Alibaba Cloud rolls out Winter Olympics campaign built on fan-created AI artworks

Shanghai, China – Alibaba Cloud has launched the “YOUR EPIC VIBE” campaign in partnership with Ogilvy Shanghai, inviting Olympic fans worldwide to co-create a video artwork using AI-generated visuals inspired by ice and snow sports.

The campaign drew participation from fans across more than 100 countries and regions, who used Alibaba Cloud’s AIGC (Generative AI) technology to transform their love and imagination for winter sports into digital artworks. 

Running for 20 days from January 6 to January 26 (Beijing time), the event collected tens of thousands of submissions from participants aged 7 to 79, demonstrating remarkable global engagement.

From these entries, 100 works were selected and compiled into a campaign video that premiered across global channels on the opening day of the Milano Cortina 2026 Winter Olympics. Echoing the Games’ slogan, “It’s Your Vibe”, the campaign combined the Olympic spirit with AI-driven creativity, allowing participants to showcase diverse cultures and styles through a shared artistic experience.

The project featured four iconic extreme movements from Winter Olympics history, rendered as “white models” for participants to customise using Alibaba Cloud’s AIGC platform, “Wan AI”. Fans added colour, backgrounds, and motion effects, transforming textual ideas into high-quality visual expressions.

Fei Wei, group executive creative director of Ogilvy Shanghai, said, “In the digital age, brand communication must create tangible value. 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.”

As the Worldwide Cloud Services Partner of the Olympic Games, Alibaba Cloud leveraged its cloud computing and AI capabilities to broaden participation, allowing fans to engage beyond physical limitations and contribute to a collaborative Olympic narrative.

Beyond marketing, “YOUR EPIC VIBE” marks the first AI art collection in Olympic history. It will be acquired by the Olympic Museum in Lausanne, Switzerland, and displayed at venues including the Olympic Cultural Centre at Clubhouse 26 near the Arco della Pace Olympic cauldron and Wonder on Ice in front of Sforza Castle. Additionally, 100 individual works will be exhibited in Hangzhou, Italy, and Switzerland, providing a global stage for creators’ talent and passion.

“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,” Zhang added.