The present contribution will focus on two recent trends impacting cultural sector: immersive environments and artificial intelligence. Both the technologies are tightly connected with the “new normal” associated to Digital Transition. Digital transition is a new global trend that was boosted by the pandemic, this “transition” is sometimes pushing “digitally divided” citizens to go digital. Artificial intelligence and immersive technologies had already their appearance on stage respectively in the 1980s and 1990s. Nowadays both technologies can be accessible in everyday-life and provide a real impact on society giving benefits but even some drawbacks.