F1 | Ferrari focuses on artificial intelligence: the partnership and key details. Ferrari has renewed its partnership with Genesys.

Ferrari has officially announced the renewal of its partnership with Genesys, a global leader in customer experience solutions powered by artificial intelligence. The new multi-year agreement strengthens the collaboration between the two companies, expanding it beyond the world of Formula 1 with the aim of delivering more immersive, personalized experiences for Ferrari’s global clientele.

Through its advanced AI and data analytics platform, Genesys will continue to support Ferrari in developing a comprehensive digital ecosystem capable of understanding and enhancing every customer interaction. The goal is to make these interactions more efficient, seamless, and perfectly aligned with the unique identity and values of the Maranello brand.

This renewed agreement marks a new phase in the partnership that began several years ago within the Formula 1 context. Now, Ferrari and Genesys aim to extend their collaboration to the customer experience sector, ensuring that every client enjoys a truly exclusive and tailor-made journey, both online and offline.

Ferrari renews its partnership with Genesys and invests in artificial intelligence

“We are delighted to renew and expand our collaboration with Genesys, a partner that shares Ferrari’s relentless pursuit of excellence and innovation,” said Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer. “After the first few years of working together in Formula 1, we are proud to take this partnership beyond the track to offer our customers increasingly unique and memorable experiences.”

The renewed partnership with Genesys represents another step forward in Ferrari’s digital transformation strategy. The Maranello-based company continues to invest in advanced technological tools to better understand and anticipate the needs of its clients. By combining technology with passion, Ferrari aims to create a brand experience that remains faithful to its historic values of performance, innovation, and excellence.

“Ferrari represents passion, performance, and innovation,” commented Alfonso Fuggetta, Ferrari’s Chief Digital Transformation Officer. “These are the same values we strive to reflect in the experiences we offer our customers. With Genesys, we can rely on a technology that delivers valuable insights from the data we collect, helping us design personalized and truly unique interactions that capture the essence of our brand.”

The extension of the partnership reflects Ferrari and Genesys’ shared vision of continuous innovation and teamwork — principles that both companies apply not only to motorsport but also to customer relationships. Through this collaboration, Ferrari aims to ensure a higher level of service and support, built on precision, attention to detail, and the same passion that has always defined the Maranello team.