Museums are looking for ways to enhance viewer engagement in order to remain relevant in the modern world. Interactivity has been widely integrated into museum practice since the 1960s through happenings, performances, and relational art. Today, museums are drawing inspiration from new technology and social media, specifically from one of its defining features – algorithm-driven personalization. The value of this innovation lies in the program’s ability to analyze a user’s profile, interpret their interests, and recommend the most likely to be enjoyed content, which is one of the keys to retaining attention. This article examines how museums adapt this strategy for their spaces through digital technologies. The most representative examples of visitor experience personalization are discussed. Additionally, the article introduces a case study, an original exhibition project titled «Algorithmic Gaze» which is aimed at maximizing customization: the path through the proposed space is controlled by a digital device and evolves according to a viewer’s personal reaction to each following artwork. The source of inspiration, being the social media algorithm, is explicitly named, making the exhibition’s structure itself a conceptual statement. Its adaptable format allows for future expansions, ensuring continued relevance in an evolving digital landscape.