IBM and Ferrari Turbocharge F1 Fan Experience with AI

Racing Into the Future with AI

Ferrari and IBM have teamed up to revamp the Formula 1 fan experience with a slick, AI-powered mobile app. Announced ahead of the Canadian Grand Prix, the updated app brings personalized content, real-time race insights, and enhanced interactivity to global F1 fans. IBM Consulting played a key role in modernizing the app’s architecture using Red Hat OpenShift and AI tools tailored for performance at scale. The overhaul is more than just cosmetic – it’s a strategic play to deepen fan loyalty and engagement as digital becomes central to motorsports storytelling.

Revving Up Engagement in the Digital Pit Lane

Under the hood, the Ferrari app now delivers tailored experiences, including AI-generated updates, track-side stats, and exclusive multimedia content. The integration of IBM’s watsonx AI and data platform ensures fans don’t just watch — they interact with the race in real time via a dynamic and intuitive interface. The tech streamlines backend operations while enhancing front-end responsiveness, allowing Ferrari to quickly adapt content based on race-day developments and user behavior. It’s a bid to transform passive spectators into highly engaged digital participants.

Driving Digital Transformation Beyond the Track

This partnership signals a broader trend of digital transformation in sports, where smart tech isn’t just detailing stats — it’s redefining storytelling and fan experience. Ferrari’s initiative with IBM marks another lap in its ongoing digital journey, aligning with its commitment to innovation both on and off the track. With mobile becoming the primary touchpoint for younger audiences, this AI-rich app helps bridge generations of fans, merging Ferrari’s rich legacy with a tech-forward fan strategy.