Scuderia Ferrari and IBM launch new app to enhance fan engagement with generative AI at the Miami Grand Prix.
With high visibility in the sport and significant partners attending, Ferrari and IBM aim to be the first Formula 1 team to integrate generative AI into a fan-focused application.
Ferrari and IBM Unveil Enhanced Ferrari App
Starting May 1, Ferrari fans worldwide can download the latest version of the Scuderia Ferrari mobile app, which leverages generative AI to revolutionize the fan experience.
Available in both English and Italian, the app is powered by IBM Watsonx—IBM’s generative AI and data platform—which supports its large language model, Granite. This promises year-round, interactive, personalized experiences.
“This app connects our fans to the essence of the Ferrari racing world,” said Lorenzo Giorgetti, Chief Racing Revenue Officer. “By combining IBM’s advanced AI technology with our innovation ethos, we’re creating a digital experience that embodies the Ferrari legacy.”
Collaboration Announcement and Goals
Ferrari and IBM formalized their partnership in November 2024 and quickly focused on refreshing the Ferrari app, targeting its launch at the Miami Grand Prix.
Stefano Pallard, Ferrari’s head of fan development, emphasized the significance of the U.S. market, stating, “The first GP in the U.S. is a pivotal moment for us to introduce new projects and technologies.” IBM’s Fred Baker echoed this sentiment, noting the importance of reaching millions of fans quickly.
Features and Future Enhancements of the App
Fans who download the app can explore various AI features that utilize data from Scuderia Ferrari’s archives along with information from FIA and Formula 1. Features include post-race summaries with quotes from teams and drivers, interactive data visualizations, and insights that contextualize the 2025 season within Ferrari’s history.
In addition to features for race weekends, the upgraded app includes options for fans to send messages to the team, revisit highlights from classic races, and participate in daily polls. Pallard mentioned that this is just the beginning, as the app will evolve, incorporating more generative AI to refine user interaction over time.
The enhanced Scuderia Ferrari app is now available on both Apple and Android platforms.
Read next: Why the Miami Grand Prix promises to be better than ever before
