Ferrari is using IBM’s AI to create F1 superfans
Key takeaways
- Two years ago, IBM realized there was one glaring omission in its roster of sports partnerships: Formula One.
- Formula One has become one of the world’s most popular sports, especially in the U.S., where Netflix’s “Drive to Survive” documented the working lives of F1 drivers and turned them into mainstream celebrities.
- So when IBM went looking for its next major sports partnership, it s no wonder the company picked F1 and one of its most iconic teams, Scuderia Ferrari HP.
Why this matters: a development in AI with implications for how people work, create, and decide.
Two years ago, IBM realized there was one glaring omission in its roster of sports partnerships: Formula One.
Formula One has become one of the world’s most popular sports, especially in the U.S., where Netflix’s “Drive to Survive” documented the working lives of F1 drivers and turned them into mainstream celebrities. The tech-centric sport has also become a hot ticket for tech companies like AWS, Oracle, and Anthropic, which partner with teams for sponsorship visibility and to provide data analytics and AI tools that can deliver a competitive edge.
So when IBM went looking for its next major sports partnership, it s no wonder the company picked F1 and one of its most iconic teams, Scuderia Ferrari HP.