IBM
The paddock is now pocket-sized
IBM has partnered with Scuderia Ferrari HP to improve Ferrari’s fan app and make it more engaging for F1 fans.
Formula One has grown fast in recent years, helped by Netflix’s Drive to Survive and a wider global fanbase.
It has also become a major space for tech companies, with brands using data, analytics, and AI to support teams and reach fans.
The IBM and Ferrari partnership focuses on storytelling and personalisation. Ferrari wants its app to be more than a place for race details.
It now includes AI-written race summaries, games, predictions, behind-the-scenes stories, and an AI companion that fans can ask questions.
In brief:
IBM is helping Ferrari make its fan app more personal and interactive.
The app uses AI for race summaries, fan questions, games, and predictions.
Ferrari wants to turn race data into content that fans can easily understand and enjoy.
The Ferrari fan funnel is purring
The app also now supports Italian, which is a key update for an Italian team with many Italian fans.
Ferrari is using AI to understand what fans read, what they enjoy, and how they respond to content.
IBM said app engagement has increased since the changes, including a 62% rise over race weekends.
The goal is to make the app feel useful for both long-time Ferrari fans and newer F1 followers, especially as the sport attracts younger and more diverse audiences.
One day, I’ll get interested in F1. But it is not this day! - MV