IBM has partnered with Scuderia Ferrari HP to overhaul the team’s fan app using enterprise AI, bringing the technology giant into Formula One — one of the fastest-growing sports in the United States and an increasingly competitive arena for tech companies including AWS, Oracle, and Anthropic.
The partnership centres on transforming the millions of data points generated per second during each race into personalised, AI-written content that keeps fans engaged year-round. Ferrari appointed Stefano Pallard to a newly created head of fan development role to lead the effort, with IBM VP of Sports and Entertainment Kameryn Stanhouse overseeing the technology partnership.
The rebuilt app now includes AI-generated race summaries, an AI companion for fan questions, predictive games, and behind-the-scenes storytelling. AI also analyses engagement signals and fan sentiment to inform content strategy. Engagement has risen sixty-two percent over race weekends since IBM’s involvement began, with the team targeting deeper personalisation across a fanbase that F1 says is seventy-five percent new fans, many of them women and Gen Z.
