IBM watsonx is turbocharging the Scuderia Ferrari app with AI-powered content and insights
The most passionate fans in the world
Meet the nearly 400 million Tifosi that stand behind Scuderia Ferrari HP
They can be found in nearly every country. They speak dozens of languages. Some carry decades of memories, passing their passion down from generation to generation. Others are new to the family, their faces painted red, eyes wide with wonder. They are a sea of red, visible and vocal at every turn, at every race. These are the Tifosi, the most passionate fan base in all of sports. To honor that devotion, IBM and Scuderia Ferrari HP joined forces to share their stories of community and connection in the Scuderia Ferrari app.
The formula for fan engagement
AI-powered insight, in the palm of your hand
Every Tifosi deserves a digital experience that lives up to the legendary style and quality of the Ferrari brand. That’s why the team at IBM Consulting delivered a mobile app with more opportunities to engage, more personalization, and more AI-powered features from IBM watsonx that deliver insights about the team, the races, and Tifosi themselves.
Data visualizations, historical context, and race summaries generated by AI
An always‑on digital guide using free-text input to help fans explore insights in the app
Concierge-style experience with live team radio and AI explanations and for on-site guests
Race predictor leagues, daily quizzes, digital badges and global leaderboards
Scuderia Ferrari HP is a smarter business
Engaging fans with more content and less work
IBM Consulting worked closely with the team from Scuderia Ferrari HP to redesign and redevelop their mobile app, streamlining the information architecture, improving the user interface, and infusing the experience with AI-generated content and insights. The improvements not only serve the fans, but also greatly enhance the productivity of the Scuderia Ferrari HP editorial team.
IBM Consulting helps Scuderia Ferrari HP unlock the full potential of AI, engaging fans and increasing their team’s productivity.
Scuderia Ferrari HP uses a hybrid cloud infrastructure with data and services spread across IBM and AWS clouds.
Scuderia Ferrari HP uses IBM watsonx.data to manage and curate a huge volume and variety of data, preparing it for processing by powerful AI models.
The team uses IBM Bob™, an AI coding agent to increase the efficiency and accuracy of its coding, accelerating the development of the Scuderia Ferrari HP app.
Beyond Scuderia Ferrari
The same technology and expertise that IBM is using to build the Scuderia Ferrari HP app is transforming digital operations for thousands of IBM clients around the world.
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