IBM and Scuderia Ferrari HP have introduced a redesigned mobile app aimed at making the Formula 1 experience more engaging for fans. The app is now available in English and Italian, giving Ferrari’s global fanbase—known as Tifosi—new ways to connect with the team, its drivers, and the race season.
“With AI, we’re creating a new blueprint for digital fan engagement that brings fans even closer to Scuderia Ferrari whether it’s race weekend or not,” said Jonathan Adashek, senior vice president of marketing and communications at IBM. “The app is built with the same data and analytics technologies used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions.”
New features for deeper engagement
The app now includes a Race Centre and Racing Insights section built using IBM watsonx. These tools allow fans to access AI-generated race summaries, post-race data, and historical comparisons. Large language models (LLMs) on watsonx help turn complex race information into stories, showing how the team performed and highlighting driver reflections.
Post-race insights also come with visuals showing telemetry, weather, track data, and team strategies. Historical insights compare current races with key Ferrari moments from past years.
“With IBM’s cutting-edge AI technology and our shared commitment to innovation and excellence, we are creating a digital experience worthy of the Ferrari name,” said Lorenzo Giorgetti, chief racing revenue officer at Ferrari. “The project has just been launched and will become more and more comprehensive in the next few months, maximising the potential of the tools that IBM is putting at our disposal. I can’t wait to see the fans interacting with this new app, entering a new dimension of the Ferrari experience.”
Always-on fan experience
In addition to race-day content, the app offers year-round fan interaction. Features include the ability to send messages to the team, vote in daily fan polls, and read about Ferrari’s most memorable races.
IBM and Ferrari plan to roll out more updates throughout 2025 to continue building on this digital platform. The app is available for download from the Apple App Store and Google Play Store.