A pioneer project was launched on Monday at the Egyptian Museum in Tahrir marking its 122nd anniversary.

Instagram’s Revival project uses cutting-edge augmented reality (AR) filters to virtually restore iconic artefacts on display at the museum and the National Museum of Egyptian Civilisation (NMEC).

A joint venture between Meta, which owns Facebook, Instagram, WhatsApp and other services, and the Ministry of Tourism and Antiquities, the project aims to redefine how visitors experience Egyptian heritage, pushing the boundaries of educational tourism and digital engagement. It is also part of the ministry’s efforts to digitise its cultural institutions.

“This venture isn’t just about creating captivating images; it represents Egypt’s push to integrate digital innovation into the tourism sector,” Minister of Tourism and Antiquities Sherif Fathi said.

The collaboration with Instagram brings a level of technological sophistication to Egyptian museums, aligning with global trends to make museum spaces more interactive, digitally enabled and more appealing to younger audiences.

Visitors to the Egyptian Museum and the NMEC can now scan QR codes near selected artefacts to access Instagram’s AR filters. Using the filters, statues, carvings and other ancient objects are digitally reconstructed to reveal how they would have looked like in their original state. This provides an immersive experience that combines in-person exploration with a digital re-imagining, inviting museum visitors to interact with history in a way that traditional exhibits alone cannot provide.

“Our goal has always been to make Egypt’s extraordinary cultural heritage accessible and engaging to people from all over the world. By using AR technology, we are making these stories resonate with younger, tech-savvy generations, while preserving the integrity of these priceless artefacts,” Fathi said.

“Artificial intelligence [AI] and its technologies are having a transformative impact on the tourism industry, with benefits ranging from enhanced security and safety measures to easier access to information and more effective promotion of tourism products,” he pointed out and highlighted that the ministry recently used AI technology in one of its promotional campaigns, achieving “outstanding results that underscore the potential of these tools in the tourism sector”.

He also addressed some key challenges facing AI adoption, particularly the need for a legal framework to guide AI applications and practices. The framework would ensure compliance with both local and international laws, protect privacy and data, and respect cultural values and differences.

Fathi explained that while establishing such a framework was feasible, it comes with significant challenges. One of the most complex issues is that the framework must be dynamic. As AI continues to evolve and learn, managing this adaptability is essential to avoid potential issues that could affect tourist experiences, he said.

Another challenge for regulatory bodies is the need for specialised expertise and real-time monitoring to keep pace with AI advancements. This would allow for continuous updating and fine-tuning of regulations, creating a reference code and regulatory framework to keep AI learning and development under control.

Fares Akkad, the regional director for the Middle East and Africa at Meta, described the project as a ground-breaking effort that highlights the depth and richness of Egypt’s heritage. Akkad cited Meta’s commitment to harnessing modern technology and innovative solutions to help preserve and promote this cultural legacy, enabling young people to appreciate its enduring value across generations.

“Egypt’s rich history and cultural heritage make it a treasure trove of wonders, and that it is our collective responsibility to safeguard these treasures and share them with future generations,” Akkad said.

Akkad highlighted the transformative potential of technology in shaping the future of the tourism sector, noting that in today’s digital age, emerging technologies such as Augmented Reality (AR), virtual reality (VR), and AI are revolutionising the way tourism is promoted. These technologies allow people to explore different times and places in dynamic, interactive ways, enriching the tourism experience.

Secretary-General of the Supreme Council of Antiquities (SCA) Mohamed Khaled said that the Revival project highlights 13 selected artefacts across both museums, chosen to reflect the richness and diversity of Egypt’s history. Comparable pieces are used as reference points to help reconstruct the missing sections of the selected artefacts.

The artefacts undergo 3D imaging, essential for creating accurate virtual representations. These virtual images are developed through 3D scanning of the chosen artefacts in museums.

“It is the first time, globally, that the US company Meta is using its Spark’s AR technology in the restoration and reconstruction of damaged artefacts,” said Shaden Khallaf, Meta’s head of public policy for North Africa and responsible for regional sustainable development.

Khallaf said the project started two years ago to use technology to raise cultural and educational awareness by using social media platforms and highlight Egypt’s importance as a tourist destination and adopt the technology to promote inbound tourism to Egypt.

The impact of the Revival project extends beyond tourists; it’s also about sparking curiosity and pride among Egyptians, particularly young people who are adept at using social media and digital technology. By providing AR filters on Instagram, the project makes it easy for visitors to capture and share their experiences, spreading Egypt’s cultural legacy worldwide. Each AR interaction comes with a short, informative description of the artefact, offering insights into its origin, historical context and artistic details that might otherwise go unnoticed.

Revival offers a new lens through which to view Egypt’s timeless treasures.

* A version of this article appears in print in the 14 November, 2024 edition of Al-Ahram Weekly