IBM announced on May 1 that it has launched new artificial intelligence-powered features for the Scuderia Ferrari app as the Formula 1 season arrives in the United States for the Miami Grand Prix. The updates are designed to enhance engagement among Ferrari’s global fanbase, offering interactive experiences and personalized insights throughout race weekends.
The upgrades matter to fans who seek a more immersive connection with their favorite team and drivers. By integrating IBM’s watsonx technology, users can interact with an AI Companion that provides information about races, drivers, and team history through conversation-style prompts. The system delivers contextual responses based on current and historical data from Scuderia Ferrari HP.
A new Game Center feature allows fans to participate in live race predictors, quizzes, challenges tied to Grand Prix events, and social media competitions. Digital achievements and badges can be earned and shared across networks. The Race Center now offers detailed session timelines, improved real-time driver data, and curated insights as each event unfolds.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM said: “Fans today expect more than just access to information — they want to feel closer to the action, to the drivers, the teams, and to each other. By putting AI at the core of the Scuderia Ferrari HP app experience, we are transforming how millions of Tifosi engage with the sport. It is a powerful example of how technology can turn data into meaningful, memorable experiences at scale.”
Since its relaunch in May 2025 with watsonx AI integration at its core, IBM reports that cumulative downloads of the app have increased by 35%, average monthly active users by 36%, average race active users by 56%, views by 62%, and engaged sessions by 35% over the past year.
IBM said it will continue rolling out additional features for the Scuderia Ferrari HP app during this year’s Formula 1 season.
