A new, clearer and more appealing graphic design, but it’s not just the visuals that make the new product created by IBM for Ferrari’s racing division stand out.
The app unveiled today in Miami is a perfect blend of IBM technology and data provided by Scuderia Ferrari HP. The goal is clear: to revolutionize and enhance fan engagement using various tools, including generative artificial intelligence.
Now available in English and, for the first time, in Italian, the app includes a brand-new Race Center and Racing Insights developed with IBM watsonx for a more immersive experience. These AI-based features aim to bring fans even closer to the activities of Scuderia Ferrari HP during race weekends and include:
AI-generated race summaries: post-race summaries of Scuderia Ferrari HP’s performance, available within hours after a race. Using watsonx LLMs, complex race data is transformed into compelling narratives featuring insights from drivers and the team principal.
Post-race insights and data visualizations: dynamic graphics created with watsonx technologies that allow fans to interact with and view post-race data for drivers and the car, including telemetry, weather, track conditions, session results, car and tire strategies.
Historical insights on drivers and team: analyses that provide fans with comparisons between key moments from the 2025 races and past milestones of Scuderia Ferrari HP, including those related to cars, drivers, and tracks. This information is generated by watsonx LLMs, including IBM Granite, and is embedded in the AI-generated race summaries and other Scuderia Ferrari HP content.
The app will be updated continuously, much more frequently than before. The real challenge will be to deliver content even when the engines are off, but the team has emphasized that the absence of the red cars on track will not prevent the creation of original content using data, historical anniversaries, and anecdotes.
Interactive content such as polls, short videos, 3D experiences will also be created, and fans will have the opportunity to write to the team — including the drivers — and chat via an AI-powered chatbot. It will be possible to request data and statistics from both the present and past of the Scuderia.
The new app is only in its first phase. Throughout the year, it will be enhanced with additional features and, according to project leaders, a membership feature will be introduced by next season. The goal is to make the app inclusive, yet exclusive, for all Ferrari fans who want to follow the team’s adventures in F1, WEC, and e-sports.
“IBM and Ferrari share a responsibility for progress, innovation, and excellence,” said Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM. “With artificial intelligence, we are creating a new model for digital fan engagement that brings them even closer to Scuderia Ferrari, whether it’s a race weekend or not. The app is built with the same data and analytics technologies used by IBM clients across industries to deliver enhanced customer experiences, help employees achieve new levels of productivity, and make more informed, data-driven business decisions.”
“This app is meant to bring all our fans closer to the heart of Ferrari’s racing world,” said Lorenzo Giorgetti, Chief Racing Revenue Officer. “With IBM’s cutting-edge AI technology and our shared commitment to innovation and excellence, we’re creating a digital experience worthy of the Ferrari name. The project has just been launched and will grow increasingly complete in the coming months, maximizing the potential of the tools IBM is providing. I’m excited to see fans interact with this new app, entering a new dimension of the Ferrari experience.”
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