source: techcrunch ai: ferrari is using ibm’s ai to create f1 superfans
level: business
ferrari and ibm are working together to make formula one fans feel more connected to the team. the partnership focuses on the ferrari fan app, which now uses ai to create race summaries, behind-the-scenes stories, and interactive features. the goal is to keep fans engaged year-round, not just on race days. ibm says the app saw a 62% increase in engagement during race weekends after the changes.
the app now includes games, prediction tools, and an ai companion that answers fan questions. it also offers content in italian for the first time, reflecting ferrari's heritage. the team hired a head of fan development to lead the effort, using data from millions of race data points to craft content that feels personal. ai analyzes which stories fans like and the sentiment in their messages to guide future content.
ferrari's fanbase is changing, with 75% of new fans being women, many from gen z. the team wants to serve both longtime supporters and newcomers by making the app feel tailored to each person. ibm's vice president of sports partnerships says the project shows how ai can help businesses connect with consumers through storytelling. ferrari plans to deepen personalization and create more immersive experiences over the next five years.
why it matters: this shows how ai can turn raw data into personalized fan experiences, a model for data-driven customer engagement in any industry.
source: techcrunch ai: ferrari is using ibm’s ai to create f1 superfans