Ferrari Uses IBM's AI
Ferrari is partnering with IBM to create a more engaging fan experience using AI. The partnership focuses on overhauling the Ferrari fan app.
IBM has partnered with Scuderia Ferrari to enhance fan engagement through the use of artificial intelligence. Ferrari is one of the most iconic teams in Formula One, which has become a popular sport globally. The partnership aims to make the most of the data available in sports to help people get comfortable with AI.
Partnership Details
The IBM-Ferrari partnership centers on storytelling, enhancing fan engagement by overhauling the technology powering the Ferrari fan app. Ferrari hired Stefano Pallard as the head of fan development to tackle the challenge of making each fan feel like they are known. The team processes millions of data points per second during each race, capturing every movement of the driver and the car, and turns this into content that fans can engage with.
App Features
The new Ferrari fan app has games where fans can play with others, new AI-written race summaries, more behind-the-scenes stories about the team and the drivers, a place to make predictions, and an AI companion for fans to ask questions. The app's main focus is storytelling to keep fans engaged all year long. Engagement data for the app has been trending upward since IBM came into the scene, with a 62% increase in engagement over race weekends.
Future Plans
The team hopes to dive deeper into personalization and create more immersive fan experiences. The app developers took into account Ferrari's diverse fanbase, which includes many new female fans. The vision for the next five years is to make every fan feel like the experience was built for them, whether they have been with the team for 30 years or 30 days.
Key points
- IBM has partnered with Scuderia Ferrari to enhance fan engagement using AI.
- The partnership focuses on overhauling the Ferrari fan app.
- Ferrari processes millions of data points per second during each race.
- The new app has features such as games, AI-written race summaries, and an AI companion.
- Engagement data for the app has increased by 62% over race weekends.
- F1 released stats showing that 75% of new fans are women, many of whom are Gen Z.
This article was independently rewritten by ManyPress editorial AI from reporting originally published by TechCrunch.
