Art museums use visitor data to reshape the gallery experience

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Giovanni Kanter goes to at least one art museum whenever he visits a new city. That’s on top of his regular exploration of galleries in New York, where the 25-year-old ICU nurse lives and studies. He typically discovers new artists and gallery openings through word of mouth, though he has recently started curating his social media feed to serve relevant content (he’s currently in what he terms a “surrealism phase”).

He was raised on visual art; he's the son of painter Marianne Gargour and nephew of mixed-media artist Heather Hutchison and painter-printmaker Mark Thomas Kanter . His “exposure-oriented education” featured childhood visits to galleries and shows in and around Dallas, where he grew up, and in France, where he spent time with his grandparents.

But Kanter is an exception. Many other young people have a less immersive artistic education, perhaps shaped by occasional school trips or family visits to museums. If they haven’t internalized an instinct for what Kanter calls “moving through the art and absorbing it,” the museum experience is central to how they learn about and understand art.

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