Visa has unveiled “V”, an AI-created digital character designed to help people develop their talents and pursue their ambitions, as the payments giant deepens its push into sport and culture-led engagement.
The launch coincides with the Milano Cortina 2026 Winter Olympic and Paralympic Games, positioning the initiative around a global moment centred on human potential.
Visa said V represents a practical application of technology aimed at encouraging creativity and enabling individuals to express and realise their potential.
To bring the concept to life, the campaign merges music and sport as they are two global platforms with universal reach. The debut includes an original track, “Anywhere”, produced by Italian DJ duo Merk & Kremont and co-written with Josh Cumbee. The song is performed by emerging Italian singer-songwriter Shorelle.
The single has been released in collaboration with Atlantic Records Italy, a label of Warner Music Italy within the global Warner Music Group network.
As part of the launch, the music video will be projected within the Live Site programme – the official fan zone of the Milano Cortina 2026 Winter Olympic and Paralympic Games – integrating the digital character into the Games’ wider cultural celebrations.
Visa said the project reflects its ambition to support talent through innovation while bringing fans closer to sport through music. Framed around the Olympic and Paralympic spirit of connection and opportunity, the company described V as a way of turning technological innovation into tangible support that helps people build momentum towards their goals.