IBM and Scuderia Ferrari HP Launch AI-Powered App For Immersive Fan Experience

IBM and Scuderia Ferrari HP introduced a mobile app experience designed to bring the global fanbase of nearly 400 million Tifosi closer to cars, drivers and races. The app includes a new Race Centre and Racing Insights built with IBM watsonx delivering an immersive experience. The AI-powered features aim to bring fans closer to all the Scuderia Ferrari HP action from race weekend.

Additionally, it includes AI-generated race summaries which show post-race recaps of the Scuderia Ferrari HP team's performance, available within hours of a race's conclusion. Using LLMs on watsonx, the team's race data is transformed into narratives that include reflections from the Scuderia Ferrari HP drivers and team principal.

“IBM and Ferrari are bound by a shared commitment to progress, innovation and excellence. With AI, we're creating a new blueprint for digital fan engagement that brings fans even closer to Scuderia Ferrari whether it's race weekend or not. The app is built with the same data and analytics technologies used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions,” said Jonathan Adashek, Senior Vice President of Marketing and Communications, IBM.

Moreover, dynamic visuals, created from technologies on watsonx that allow fans to interact with and see post-race driver and car data including telemetry, weather, track conditions, session results, car and tire strategies.

In addition to that, the app will have analysis providing fans with comparisons of 2025 race moments to past Scuderia Ferrari HP races including car, driver and track moments. Alongside Race Center, IBM and Scuderia Ferrari have launched new app features designed to deliver fans personalised and interactive fan experiences year-round, including fan messages, interactive fan polls and iconic races.

IBM and Scuderia Ferrari will continue rolling out new app features throughout 2025. By combining data and AI technologies with the team's vast amounts of current and historical data, IBM and Scuderia Ferrari are working to reimagine the digital fan experience in ways that deepen the connection between Tifosi and F1 fans.

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“This app is about bringing all our fans closer to the heart of the racing world of Ferrari. With IBM's cutting-edge AI technology and our shared commitment to innovation and excellence, we are creating a digital experience worthy of the Ferrari name. The project has just been launched and will become more and more comprehensive in the next few months, maximising the potential of the tools that IBM is putting at our disposal. I can't wait to see the fans interacting with this new app, entering a new dimension of the Ferrari experience,” said Lorenzo Giorgetti, Chief Racing Revenue Officer, Ferrari.