TCS and the Munch Museum Launch Interactive AI-Based Drawing Experience

The experience allows visitors to explore and interact with the work of Norwegian artist Edvard Munch

Press release

OSLO | MUMBAI, March 28, 2025: Tata Consultancy Services (TCS) (BSE: 532540, NSE: TCS), a global leader in IT services, consulting, and business solutions, partnered with the Munch Museum (MUNCH) in Oslo in November 2023 to create an AI-based, playful, and interactive drawing experience for museum visitors. The TCS team, comprising of scientists and engineers, leveraged their expertise in Artificial Intelligence (AI), Machine Learning (ML), and Cloud Computing to bring Norwegian legend Edvard Munch’s art and creativity to life.

The interactive experience, called New Snow, is now open to visitors at the MUNCH. Visitors are invited to explore the archive of Edvard Munch’s drawings by making digital sketches of their own. The technical solution, designed by TCS in collaboration with the museum, uses AI to analyze sketches drawn by visitors and searches through an archive of over 7,000 art works of Munch. It finds matches of the visitor’s art with Munch’s work, helping the visitors better explore his body of work.

Birgitte Aga, Head of Innovation & Research at MUNCH, said, “With the New Snow project, MUNCH and TCS have been exploring ways of making the hidden world of Munch’s drawings more widely accessible and engaging. Discovering these rarely seen sketches is a thrill, offering new perspectives on his artistry. Our partnership with TCS highlights how technology and art can bring Munch’s work to a wider audience, and we’re excited to invite the public to explore them in the Lab at the museum.”

The interactive experience has been a big success with more than 50,000 sketches made by visitors so far and each visitor spending between 10 minutes to an hour with the application, resulting in improved engagement for the museum.

Sankha Som, Chief Innovation Evangelist, TCS, said, “We believe in the power of technology and partnership to drive meaningful change. With Munch, we have unleashed the potential of AI for the culture space and brought people closer to art. We will continue to innovate in this sector and make cultural experiences more participatory and immersive. Digital technology can be a potent bridge connecting culture and new generations of consumers.”

For more information see TCS press release about the partnership and MUNCH information about the New Snow project. You can also watch a video about the interactive drawing experience.

For any enquiries or a presentation of the interactive experience at the museum, please contact Maren Lindeberg, Head of International Press, MUNCH, or Roland Bagen, Head of Communications Europe, TCS.

About MUNCH

MUNCH is home to the world's largest collection of works by Norwegian artist Edvard Munch. The bespoke museum, designed by estudio Herreros, houses more than 26,000 works that Edvard Munch bequeathed to the City of Oslo. The museum also manages collections donated by Rolf Stenersen, Amaldus Nielsen and Ludvig Ravensberg. MUNCH traces the artist’s profound influence both on modern art and on artists through to the present day. Alongside displays of iconic artworks from the renowned permanent collection, temporary exhibitions show Edvard Munch’s lasting influence in his own contemporary society, as well as on today’s generation of artists. Visitors will always experience the highlights of Edvard Munch’s oeuvre, in parallel with a wide-ranging programme of cultural events and experiences for visitors of all ages. From its location in Bjørvika, with unparalleled views of the Oslo Fjord, the museum offers an extensive program of art and cultural experiences across thirteen floors. For more information, visit: www.munchmuseet.no/en/

ABOUT TATA CONSULTANCY SERVICES (TCS)

Tata Consultancy Services (TCS) (BSE: 532540, NSE: TCS) is a digital transformation and technology partner of choice for industry-leading organizations worldwide. Since its inception in 1968, TCS has upheld the highest standards of innovation, engineering excellence and customer service.

Rooted in the heritage of the Tata Group, TCS is focused on creating long term value for its clients, its investors, its employees, and the community at large. With a highly skilled workforce of over 607,000 consultants in 55 countries and 180 service delivery centres across the world, the company has been recognized as a top employer in six continents. With the ability to rapidly apply and scale new technologies, the company has built long term partnerships with its clients – helping them emerge as perpetually adaptive enterprises. Many of these relationships have endured into decades and navigated every technology cycle, from mainframes in the 1970s to Artificial Intelligence today.

TCS sponsors 14 of the world’s most prestigious marathons and endurance events, including the TCS New York City Marathon, TCS London Marathon and TCS Sydney Marathon with a focus on promoting health, sustainability, and community empowerment.

TCS generated consolidated revenues of US $29 billion in the fiscal year ended March 31, 2024. For more information, visit www.tcs.com

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