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Artificial intelligence (AI) is a game changer in many fields, including cultural heritage. It supports the planning and preservation of heritage sites and cities, enables the creation of virtual experiences to enrich cultural tourism and engagement, supports research, and increases access and understanding of heritage objects. Despite some impressive examples, the full potential of AI for economic, social, and cultural change is not yet fully visible. Against this background, this article aims to (a) highlight the scope of AI in the field of cultural heritage and innovation, (b) highlight the state of the art of AI technologies for cultural heritage, (c) highlight challenges and opportunities, and (d) outline an agenda for AI, cultural heritage, and innovation. [ABSTRACT FROM AUTHOR]

Cultural heritage tourism is a multidimensional tourist activity because, apart from the advantages associated with practicing tourist activity, it is particularly associated with cognitive motives when it comes to practicing it, and even with discovering cultural identity. Such an activity has a specific value in relation to the adopted perspective. Researchers often attempt to determine the value that a tourism-related product has for the customer (tourist). Sometimes, it is defined as the value captured by the entity providing the tourism product. However, it is extremely rare for research to assess the social value of tourism. The aim of this work is to identify issues that can be used in measuring the social value resulting from cultural heritage made available in the form of a tourist product. The authors review the literature on cultural heritage and cultural identity, and then use a particular methodology to develop a tool for assessing social value. To develop their own research tool, the authors use the results of research conducted in 2021/2022 among managers of 70 cultural heritage tourism facilities in Europe. As a result, a tool was created that includes six statements that can contribute to the assessment of the social value resulting from the provision of material cultural heritage in the form of a tourist product. The reliability of the tool was estimated at 0.69 and its standardized rating at 0.71. The social value of cultural heritage, in the opinion of experts, achieved an average rating of 4.06 (on a scale from 1 to 5), with the 6-item version of the tool attaining an average rating of 4.10. Taking into account the usefulness of the proposed solutions, remember that the paper reflects only the European vision, which is one of many possible views. [ABSTRACT FROM AUTHOR]