Alibaba Group Debuts "Wonder on Ice," an Immersive AI Experience at Milan’s Sforza Castle for Milano Cortina 2

 

The AI agent then acts as a virtual stylist, interacting with visitors and offering tailored recommendations for clothing, fragrance, and makeup. As participants make selections, the experience evolves continuously, demonstrating how AI-enabled retail can move beyond static product catalogues towards adaptive, interactive experiences. Each journey culminates in a personalized AI-generated video in which the visitor's avatar becomes the central character in a digital gala setting.

 

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The experience is supported by Alibaba's latest AI and cloud technologies, including its Qwen3 series of large language and vision models, Wan 2.2 image-to-video generation model, and Taobao Vision's immersive shopping solution, and Alibaba Cloud's global cloud infrastructure.

 

Architecture Inspired by Ice and Light

 

Spanning 40 meters, the installation consists of two architectural elements:

The Snow Globe, a spherical pavilion that serves as an interactive space during the day and transforms into a projection surface for AI-generated visuals in the evening

The Crystalized Skirt Building, a sculptural structure inspired by the crystalline geometry of frost and snowflakes, which houses the immersive AI-powered virtual retail experience.

Designed with sustainability in mind, the installation uses recyclable materials and leaves no permanent footprint on the historic plaza.

 

AWI will be open to the public from February 7–22, 2026, during the Olympic Winter Games, and March 6–15, 2026, during the Paralympic Winter Games.

 

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