform, and CMS with you! But if you didn’t make it, no worries. Here’s a recap:

For Guru, the most exciting part wasn’t a single “new” technology. It was how museum leaders are connecting values, visitor needs, and digital strategy into experiences that feel human, credible, and truly worth the visit.

Here are the trends we heard repeatedly—and the ideas we’re bringing forward into the work we do with museum partners.

1. “Mobile-first” is increasingly “mission-first”

   AAM conversations around digital strategy kept circling back to a simple reality: the visitor journey is already mobile—even when the museum experience isn’t.

   We heard lots of momentum around:

   • Mobile-first wayfinding and planning

   • Multilingual access

   • Experiences designed for short attention windows and deep-dive exploration

   • Digital tools that support staff goals (not add new burdens) 

   Co-creation and consultation aren’t “nice to haves”—they’re increasingly the baseline for credible storytelling, especially for lived experience and community history.

2. Maps are becoming interpretive experiences, not just directions.

   Wayfinding is evolving. More museums are treating maps as:

   • A narrative device (“choose your own path”)

   • A curiosity engine (“what’s nearby that matches what I love?”)

   • A tool for confidence and belonging (“I know where I am; I feel welcome here.”)

   Maps can be functional and interpretive. When they’re designed with intention, they don’t just help visitors get from A to B—they help them feel oriented, invited, and more connected to the stories unfolding around them.

3. Layered storytelling is winning: QR + AR + virtual + on-site, working together

   A big takeaway from AAM 2025 is that museums aren’t choosing one format anymore. They’re stacking formats to meet visitors where they are:

   • Virtual tours and online experiences that spark interest before a visit (or serve remote audiences) 

   • AR moments that add wonder without replacing the artifact 

   • “Small but meaningful” digital layers like QR codes that open deeper context on demand 

   This isn’t about flashy tech. It’s about giving visitors choices—and letting them control depth, pace, and format.

If your museum is thinking about what’s next—refreshing a visitor app, launching wayfinding, adding multilingual tours, experimenting with AR, or exploring safe AI interpretation—these AAM themes offer a strong roadmap.

Interested in how these work? Try an AR experience below:

If you’re curious what’s possible out of the box, our features page walks through the tools museums use most for visitor engagement and operations. Or check out some of our other articles on these subjects:

YOUR Visitor Experience. YOUR Way.  

In-Gallery with Guru 

Our New Mapping System Will Blow You Away 

What Guru can do for you? Get in Touch.

1  All AR trigger images are copyright of SDMA.