What's Your Problem? Ferrari Fandom, Supercharged by AI from Smart Talks with IBM
Sep 9, 2025
Fred Baker, who leads sports and entertainment for IBM Consulting across EMEA, discusses the revolutionary collaboration between IBM and Scuderia Ferrari. They explore how AI is transforming fan engagement, creating personalized experiences for nearly 400 million fans. Baker reflects on nostalgic moments shaping Ferrari loyalty and the integration of innovative apps that foster community among car enthusiasts. He highlights the growth of fan-focused technology, showcasing how data can deepen emotional connections and revolutionize how fans interact with their passion.
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Massive Fan Base, Different Challenge
- Ferrari's fan base totals 396 million people, so the priority is deepening connections rather than growing numbers.
- IBM's role is to turn that information problem into personalized fan experiences using data and AI.
Wimbledon Bunker Demo
- IBM showed Ferrari its Wimbledon 'bunker' operation to demonstrate real-time data capture and broadcaster support.
- The bunker processes live match data and surfaces insights for broadcasters during the tournament.
Train AI On Domain Language
- IBM trained AI on the specific language and idiosyncrasies of Wimbledon tennis to generate relevant broadcaster talking points.
- Domain-specific language models can extract moments, rationalize results, and propose fan-facing predictions.