Alibaba Cloud and Ogilvy Shanghai launch AI-powered Olympic campaign ‘Your Epic Vibe’

As the Olympic Winter Games Milano Cortina 2026 officially open, Ogilvy Shanghai, in collaboration with Alibaba Cloud, the Worldwide Cloud Services Partner of the Games, has launched an unprecedented global marketing spectacle: ‘Your Epic Vibe.’ The project invited Olympic fans from over 100 countries to co-create a video artwork using Alibaba Cloud’s AIGC (Generative AI) technology, transforming fans’ passion for ice and snow sports into stunning visual art.

While the Olympic movement inspires humanity to push boundaries, participation remains limited for many. Alibaba Cloud’s leadership in cloud computing and AI enables more people to transcend physical barriers, engage creatively, and collectively make Olympic history – demonstrating technology’s power to empower the human spirit and strengthen Alibaba Cloud’s brand identity.

This global co-creation event, which ran for 20 days from January 6 to January 26 (Beijing time), successfully collected tens of thousands of works from hundreds of countries worldwide, with an age range spanning from 7 to 79. This demonstrated astonishing breadth and depth of participation. Ultimately, the video ‘Your Epic Vibe’, compiled from 100 selected works, premiered grandly across global channels on the opening day of the Olympic Winter Games Milano Cortina 2026.

Echoing the slogan of this Winter Olympics, ‘IT’s Your Vibe’, ‘Your Epic Vibe’ further elaborates on the combination of the Olympic spirit and a unique AI experience. It brings together global participants who, while resonating together on the same artwork, can showcase diverse cultures and styles. The project selected four of the most representative physical extreme movements in Winter Olympics history, transforming them into white models. Global participants were then invited to use Alibaba Cloud’s AIGC platform, Wan AI, for coloring, background, and motion design, turning textual imagination into a high-aesthetic visual language.

The profound significance of ‘Your Epic Vibe’ extends far beyond the scope of marketing. As the first AI art collection in Olympic history, it will be acquired by The Olympic Museum in Lausanne, Switzerland, and exhibited at venues including the Olympic Cultural Centre at Clubhouse 26 next to the Arco della Pace Olympic cauldron, and Wonder on Ice in front of Sforza Castle. Additionally, 100 individual works from the collection will be jointly exhibited in Hangzhou, Italy, and Switzerland, propelling global creators’ passion and talent onto a broader stage.

“This year, the International Olympic Committee partnered with Alibaba Cloud to develop the first official AI model in Olympic history built on our Qwen large language model, marking a new chapter in the Games’ evolution,” said Zhang Shuai, General Manager of the Brand Department at Alibaba Cloud Intelligence Group. “Our goal is to bring the power of AI to every Olympic fan. ‘Your Epic Vibe’ embodies this vision, providing a platform where digital creations can become part of the Olympic cultural legacy.”

“In the digital age, brand communication must create tangible value,” said Fei Wei, Group Executive Creative Director of Ogilvy Shanghai. “This project allowed us to seamlessly integrate AI technology with the Olympic spirit, creating a unique platform for public participation. ‘Your Epic Vibe’ not only showcases Alibaba Cloud’s technological capabilities but also gives people the chance to experience firsthand the creative possibilities unlocked by AI.”