Ferrari is using IBM’s AI to create F1 superfans

techcrunch.com May 24, 2026

Ferrari is using IBM’s AI to create F1 superfans

Curated by Shubham · TechCapsules · May 24, 2026

AI-summarised brief · reviewed before publication

IBM has partnered with Scuderia Ferrari to enhance fan engagement through the use of artificial intelligence. The partnership focuses on overhauling the technology powering the Ferrari fan app, aiming to make each fan feel known by the team. The app now offers games, AI-written race summaries, and behind-the-scenes stories, with a main focus on storytelling to keep fans engaged year-round. Ferrari's fan app strategy is one of the few standalone approaches in the sport, capitalizing on its growing global fandom. The partnership has led to a 62% increase in engagement over race weekends, with plans to dive deeper into personalization and immersive fan experiences. The team uses AI to analyze engagement signals and understand what resonates with fans, directly informing content delivery.

💡 Why It Matters

· Ferrari's use of AI to personalize fan experiences sets a new standard for sports teams to leverage technology and data to build superfans.
· By catering to the diverse and evolving fanbase, Ferrari can create a loyal community that drives the team's success.

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