Alibaba Presents an AI-Based Interactive Installation of the 2026 Milan Cortina Olympics
JAKARTA - Alibaba Group presents "Alibaba Wonder on Ice" (AWI), an interactive installation for the public based on artificial intelligence (AI) and cloud at Piazza del Castello Sforzesco, Milan.
This public installation shows directly how virtual retail outlets can create new experiences for visitors to the 2026 Milan Cortina Winter Olympics and Paralympics.
"With AI, we are transforming the 'Cloud Olympics' into the 'Intelligent Olympics', where AI helps us work more effectively, make smarter decisions, and build more meaningful relationships," said Alibaba Group Chairman Joe Tsai.
Located in the historic Sforza Castle and the Via Dante commercial district, AWI transforms one of the most iconic public spaces in the city of Milan into a stage for the exploration of digital technology that brings together cultural values, trade practices and consumer engagement.
Powered by advanced technology from Alibaba, this installation demonstrates how AI can deliver a more interactive and immersive digital retail store experience, as well as easily adapt to visitor preferences.
When entering the installation area, visitors can give simple preferences - for example, their favorite sports branch in the Milano Cortina 2026 event.
Based on this input, the AI agent will design a more personalized visiting experience in this installation area. Visitors can also take photos of themselves to instantly generate a digital avatar.
Not only that, AI agents also play a role as virtual stylists, who interact and provide recommendations for clothes, perfumes, and makeup for visitors.
Kirsty Coventry, President of the International Olympic Committee (IOC), said that this partnership with Alibaba reflects one of the most significant technological transformations in Olympic history.
"Continuing the innovation from the previous Olympic Games, the Milano Cortina 2026 event illustrates progress in the implementation of cloud-based and AI broadcasting and operations, while setting a new benchmark for future Olympic Games," he added.
AWI will be open to the public from February 7-22, 2026 during the Winter Olympics, as well as March 6-15, 2026 during the Winter Paralympics.