Winter sports commerce enters AI era ahead of 2026 Winter Games

Winter sports participation is undergoing a technological transformation as AI reshapes how Americans discover, engage with, and spend on cold-weather athletics ahead of the 2026 Winter Olympics. New Visa research shows consumers are rapidly integrating AI into winter sports decisions while domestic participation surges – what the payments company calls a convergence of “culture and commerce”.

The Winter Sports Study shows 55 percent of US respondents are considering AI for winter sports planning, while 40 percent have already used AI tools for their most recent winter activities. Time savings emerged as the primary driver, with 71 percent of users citing efficiency gains. Applications range from generative AI for discovering new sports and comparing destinations to agentic AI systems that execute equipment rentals and activity bookings.

Participation patterns and Olympic influence

Snowboarding (44 percent) and ice skating (41 percent) lead activity bookings Americans plan for their next winter sports experience. The Winter Olympics drive engagement directly – 58 percent of respondents report the Games inspire them to participate in winter sports, from mountain resorts to city skating experiences across the country.

Winter-related spending among US participants remains robust across multiple categories. Sports activities (33 percent) rank second only to shopping (41 percent) as the most valued winter experiences, while wellness and spa services (30 percent) complete the top three. Clothing purchases dominate winter sports spending at 61 percent, primarily equipment and apparel.

AI accelerates winter sports commerce decisions

Rajat Taneja, President of Technology at Visa, described AI’s role in accelerating sports commerce decisions. What was once a tool reserved for experts “is becoming a part of everyday life for travellers and consumers,” Taneja said. “We’re seeing people use AI to make faster, smarter, and more confident decisions about how they spend their time and money – transforming winter sports commerce and opening new opportunities for innovation across the travel ecosystem.”

The bottom line

Milano Cortina 2026 is already shaping winter sports participation. The critical question – and significant opportunity for brands invested in the event – is whether this surge will translate into sustained sporting goods purchases during and after the Games. As technology infrastructure embeds itself in participation decisions and Olympic inspiration motivates 58 per cent of consumers, the convergence of culture, commerce, and AI creates immediate momentum alongside longer-term uncertainty about post-Games consumer spending in winter sports equipment and apparel.