Ferrari and IBM Bring AI to Official App to Boost F1 Fan Engagement

IBM signed a multiyear agreement with Ferrari S.p.A. on November 7, 2024, becoming Scuderia Ferrari HP’s official fan-engagement and data-analytics partner in 2025. The companies are using watsonx and generative AI to integrate Ferrari’s current and historical racing data for nearly 400 million Tifosi worldwide. Financial terms were not disclosed.

The companies launched a redesigned app on May 1, 2025, adding Race Centre and AI-generated race summaries. On May 1, 2026, they introduced AI Companion, Game Center and an enhanced Race Centre. In the year since the redesign, total downloads have risen 35%, average monthly active users have increased 36%, and average active users during race periods have climbed 56%.