• by Laurie Sullivan  @lauriesullivan, 11 hours ago

Scuderia Ferrari HP redesigned its mobile app to bring nearly 400 million global fans closer to its cars, drivers and races. The app was created with support from IBM watsonx, an AI and data platform.

“My challenge is to take advantage of all the data coming from the track, the car, the weather conditions, and then to create compelling stories for our fans,” said Stefano Pallard, head of fan development at Ferrari.

The app, which became available in English and Italian on Thursday, creates a digital destination for fans worldwide. It delivers an immersive experience through content and data. IBM used all aspects around a race to train the AI model including results, interviews and recaps, as well as data from the car.

The model collects 10 telemetry data points off the car every second, as well as performance and conditions around the race.

Watsonx also supports the governance within the app and generates a summary to ensure that the brand does not compromise the drivers or brand.

Most is telemetry data or Ferrari-owned data sent to the engineering team, but it is often combined with data from the FIA. Then it is trained on the “language” that Scuderia Ferrari uses to talk about Formula 1 races like complex terminology and slang.

The data also gives fans the ability to visualize data through charts and graphs.

Fans can interact with and see post-race driver and car data such as telemetry, weather, track conditions, session results, and car and tire strategies.

Sports analytics have become important to fans. Historical driver and team data enables fans to compare key 2025 race moments and milestones on cars, drivers, and track moments. There is a place in the app for fans to write to Ferrari and drivers to share their experiences.

Some of the long-term projects on the company’s roadmap include 3-D immersive experiences, and a conversational chatbot. A membership program before the next session also is in development.