Visa Italia has created a digital character using artificial intelligence, which it has named V. It assures that it is not a virtual influencer, but rather represents a practical use of technology to promote creativity, since its mission will be, as the company expresses in a statement, to inspire people to explore new horizons, help them develop their skills and turn their aspirations into reality.
The initiative aligns with Visa’s mission to enrich the experience of sports fans
Visa has presented V within the framework of the celebration of the Milan Cortina 2026 Olympic Games, capitalizing on a context of visibility, notoriety and cultural relevance, and also, as it explains, in “a moment when Italy and the world focus on human potentialThe company notes that the move fits with its mission to enrich the sports fan experience and help people achieve their dreams.
It should be remembered that Visa has been a brand sponsor of the Olympic and Paralympic Games since 1986.
The launch of V is linked to sport, but also to music, two languages that Visa considers universal and with the ability to unite people. That is why the company has turned V into a singer and accompanies his presentation with an original song, titled “Anywhere”, which has been produced by DJs Merk & Kremont, co-written with Josh Cumbee and performed by Italian singer-songwriter Shorelle.
The song features the collaboration of Atlantic Records Italia, a label of Warner Music Italia, part of the international network of Warner Music Group (WMG), as well as a video clip. They have also worked together with the agency Saatchi & Saatchi Italia, produced by BRW, with direction and production by Dogma’s AI. Both the song and the video have been available on digital and audio platforms since February 6.
The song will be performed on February 13 in Milan’s Piazza del Cannone, as part of the programming of the official fan zone of the Olympic and Paralympic Winter Games, and where Visa has a series of activations and experiences. Among them, enjoying how V performs the song live from his virtual DJ booth.
“As AI becomes more integrated into our daily lives, we aim to use it to truly support people and their ambitions.“said Serena Di Matteo, Marketing Director for Southern Europe at Visa, in a statement. “We want to continue supporting talent through innovation and connecting people with sport through music. This approach is fundamental to the Olympic and Paralympic spirit: connecting people, expanding access and creating opportunities. With V, we are translating this vision into concrete support, transforming innovation into real help that allows people to move forward, step by step.“.
For their part, Warner Music Italia assures that although technology has been fundamental in the creation of V, the human and artistic talent behind the project elevates it, transforming it into an experience that resonates on an emotional level. “Project V demonstrates how the combination of artificial intelligence and human creativity can connect with the general public in a widespread way“said Pico Cibelli, president of Warner Music Italia. “Bringing this collaboration to the Milan Cortina 2026 Games confirms that creativity continues to be the most powerful engine to inspire new generations”.
