Ferrari and IBM add AI features to the Ferrari F1 fan app

In short: Ferrari and IBM are using AI to make the Ferrari Formula One fan app more engaging and more personal.

What happened

Ferrari’s Formula One team, Scuderia Ferrari HP, has partnered with IBM to rebuild key parts of the Ferrari fan app. The goal is to help fans follow races more easily and to keep them coming back even when there is no race weekend.

Some updates are simple. For example, the app is now available in Italian, even though Ferrari is an Italian team.

Other changes use AI, which is software that can write and summarize text in a human-like way (like a fast assistant that reads a lot and then explains what matters). The app now includes AI-written race summaries, more behind-the-scenes stories, games, a place for fans to make predictions, and an AI companion that lets fans ask questions.

Ferrari also said it uses signals from the app to understand what fans like. This includes what people read and how they react to content. The team then uses AI to analyze those signals so it can adjust what it publishes.

IBM’s Kameryn Stanhouse told TechCrunch that engagement has been trending up since IBM joined the project. She cited a 62% increase in engagement over race weekends as one example.

Why it matters

Sports teams have a lot of race data, but most fans do not want to study raw numbers. Tools that turn complex data into clear stories can make the sport easier to follow, and they can also shape what information fans see and how often they see it.

Source: TechCrunch AI