Digital transformation presents itself as a new paradigm in the pace and direction of innovations. In services, the potential of digitalization replacing interpersonal relationships challenges the very foundations of the co-creation of value while enabling previously unthinkable forms of interaction in new service ecosystems. This scenario is exciting in museums that have taken on new purposes and have been affirmed as effervescent spaces of sociocultural debates. Digital technologies have challenged them to develop innovation strategies that allow them to play a leading role in this reconfiguration of services. The objective of the ongoing research and exploratory studies presented here is to analyze how managing innovation in services takes place and the context of digital transformations in the ecosystem of services of museums. Two cases were selected in this study: the development of the website Brasiliana Museus by the Brazilian Institute of Museums and innovation initiatives developed within the National Museum linked to the Federal University of Rio de Janeiro. The results contribute to the debate on the technology-services relationship in the context of digital transformation, aiming to consolidate an integrative approach to innovation in museum services.