Vincent van Gogh's posthumous presence continues to thrive in unexpected ways, with his paintings taking center stage in major museum exhibitions and projections illuminating immersive theaters across cities like Miami and Milan. The iconic Dutch artist's designs now grace a variety of products, from sneakers to doormats, and a collaboration with the Pokémon gaming franchise saw such overwhelming popularity that buyers stampeded at the Van Gogh Museum in Amsterdam.

One of the most ambitious endeavors to champion van Gogh's legacy is underway at the Musée D'Orsay in Paris. The museum has introduced "Bonjour Vincent," a lifelike doppelgänger of the artist created using artificial intelligence. Engineered to offer insights into van Gogh's life and death, the digital replica engages visitors in conversation, drawing on analysis of 900 letters written by the artist and early biographies. While the algorithm addresses sensitive topics like van Gogh's suicide, human guidance is employed to navigate touchy questions, ensuring the conversation remains respectful and informative.

The van Gogh algorithm, developed by tech start-up Jumbo Mana, reflects a year-long effort by the Musée D'Orsay to assert its relevance in the modern era. The initiative is part of a broader strategy to enhance the museum's cultural impact and improve knowledge display. The museum has collaborated with companies to support these efforts, aligning with its mission to bridge the 19th-century origins of its collection with contemporary audiences. Jumbo Mana plans to extend the van Gogh A.I. program to Amazon Alexa and Echo devices, making the digital replica accessible to a broader audience. The museum's commitment to modernization also includes a virtual reality experience called "Van Gogh's Palette," which is expected to have global distribution and display.

While some art historians express concern over the commodification of van Gogh's art, others acknowledge the potential appeal, citing the artist's historical engagement with popular culture. Van Gogh's paintings have found their way into various digital realms, including the popular online game Roblox, where users can integrate his artwork into digital clothing for avatars.

As museums navigate uncharted territory, the Musée D'Orsay's initiatives reflect a shift in approach, embracing digital opportunities. Collaborations with technology companies and fashion brands, such as the partnership with Todd Snyder, underscore the museum's evolving strategies to engage audiences in the digital age. The van Gogh algorithm, despite some initial imperfections, aims to enhance the collection's accessibility and relevance, emphasizing cultural impact over commercial pursuits.