Ferrari is using IBM’s AI to create F1 superfans

IBM and Scuderia Ferrari HP are working together to use AI to reshape how Ferrari connects with Formula 1 fans. The effort focuses on creating more personalized and engaging digital experiences for fans beyond race day.

The partnership reflects a broader sports industry push to turn casual viewers into superfans through data-driven personalization. For teams and sponsors, AI-enhanced engagement could become as important as on-track performance in growing global fan loyalty.

IBM and Scuderia Ferrari HP take TechCrunch inside how they are redefining the fan experience.