The convergence of digital innovation and cultural heritage preservation represents a unique and burgeoning field of study (Russo Spena & Bifulco, 2021), especially in the context of cultural startups committed to heritage valorization (Greco, 2022). These enterprises play a critical role in enriching cultural heritage (Zaman, 2015, Bertasini, 2019; Greco, 2022) through the use of advanced technologies such as Artificial Intelligence (AI), Augmented Reality (AR), and blockchain (Andrade, 2020). These technologies not only facilitate preservation and promotion but also enhance accessibility and create interactive visitor experiences. Thus, these startups contribute to democratizing culture by reaching a broader and more diverse audience.
Furthermore, today, cultural startups can be considered the frontier, bridging the gap between the scalability focus of high-tech startups and the sustainability goals of socially oriented startups. They have the flexibility to act in a low-demanding market – as cultural market is – without compromising the economic feasibility. Unlike traditional high-tech ventures that prioritize rapid growth or social enterprises that emphasize community impact, cultural startups inhabit a unique middle ground. They integrate advanced technology while preserving a strong commitment to cultural and social values, thus contributing to both economic sustainability and the social mission of broad cultural accessibility. This positioning not only enriches the cultural sector but also highlights the evolving definition of scalability and sustainability in the startup ecosystem, as these ventures blend technology, culture, and social responsibility to create long-lasting, impactful contributions to society.
Objective of the Track
This track seeks to explore the potential of cultural startups within the entrepreneurial ecosystem and their contributions to heritage valorization. It aims to investigate how the integration of technologies such as AI and AR can innovate traditional practices within the cultural sector, fostering business models that are inclusive, sustainable, and designed to provide accessible cultural engagement to a range of stakeholders. Due to the recent introduction of such technologies, it is yet unknown whether they affect the business perspective and visitors experience.

Research Questions and Themes
The track invites exploration of the following questions and themes:

• Innovation in Cultural Business Models: How can cultural startups, through the use of advanced technologies, develop business models that are inclusive and sustainable? What strategies do they employ to ensure cultural accessibility while respecting the authenticity of cultural assets?
• Integration of Advanced Technologies in Cultural Valorization: What processes allow for the integration of innovative technologies like AR and AI into cultural practices? How do these technologies contribute to enhanced audience engagement and promote new models of valorization? Which are the expectations on visitors’ experience?
• Social Responsibility and Cultural Entrepreneurship: What strategies can startups adopt to ensure ethical and responsible heritage management? How can startups help overcome accessibility barriers and strengthen the social responsibility of cultural organizations?

So, we appreciate papers pertaining, but not limited, to the following topics:
Measuring the Social Impact of Cultural Startups: Examining methods and frameworks to assess the social and cultural impact of startups. This includes indicators for accessibility, community engagement, and contributions to local identity and heritage preservation.
Scalability and Sustainability in Cultural Startups: Exploration of how cultural startups balance the need for scalability with sustainable practices. This subtopic invites studies on growth strategies tailored to the cultural sector and the challenges of scaling heritage-focused ventures without compromising cultural integrity.
AI-Driven Personalization in Cultural Engagement: Assessing the impact of AI on tailoring cultural experiences to diverse audience profiles. Studies in this subtopic may address the ethical implications and potential for AI to create personalized educational and cultural content for various demographics.
Blockchain Applications in Cultural Heritage: Analyzing the role of blockchain in preserving, tracking, and certifying the provenance of cultural assets. This includes applications for digital authenticity, secure ownership records, and ensuring transparent transactions in the art and cultural markets.
Augmented Reality (AR) and Virtual Reality (VR) for Immersive Cultural Experiences: Investigating how AR and VR technologies transform cultural heritage into immersive, interactive experiences. This includes examining user engagement, accessibility, and the impact of virtual heritage tours on audience appreciation and learning.
Collaborations between Cultural Startups and Traditional Institutions: Analyzing partnerships between innovative startups and established cultural institutions (museums, galleries, heritage sites) to understand how they complement each other in preservation, promotion, and audience reach.

Fabio Greco
Marco Tregua
Francesco Bifulco