IBM has partnered with Scuderia Ferrari HP to overhaul the Ferrari fan app using AI-driven storytelling and personalization. The app now features AI-written race summaries, an AI companion for fan Q&A, games, predictions, and behind-the-scenes content. Ferrari hired a dedicated 'head of fan development' to guide the effort, which aims to keep fans engaged year-round rather than only during race weekends. Engagement has risen 62% over race weekends since the partnership began. The initiative also uses AI to analyze engagement signals and sentiment to shape future content, with a five-year vision of making every fan feel the experience was built specifically for them.
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