Although sports results are not accompanying them at this start of the season, Ferrari team is still one of the most attractive in the great circus. The duo formed by Charles Leclerc and the brand new signing of Lewis Hamilton have returned part of the lost glory to one of the historical and most solera teams of this sport.
Recall that Enzo Ferrari founded the Alanchevilism team that bears his last name in 1929. A few years later, in 1947, it would start producing sports cars for road use. The rest, as they usually say, is history: Ferrari is the most laureate team of all time in Formula 1 and their street vehicles have become icons of luxury, speed and the most exclusive of passions by four wheels.
Ferrari is synonymous with that magnificence in Formula 1 and, from that worked image, attracts millions of followers worldwide. Fans that move to the different calendar circuits and also follow the team through digital channels. And that is where one of his last sponsors, IBM, who has redesigned and integrated artificial intelligence in the mobile application of the Italian team just before the Miami Grand Prix, this weekend.
The checkered flag, as explained Stefano Pallard, Head of Fan Development de Ferrari, It consists of bringing millions of team fans closer to more than ever, cars, pilots and big prizes.
“We had an application that we launched in 2023, but it was very editorial: There was no interaction, or customization, or too many incentives to join“, Pallard acknowledges. The redesign that opens now resolves many of those issues and adds a new race Centre“driven by artificial intelligence and fed with all the data from the races.”
The new F1 Ferrari equipment application, fueled by artificial intelligence.
The objective, in the words of the Ferrari Executive, It goes to offer “more content, enriched and interactive”, and also build “a safer and scalable architecture” that allows to grow in users and improve the navigation experience. The new application, more modern and connected to the pulse of Formula 1, also supposes “further targeting and amplification for team sponsors. “
“We wanted to build interest and increase the engagement before, during and after each prize“, adds Fred Baker, Sports & Entertainment Lead of IBM EMEA, in relation to the new functionality of Race Center, driven by Watsonx AI. This is nothing more than a visual way of showing advanced careers, historical data and other sources of information that allow democratizing a “Unique smart source of competition data for fans.”
It is not simple, not only because of the technical issues but to maintain intact Ferrari’s tone, respecting his unique identity even by incorporating new technologies and more interaction channels.
In the new app, for example, fans can now participate in surveys, enjoy short videos and other interactive formats, send messages directly to the team or relive some of the most emblematic victories of the team through the Race Centre.
first step in the AI race
A new app (or a redesign of it) lacks the necessary packaging to be considered as great news or a launch of a certain size. Why the interest that a server deposits in this matter lies in the enormous possibilities that open from now on.
“We want to be the first in the F1 to launch this type of experience. There will be new artificial intelligence functions, plus strategy than Gamification And immersive experiences, “Pallard progresses, at a press conference.
That in the technological aspect, because in the business there is more crumbs if possible: the Ferrari executive advances The launch of a payment subscription to this app before starting next seasonas well as the incorporation of a conversational chat that will allow users to ask about the history of the team, their pilots or the careers in natural language.
Stefano Pallard (Ferrari) and Fred Baker (IBM) in the presentation of the new APP of the F1 team.
All this without losing sight of one of the great challenges that Stefano Pallard points out: “Find the balance between expanding our fans base and offering something special, between inclusiveness and exclusivity. And also to keep fans hooked even in the weeks in which there are no careers, daily. “
If we also do it at a global scale, as your colleague Fred Baker adds subtly, the scope can be from Aúpa. Therefore, another of the next steps It will be “to incorporate more languages and translation capabilities”since for the moment the application is only available in English and Italian.
The new Race Center functionality created by Ferrari with IBM.
