Fred Baker

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.

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 leads sports and entertainment for IBM Consulting across EMEA and is at the forefront of transforming fan engagement. He discusses how IBM and Scuderia Ferrari are utilizing AI to enhance the experiences of nearly 400 million fans. The conversation covers the evolution of fandom from the 1970s to today, highlighting technology’s role in fostering connections. Baker also dives into how IBM’s innovations have redefined engagement strategies and created an interactive community for Ferrari enthusiasts, blending nostalgia with cutting-edge technology.