Overview
- This week Ferrari and IBM rolled out an updated standalone fan app that uses enterprise AI to deliver personalized race summaries, behind‑the‑scenes stories, interactive games, prediction features and an AI assistant.
- Ferrari and IBM say the system analyzes engagement signals such as what content users read, time spent and message sentiment to tailor which stories and features each fan sees.
- The team reports a company‑cited 62% rise in app engagement over race weekends since IBM’s involvement, a metric Ferrari plans to use to expand immersive experiences.
- The project repurposes Formula One telemetry — millions of data points per second from cars and drivers — into fan‑facing content that simplifies technical data for newcomers and core fans alike.
- Ferrari created a new 'head of fan development' role and added Italian language support to the app as part of a broader strategy to control fan data, serve a surging Gen Z and female audience, and keep fans engaged year round.