Ferrari is expanding its use of artificial intelligence to deepen fan engagement in Formula 1 through a growing partnership with IBM, as racing teams increasingly look beyond the track to build year-round digital communities around the sport.
The luxury carmaker and Formula 1 team has introduced new AI-powered features within the Scuderia Ferrari mobile app, designed to create more personalised experiences for its global fan base, commonly known as the Tifosi. The move comes at a time when Formula 1 is witnessing rapid audience growth among younger and digitally native viewers across markets.
The updated app uses IBM’s watsonx AI platform to deliver race summaries, interactive insights, quizzes, polls, historical content, and personalised recommendations based on user behaviour. Ferrari and IBM said the platform is intended to make race weekends more immersive while also keeping fans engaged between races.
One of the central additions is an AI Companion feature that allows users to ask questions about Ferrari’s drivers, race strategies, team history, and Formula 1 performance data. The system uses conversational prompts and contextual information drawn from current and historical Ferrari data to generate responses for fans in real time.
The companies have also introduced a redesigned Game Center inside the app. The feature includes prediction contests, timed quizzes, digital achievement badges, and leaderboard-based challenges linked to live Grand Prix events. Ferrari said the experience is aimed at encouraging repeat engagement and community participation across the Formula 1 season.
According to IBM, the app has recorded notable growth since its relaunch last year. The company said cumulative downloads increased by 35%, while average monthly active users rose by 36%. Average race-weekend active users reportedly grew by 56%, reflecting stronger interaction during live events.
The app also includes AI-generated race recaps, telemetry analysis, track insights, tyre strategy explanations, and post-race data visualisations. Ferrari and IBM said the features are designed to simplify complex race data for casual viewers while offering deeper analytics for dedicated fans.
Industry observers say Formula 1 teams are increasingly investing in digital engagement strategies as the sport’s global popularity expands through streaming, gaming, and social media audiences. Teams are now using AI tools not only for technical racing operations but also for audience retention, content personalisation, and fan commerce initiatives.
Ferrari described the app as part of its broader long-term fan engagement strategy. The platform is currently available in English and Italian, with additional AI-driven updates expected throughout the 2026 Formula 1 season.
IBM, which serves as Ferrari’s official fan engagement and data analytics partner, said the technology behind the app is similar to systems being deployed across enterprise industries for customer experience and data-driven decision-making.
The partnership reflects how sports organisations are increasingly positioning AI as a key part of entertainment and media strategies, especially as competition for digital attention intensifies across platforms and audiences worldwide.
The AI push also aligns with Formula 1’s broader commercial expansion, particularly in the United States and Asia, where teams and sponsors are targeting younger consumers through digital-first experiences. Ferrari’s growing investment in interactive content mirrors a wider trend across sports leagues and entertainment companies using AI to create customised fan journeys and increase engagement beyond live broadcasts.
Executives from IBM and Ferrari said additional updates will continue rolling out in phases, including more interactive storytelling features, deeper personalisation, and expanded social sharing tools. The companies have positioned the app as a long-term engagement platform rather than a standalone race-day product, signalling how Formula 1 teams are evolving into always-on media and entertainment brands.
Analysts expect similar AI-led fan engagement models to emerge across football, cricket, basketball, and esports ecosystems.