Milan's Digital Duplicate Image Replacement: What Happens Next and the Key Decisions Ahead

Milan's city council has announced plans to invest €1.2 million in duplicate image replacement technology as part of its preparations for the 2026 Winter Olympics. This technology will be used to enhance the visitor experience by providing real-time information and immersive experiences at various locations throughout the city.

The investment in duplicate image replacement technology matters now because it has the potential to significantly enhance the visitor experience in Milan, particularly during the Olympics. With millions of visitors expected to descend upon the city, the technology will help to reduce congestion and provide visitors with a more personalized and engaging experience. Additionally, the technology will also help to showcase Milan's rich cultural and historical heritage, from the Duomo to the Galleria Vittorio Emanuele II, and provide visitors with a unique perspective on the city's iconic landmarks.

Locally, the technology will be implemented in several key locations, including the Porta Nuova district, the Corso Como, and the Brera neighbourhood. The technology will be integrated into the city's existing digital infrastructure, which includes the Milan Tourism website and the ATM Milan mobile app. The Politecnico di Milano and the Università degli Studi di Milano will also be involved in the development and implementation of the technology, providing expertise and resources to ensure its successful rollout. The technology will also be used to enhance the visitor experience at the La Triennale di Milano museum and the Teatro alla Scala opera house.

Implementation and Data

According to data from the city council, the duplicate image replacement technology is expected to be used by over 70% of visitors to the city during the Olympics, with an estimated 1.5 million users per day. The technology will be available in multiple languages, including Italian, English, French, and Spanish, and will provide visitors with real-time information on events, attractions, and services throughout the city. The cost of implementing the technology is estimated to be around €500,000 per year, which is expected to be offset by increased revenue from tourism and advertising. As of June 2026, the city council has already seen a 25% increase in tourism revenue compared to the same period last year, with the duplicate image replacement technology expected to play a significant role in this growth.

In terms of what happens next, the city council will need to make several key decisions regarding the implementation of the technology, including the selection of a vendor to provide the technology and the development of a comprehensive marketing strategy to promote its use. The council will also need to work closely with local businesses and stakeholders to ensure that the technology is integrated into the city's existing infrastructure and that it provides a seamless and engaging experience for visitors. With the Olympics just over a year away, the city council will need to move quickly to ensure that the technology is up and running in time, and that it provides a lasting legacy for the city of Milan.