IBM uses AI to boost Ferrari F1 fan engagement
ibm and ferrari revamped the scuderia ferrari hp fan app with ibm's ai, generating race summaries and an ai companion that boosted engagement by 62% on race weekends.
scuderia ferrari hp selected ibm to redesign its fan engagement strategy, leveraging watsonx ai to process millions of data points per second and convert them into interactive content. the updated app features an italian language interface, predictive games, and an ai chatbot that answers fan questions about team operations, such as pit stop mechanics. the partnership targets year-round retention by analyzing sentiment signals to tailor storytelling, resulting in a 62% surge in engagement during race weekends.