<![CDATA[Background: The development of artificial intelligence (AI) has transformed information dissemination in museums by enabling cultural heritage content to be repackaged into more engaging, accessible, and user-oriented digital formats. However, little is known about how AI supports the repackaging of museum collection information on social media, particularly in Indonesian museums. Purpose: This study analyzes the use of AI in repackaging collection information on the Instagram account of Museum Majapahit, Mojokerto, through the dimensions of deep mediatization. Methods: A descriptive qualitative approach was employed using deductive qualitative content analysis. Data were collected through observation and documentation of seven Instagram post units across five distinct uploads published by Museum Majapahit between February and May 2026 that incorporated AI-based visualization and presentation of collection information. The data were analyzed through coding, categorization, abstraction, and interpretation based on the operationalized dimensions of deep mediatization. Results: AI-driven repackaging appeared across six dimensions: datafication, digitalization, media transformation, automation, connectivity, and enhanced cultural visibility. AI was used to reconstruct and visualize artifacts, such as the Pinukul relief and terracotta figurines, so that historical information was presented more contextually and communicatively. The museum account maintained a baseline engagement rate of 1.77% across 101 posts, whereas AI-assisted posts generated an average engagement rate of 16.24%. Visually oriented reconstructions attracted the most likes, whereas narrative-driven and responsive content prompted more comments and discussion about historical accuracy. AI functioned as an assistive medium that requires curatorial oversight to maintain historical accuracy. Conclusion: The integration of AI into the repackaging of Museum Majapahit’s collection information has supported a shift in museum communication from a conventional model toward more participatory digital information dissemination. AI-assisted information repackaging contributes to a more accessible digital presentation of cultural heritage and strengthens museum communication through social media.]]>
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