Two years ago, IBM noticed its sports partnerships were missing one crucial component: Formula One. Now, Scuderia Ferrari is partnering with IBM to create a fan app that uses advanced AI to engage and inform enthusiasts.
The idea isn't just about reaching fans; it's about making each of them feel like the team knows them personally. Stefano Pallard, Head of Fan Development at Ferrari, explained: 'We want to make each fan feel unique.'
Millions of data points are captured during a race, from every driver’s movement to car performance. This data is turned into content that fans can easily follow and engage with, creating a more immersive experience.
The new app includes games, AI-written summaries, behind-the-scenes stories, prediction tools, and an AI companion for fan questions. It's not just about the tech; it’s about storytelling that makes fans feel closer to their favorite teams.
With 75% of new F1 fans being women, many from Gen Z, Ferrari is keen on providing more data, insights, and features. The future aims to make every fan feel like the experience was tailored for them, enhancing loyalty and engagement year-round.
