IBM is demonstrating how artificial intelligence (AI) can transform sports fan engagement while showcasing innovations that businesses across industries can leverage. Following successful collaborations with major events such as the Masters Tournament and Wimbledon, the technology company is expanding its partnership with Scuderia Ferrari HP to deliver a new generation of digital experiences for Formula 1 fans.
The announcement came during the 2026 Formula 1 Canadian Grand Prix in Montreal, where IBM unveiled a suite of AI-powered enhancements for the official Ferrari mobile app. The new features are designed to bring the team’s nearly 400 million global fans, known as Tifosi, closer to the drivers, cars, and racing action throughout the season.
At the heart of the experience is the new AI Companion, built with IBM WatsonX. The digital assistant enables fans to ask questions about the team, drivers, race weekends, and Ferrari’s history. By combining real-time information with historical data, the platform delivers personalized and context-aware responses.
Game Centre
IBM has also introduced a redesigned Game Centre, featuring race predictions, quizzes, challenges, global leaderboards, and digital achievements. Fans can unlock badges, compete with fellow supporters worldwide, and share accomplishments across social media, creating a more immersive and interactive Formula 1 experience.
Additionally, the enhanced Race Centre provides deeper race session timelines, improved real-time driver data, and curated insights that follow Scuderia Ferrari HP from practice sessions through race day.
According to IBM, the same technologies powering fan engagement experiences in sports are being used to solve business challenges across industries worldwide. The company sees these partnerships as a testing ground for innovations that can later be applied to enterprise clients.
IBM confirmed that additional features and enhancements will continue to roll out within the Scuderia Ferrari HP app throughout the 2026 Formula 1 season.
AI-generated image (ChatGPT)
