Ferrari & IBM Launch AI Fan App for Global F1 Mobile Users

Ferrari and IBM combine motorsport tradition with advanced mobile and AI technology to deliver a reimagined digital experience for Formula 1 fans.

The newly launched app, developed by IBM and Scuderia Ferrari HP, brings Ferrari’s global fanbase — estimated at 400 million — closer to the race action with real-time data, AI-generated insights and interactive features.

The collaboration signals a broader shift within the Formula 1 and telecommunications space.

As the sport becomes more data-centric, teams are turning to AI-powered technology to deepen audience engagement.

With mobile use dominating fan interaction, the launch focuses on transforming how audiences connect with F1 beyond just watching the race.

AI-enhanced mobile experience transforms race weekends

IBM’s Watsonx platform and Granite models power the app’s intelligent features, with AI now central to the mobile fan experience.

One of the standout additions is the Race Centre, which delivers near real-time race summaries compiled from live data direct from the Ferrari team.

These AI-generated narratives include commentary from drivers and the team principal, providing fans with an insider-level understanding of each race.

Post-race insights take the experience a step further.

Through interactive data visualisations, fans can explore telemetry, tyre strategies, track conditions and weather impact.

These visual tools allow deeper engagement by letting users explore performance metrics that were previously locked behind technical walls.

The app also uses AI to link past and present.

With historical comparisons generated by machine learning, users can measure current drivers and strategies against Ferrari’s past legends.

It’s a blend of nostalgia and technology, giving fans a fresh way to interpret today’s results in the context of the team’s rich heritage.

Global strategy through language and interaction

The app is not just about speed or stats — it’s about connection.

With the introduction of Italian language support, Scuderia Ferrari HP is expanding its digital inclusivity, engaging directly with its Italian-speaking base.

Ferrari’s multilingual support reflects the global nature of the fanbase and underlines the telco-style ambition to remove barriers between content and user.

Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, says: "This app is about bringing all our fans closer to the heart of the racing world of Ferrari. 

"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."

Engagement is designed to last well beyond Sunday races.

Fans can take part in interactive polls about race predictions or reflect on historic milestones.

Personalised fan messages can be submitted to the team, with selected notes being posted across Ferrari’s social channels and blog.

These features draw users into the conversation, mimicking the interactivity found in mobile-first telco platforms.

Building a data-driven future in F1

The Ferrari-IBM collaboration marks a shift in how technology reshapes fan experiences in elite sports.

Rather than treating AI as a back-end tool, this project puts it front and centre of the mobile app.

From real-time analytics to ongoing engagement, the aim is to create a continuous feedback loop between fans and the team.

Lorenzo adds: "The project has just been launched and will become more and more comprehensive in the next few months.

"I can’t wait to see the fans interacting with the new app, entering a new dimension of the Ferrari experience."

IBM’s role extends beyond providing infrastructure.

By embedding AI into the app’s core functions, the company becomes a co-creator of the new digital experience.

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, says: "IBM and Ferrari are bound by a shared commitment to progress, innovation and excellence.

"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."

The app is expected to evolve throughout 2025, with Ferrari and IBM planning to integrate additional layers of real-time analytics and fan interaction tools.

While the initial rollout focuses on narrative generation and visual insights, upcoming features are likely to push further into mobile-first innovation and personalised content delivery.

In an era where telco and sports platforms overlap through high-speed connectivity, user data and global reach, this initiative showcases how AI can transform mobile engagement.

For Formula 1 fans, it offers a window into the paddock — and for the tech world, it signals how motorsport is becoming a proving ground for AI-driven applications.

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