Ferrari Revamps Fan App With IBM AI as Race-Weekend Engagement Jumps 62%

1 articles · Updated · TechCrunch · May 23

Ferrari rebuilt its standalone fan app with IBM AI, adding AI-written race summaries, an AI companion, games, predictions and more behind-the-scenes content to keep fans engaged beyond race day.
62% higher engagement over race weekends has followed the overhaul, with Ferrari using app behavior and fan-message sentiment to learn what content resonates and tailor future storytelling.
Millions of race data points per second feed that strategy, turning complex track information into easier, more personalized content; simpler fixes also included finally launching the app in Italian.
Ferrari says the next five years will focus on deeper personalization for a changing F1 audience, after the sport reported 75% of new fans were women and many were Gen Z.

Has Ferrari's AI-driven fan app translated into any measurable on-track performance gains?

With F1 teams becoming data-driven, are they now tech companies that also happen to race?