Ferrari Partners With IBM To Add AI To F1 App Ahead Of Monza

Scuderia Ferrari HP is overhauling its digital fan experience by partnering with IBM to inject artificial intelligence into its official app for Formula One fans.

“IBM watsonx impulsa la aplicación Scuderia Ferrari con contenidos y conocimientos con IA Se pueden encontrar en casi todos los países”

IBM

The app is designed to give “more opportunities of interaction, more personalization and more features with IA of IBM watsonx,” and it includes “visualizaciones de datos, contexto histórico y resúmenes de carreras generados por IA.”

IBM

Ferrari’s fan-facing push is tied to the team’s broader effort to keep supporters engaged beyond race weekends, with IBM and Scuderia Ferrari HP working on a “guía digital siempre activa” that uses free-text input to help fans explore information.

In the lead-up to the Gran Premio d’Italia at Monza, Ferrari also staged a Milan event at Palazzo Reale, with the “Drive to Monza by Peroni Nastro Azzurro 0,0%” appointment scheduled to be transmitted on Sky Italia starting at 19:30.

The Milan gathering was positioned as a chance for tifosi to show support for Lewis Hamilton and Charles Leclerc and for the Cavallino ahead of the GP.

Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, said fans can “actually see how it serves them,” describing how AI-driven storytelling works when supporters interact with it.

Stefano Pallard, Ferrari’s newly titled “head of fan development,” said the goal is “making each of them feel like we know them,” linking the app’s content to data from the track.

Motorsport

The revamped Ferrari fan app adds AI-written race summaries, interactive prediction games, a conversational AI companion, and a place for fans to make predictions.

TechCrunch described how the app also includes behind-the-scenes stories about the team and drivers, and how the team uses AI to analyze engagement signals such as which content people like to read and the sentiment of the messages fans send.

Engagement data cited by TechCrunch showed a 62% increase in engagement over race weekends since IBM came into the scene.

TechCrunch framed the partnership as a way to turn casual viewers into long-term supporters by overhauling the technology powering the Ferrari fan app rather than relying only on social media or the official F1 platforms.

“La Ferrari si avvicina ai tifosi e al loro calore prima del Gran Premio d’Italia a Monza e lo fa nuovamente a Milano, come prima dell’inizio di questa stagione”

Motorsport

Stanhouse said Ferrari is one of the few teams with a standalone fan app strategy, and TechCrunch noted that the app’s main focus is storytelling so fans stay engaged “all year long.”

The app’s changes also included offering it in Italian, because TechCrunch reported that Ferrari’s fan app was not available in Italian until the IBM partnership.

Pallard said fans are “asking for more data, more insight, more features,” and he tied the effort to a five-year vision to make “every fan feel like the experience was built for them.”

In parallel, IBM’s Scuderia Ferrari HP work described a cloud setup using a “infraestructura de cloud híbrido” across IBM and AWS clouds, with IBM watsonx.data used to manage and curate a large volume and variety of data for AI processing.