TechStuff Ferrari Fandom, Supercharged by AI
Sep 9, 2025
Fred Baker, who leads sports and entertainment for IBM Consulting across diverse regions, discusses the transformative role of AI in enhancing fan engagement with Scuderia Ferrari. He reveals how IBM is leveraging data to deepen connections with nearly 400 million fans globally. Baker highlights the evolution of Ferrari's fan app into an interactive community hub, and shares insights on customizing fan experiences using AI, including simulating historical racing scenarios. It's a thrilling intersection of technology and passion that redefines fandom.
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Deepening Connection Over Growing Fans
- Ferrari's priority is deepening emotional connection, not growing fan numbers further.
- IBM frames that as an information problem: better data drives deeper engagement.
Touring The Wimbledon Bunker
- Fred Baker took Ferrari to IBM's Wimbledon 'bunker' to show data operations in action.
- The bunker demonstrates live data capture, categorization, and delivery for broadcasters and apps.
AI Learns The Sport's Language
- IBM trains AI on sport-specific language to surface relevant storylines for broadcasters.
- The model analyzes match events, past performance, conditions, and predicts fan-interest moments.