IBM and Ferrari have announced a partnership aimed at significantly enhancing fan engagement through the Scuderia Ferrari app. Utilizing AI-powered capabilities, the updated app will feature interactive elements such as quizzes, race predictors, and an advanced AI Companion, designed to enrich the fan experience throughout the 2026 Formula 1 season.
At the core of the new features is the enhanced AI Companion, built using IBM watsonx. This tool provides fans with race-week insights related to Scuderia Ferrari’s rich history in a more personalized manner. Users can engage with conversation-style prompts, asking questions like, “How does the SF-26 differ from previous Ferrari and/or Formula 1 cars?” The AI Companion utilizes Watsonx Orchestrate technology to deliver contextual responses based on both current and historical data, creating a more engaging interaction for users.
The introduction of a unified Game Center marks another significant enhancement, enabling fans to participate in race predictors, quizzes, and challenges aligned with live Grand Prix moments. This feature includes global leaderboards and digital achievements, allowing users to compete in a social media-driven environment. According to IBM, the Game Center transforms each race weekend into a shared, playful experience that enhances community engagement among fans.
Complementing this is a new always-on Countdown Quiz, which tests user knowledge against a 60-second time limit. The app’s Profile section now includes an Achievements tab, where fans can unlock digital badges through their participation, further incentivizing engagement.
Throughout race weekends, the upgraded Race Center experience offers detailed session timelines that evolve in real-time as events unfold on the track, along with improved driver data and curated insights covering Scuderia Ferrari’s performance from practice through to race day.
IBM plans to roll out additional features on the Scuderia Ferrari HP app across the 2026 season, as the technology giant aims to keep pace with evolving fan expectations. “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,” said Jonathan Adashek, senior vice president of marketing and communications at IBM. He emphasized that integrating AI into the app experience transforms how millions of Tifosi engage with the sport, showcasing the potential of technology to convert data into meaningful experiences.
This collaboration between IBM and Ferrari not only underscores the increasing role of advanced technology in sports but also highlights the ongoing efforts to redefine fan interaction in an era where digital experiences are integral to sporting events. As the 2026 season approaches, the enhanced Scuderia Ferrari app could set a new standard for engagement in the world of Formula 1.
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