Ferrari and IBM integrate AI to overhaul fan engagement strategy
The Italian racing team has appointed a new head of fan development and deployed artificial intelligence across its official application, reporting a significant rise in engagement metrics following the technology’s integration.
Scuderia Ferrari HP has entered a strategic partnership with IBM to integrate artificial intelligence into its official fan application, aiming to personalise content and enhance storytelling for its global audience. The collaboration addresses the sport's growing demographic shift, particularly the rise in female and Gen Z fans, by leveraging AI to analyse engagement signals and tailor experiences. This move positions Ferrari within a broader trend of Formula One teams adopting technology partnerships, following similar initiatives by competitors such as McLaren and Williams, and aligns with the sport's expanding commercial appeal in markets like the United States.
Ferrari appointed Stefano Pallard as the new head of fan development to lead AI-driven engagement strategies. Pallard stated that the team’s objective is to move beyond simple reach and ensure each fan feels personally known by the organisation. The updated application now includes features such as AI-written race summaries, interactive multiplayer games, prediction tools, behind-the-scenes stories, and an AI companion for fan queries. Notably, the app was previously unavailable in Italian; this language option was added as part of the IBM partnership, correcting a longstanding oversight for the team’s domestic supporters.
Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, highlighted that sports provide abundant data, helping users become comfortable with AI by seeing its practical application in storytelling. IBM identified a gap in its sports partnerships roster regarding Formula One, noting the sport's growing popularity in the U.S. driven by Netflix’s “Drive to Survive” and interest from tech sponsors like AWS, Oracle, and Anthropic. Stanhouse noted that the Ferrari app’s main focus is storytelling to keep fans engaged throughout the year, rather than just during race weekends.
Pallard stated that AI analysis of engagement signals, such as content preferences and message sentiment, directly informs how the team shapes its storytelling and content delivery. The team hopes to dive deeper into personalisation and create more immersive fan experiences. The app developers also took into account Ferrari’s fanbase, which is much more diverse than it was even five years ago. F1 released stats last year showing that 75% of new fans were women, many of whom were Gen Z.
Engagement data shows a 62% increase in engagement over race weekends since IBM’s involvement. The long-term vision for the next five years is to create immersive, personalised experiences that make every fan feel the experience was built specifically for them, regardless of tenure. This approach aims to build lasting loyalty among a fanbase that is increasingly demanding more data, insight, and features from the team.
