Visa has introduced V, a new AI-created digital character designed to support people in developing their talents. V represents a practical use of technology to encourage creativity.
V is an AI-created project, designed to inspire people to explore new horizons, develop their skills, and turn aspirations into reality.
Its debut coincides with the Milano Cortina 2026 Games, a moment when the world focus’ on human potential, and aligns with Visa’s mission to enrich the experience of sports fans and help people achieve their dreams.
The launch of V includes an original track, “Anywhere,” produced by Merk and Kremont and written together with Josh Cumbee, performed by Italian singer-songwriter from Vicenza, Shorelle.
The single is released in collaboration with Atlantic Records Italy, a label of Warner Music Italy and part of the global Warner Music Group (WMG) network.
The single and music video will be available on streaming platforms and on radio from February 6, culminating in a live performance by Merk & Kremont on February 13 in Milan’s Piazza del Cannone.
During the performance, the music video will be projected as part of the Live Site program.
Serena Di Matteo head of marketing Southern Europe at Visa said: “AI doesn’t create dreams – people do. As this technology becomes increasingly present in our daily lives, our goal is to use it in ways that truly support people and their ambitions,”
“With this new project, we want to continue supporting talent through innovation and bring people closer to sport through music. It’s an approach that reflects the Olympic and Paralympic spirit: connecting people, expanding access, and creating opportunities. With V, we turn this vision into concrete support, transforming innovation into real help that allows people to build momentum, step by step.” she added.
Pico Cibelli president of Warner Music Italy said: “We’re excited to collaborate with Visa to bring the vision of V to life,”
“The V project shows how the union of artificial intelligence and human creativity can connect with a broad audience. Bringing this partnership to the Milano Cortina 2026 Games confirms that creativity remains the most powerful engine for inspiring new generations.” Cibelli added.
“We wrote ‘Anywhere’ imagining the Winter Olympics as a grand stage of stories, to capture the adrenaline shared by all athletes as they face competition,” said Merk & Kremont, producers of the track.
“AI makes it possible to work faster and imagine things that were previously unthinkable, too complex, or too expensive. Today it allows you to think bigger – and for a creative, there’s nothing better than that.”
From a technical standpoint, V’s music video represents a challenge: three minutes of visual storytelling with a character from start to finish, environments and costumes that maintain continuity and identity.
“Creating short content with AI is relatively simple. Producing a long-form music video with this level of consistency, however, requires a complex workflow,” said Manuel Musilli ECD at Saatchi & Saatchi Italy.
Credits:
Integrated Model: Publicis Groupe Italy – The Power Of One
Creative Agency: Saatchi & Saatchi Italy
Social Media Agency: Bcube Italy
Media Agency: Starcom Italy
Production House: BRW
Direction & AI Production: Dogma
