Revolutionising Digital Engagement in Motorsports with the New Ferrari App

Revolutionising digital engagement in motorsports, IBM and Scuderia Ferrari HP have launched an upgraded mobile application that incorporates generative AI, aiming to enhance the experience for Formula 1 enthusiasts globally.

Now accessible in both English and, for the first time, Italian, this innovative app introduces a variety of AI-driven functionalities developed on IBM’s watsonx platform. From instant race recaps to engaging fan polls, the app seeks to elevate the Ferrari experience, making it more immersive, customised, and accessible all year round.

Key Features of the New Ferrari App

• AI-Generated Race Summaries: Deploying advanced language models on watsonx, aficionados can receive race-day summaries shortly after the events conclude, supplemented by insights from Ferrari’s drivers and team principal.
• Post-Race Analytics: Interactive data visualisation tools enable users to delve into telemetry, track conditions, tyre strategies, and other engaging content in a user-friendly manner.
• Historical Insights: The application provides AI-generated comparisons between present performances and significant milestones in the illustrious history of Scuderia Ferrari HP.

Enhancing Fan Connection

Offering more than just data and recaps, the app fosters a stronger emotional bond with supporters:

• Fan Messages and Polls: Fans can now send direct messages to the team and engage in daily polls, with opportunities to be featured in Ferrari’s social media content and communications.
• Iconic Race Highlights: Users can relive legendary Ferrari victories spanning several decades, curated for the next generation of supporters.

The companies indicated that additional features will be introduced through 2025 as part of a larger strategy to strengthen the connection between Ferrari and its fanbase, which boasts nearly 400 million followers.

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, stated that IBM and Ferrari share a dedication to progress, innovation, and excellence. He noted that through AI, a pioneering model for digital fan engagement is being developed.

Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, echoed this enthusiasm, highlighting that IBM’s state-of-the-art AI technology, combined with their mutual commitment to innovation, is paving the way for a digital experience befitting the Ferrari legacy. He expressed excitement about fans engaging with the new app, entering a new dimension of the Ferrari experience.

The revamped Scuderia Ferrari HP app is now available for download on both the Apple App Store and Google Play Store.