Ferrari partnered with IBM to use artificial intelligence to connect with its global fanbase in new ways. The legendary Italian team is reimagining how it engages supporters through tech.
According to TechCrunch's exclusive look inside the partnership, Ferrari hired Stefano Pallard as its new head of fan development. His goal is to make every fan feel personally known by the team.
"That starts with taking the data we get from the track and turning it into content that is easy to follow and engaging," Pallard told the outlet. Teams capture millions of data points per second during races — every driver movement, every car adjustment — and IBM's AI transforms that raw information into shareable stories.
The old Ferrari fan app was minimal. Fans would check race details and leave. The new version includes games, AI-written race summaries, behind-the-scenes exclusives, and personalization tailored to individual users.
Even basic details matter. Ferrari is Italian, and its fans are Italian. Yet the original app was not available in Italian until IBM came aboard.
IBM's VP of Sports and Entertainment Partnerships, Kameryn Stanhouse, told TechCrunch: "One of the best parts of sports is how much data is available and can be used to help people get comfortable with AI." Ferrari is showing how AI serves fans in real time.
Among F1's 11 teams, Ferrari is rare in running a standalone fan app strategy. Most rely on social media or the official F1 platforms. This move reflects the sport's push to capitalize on its expanding global audience.
Netflix's "Drive to Survive" turned F1 drivers into mainstream celebrities. Ferrari is betting that AI-powered personalization will convert casual viewers into dedicated fans.
