Fred Baker

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.

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.

Fred Baker, who leads sports and entertainment for IBM Consulting in EMEA, discusses how IBM is revolutionizing fan engagement with Scuderia Ferrari. He highlights the passionate 'Tifosi' fanbase and the role of AI in personalizing digital experiences. The conversation dives into nostalgic connections with the brand, innovative strategies to attract casual fans, and the impressive growth of the Ferrari app. Baker emphasizes building community through digital tools, making the most out of historical moments, and transforming the racing experience for fans worldwide.