This case examines how the Harvard Art Museums (HAM) considered using generative artificial intelligence in a marketing campaign to increase visitor engagement and membership. Looking to boost attendance and appeal to a younger audience base, and facing intensified competition for leisure time, HAM’s marketing team explored animating a canonical artwork using AI-generated avatars as part of a digital campaign. While the approach promised novelty and attention, it raised internal concerns about brand authenticity, interpretive authority, donor relations, and reputational risk—particularly given broader cultural anxieties surrounding AI and the museums’ association with the Harvard brand. Students must evaluate whether and how HAM should proceed, including which audiences to target, what form the AI experience should take, which channels to use, which artwork to animate, and how success should be measured. The case highlights tensions between innovation and brand stewardship in cultural marketing, organizational barriers to new technology adoption, and the strategic use of emerging technologies in brand management.