Ferrari is using IBM’s AI to create F1 superfans

IBM and Ferrari launched an AI-focused partnership to make the Ferrari fan app more personalized and interactive.

The app now includes Italian-language support, AI-generated race summaries, and a companion tool for fans.

Ferrari is using engagement data and fan feedback to shape year-round storytelling and content.

Early results suggest stronger fan engagement during race weekends, with the model potentially influencing other sports brands.