Pompeii Archaeological Park AI image incident — Oct 2026

The director of the Pompeii Archaeological Park, Gabriel Zuchtriegel, has publicly denounced the circulation of misleading AI-generated content concerning the victims of the 79 B.C. eruption. This incident highlights growing concerns regarding the ethical use of artificial intelligence in cultural promotion and the potential for such technology to fuel misinformation.

What happened

An Instagram profile, attributed to a chemistry professor at the University of Naples Federico II, published content regarding the House of the Golden Bracelet at the Pompeii Archaeological Park. According to Director Zuchtriegel, both the images and the accompanying text were generated using artificial intelligence and presented a completely false historical reconstruction.

The post was not merely an instance of misinformation; it was linked to a fundraising portal designed to generate revenue. The Park has formally contacted the university to determine if this activity aligns with the institution's code of ethics. This incident stands in stark contrast to the Park's own recent efforts to implement strict guidelines for the respectful display of human remains, such as the casts of the four victims found in the House of the Golden Bracelet, which are currently featured in an exhibition at the Palestra Grande. While the Park utilizes AI for legitimate research and heritage monitoring, officials emphasize that such tools must be guided by rigorous scientific methods rather than being used to exploit historical tragedies for financial gain.