Galleries, libraries, archives and museums are striving to retain audience attention to issues related to cultural heritage, by implementing various novel opportunities for audience engagement through technological means online. Although born-digital assets for cultural heritage may have inundated the Internet in some areas, most of the time they are stored in “digital warehouses,” and the questions of the digital ecosystem’s sustainability, meaningful public participation and creative reuse of data still remain. Emerging technologies, such as artificial intelligence, are used to bring (...) born-digital archives to light, aiming to enhance the public’s engagement and participation. At the core of this debate lies both the openness of data and issues of privacy. How open to the public should born-digital archives be? Should everything be open and available online, and what does it take to achieve balance between openness and privacy, especially through AI initiatives? The study is qualitative and builds on the rationale of grounded theory. The role of AI development is critically investigated in relation to opening up born-digital archives online, by considering privacy and ethics issues. Grounded in the context of the author’s PhD research, the paper proposes a human-centred approach to AI development for democratising its development towards fairness and social inclusion, contrary to the stereotypical cliché of blackboxing, allowing space for the plurality of born-digital archives to flourish. (shrink)