内容来源：https://techcrunch.com/2026/05/23/ferrari-is-using-ai-to-create-f1-superfans/

内容总结：

IBM牵手法拉利F1车队：用AI重塑赛车粉丝体验，打造全年无休的狂热社群

两年前，IBM在审视其体育合作伙伴名单时，发现了一个明显的缺憾——世界一级方程式锦标赛（F1）。如今，这家科技巨头已正式与F1历史上最成功的车队——法拉利HP车队达成战略合作，核心目标是通过人工智能技术，彻底革新粉丝互动体验。

F1已成长为全球最火爆的运动之一，尤其在美国，Netflix纪录片《极速求生》将车手的工作生活搬上荧幕，使其成为主流明星。这项以科技为核心的运动，也吸引了AWS、甲骨文、Anthropic等科技公司争相合作，它们不仅为车队提供技术赞助，更通过数据分析与AI工具帮助车队获得竞争优势。IBM此番入局，正是看中了F1的科技属性与庞大的全球粉丝基础。

IBM体育与娱乐合作副总裁卡梅莉·斯坦豪斯在接受采访时表示：“法拉利是F1历史上获胜次数最多的车队。”但她强调，合作的核心并非仅仅是品牌曝光，而是“用数据讲故事”。在每场比赛中，车队每秒处理数百万个数据点，记录车手和赛车的每一个动作。IBM的AI技术能够将这些复杂数据转化为通俗易懂、引人入胜的内容，让普通车迷也能感受到赛车的魅力。

法拉利为此新设了“粉丝发展主管”一职，由斯特凡诺·帕拉德担任。他坦言，挑战不仅仅在于触达粉丝，“更要让每一位粉丝感觉到，我们认识他们。”为此，IBM与法拉利对官方粉丝App进行了全面升级：新增意大利语版本（此前竟没有）、引入AI实时撰写比赛摘要、内置粉丝互动游戏、预测功能以及AI问答助手。斯坦豪斯举例：“大家都知道法拉利有两名车手，但你知道换一个轮胎需要24人同时协作、在两秒内完成吗？”这类幕后故事正是吸引粉丝的关键。

数据显示，自IBM介入后，法拉利App在比赛周末的用户活跃度提升了62%。帕拉德透露，团队通过AI分析粉丝在App中的阅读偏好、信息情感等信号，“这帮助我们了解什么最能打动‘Tifosi’（法拉利车队粉丝昵称），并直接指导我们如何设计和推送内容。”

值得注意的是，法拉利是F1 11支车队中少数拥有独立粉丝App战略的车队（其他包括迈凯伦和威廉姆斯），而非仅依赖社交媒体或官方平台。这表明F1正开始从日益增长的全球粉丝群中深度挖掘商业价值。

F1的数据显示，75%的新粉丝是女性，其中大量为Z世代年轻人。针对这一变化，法拉利App开发者也充分考虑了粉丝构成的多元化趋势，例如增加F1学院（全女性赛车系列赛）相关内容。帕拉德展望未来：“粉丝们要求更多数据、更多见解、更多功能。与IBM合作，我们未来五年的愿景是——让每一位粉丝，无论追随我们30年还是30天，都感觉这个体验是为他们量身定制的。这才是建立长久忠诚度的关键。”

中文翻译：

两年前，IBM发现其体育合作伙伴名单上存在一个明显空白：一级方程式赛车。
F1已成为全球最受欢迎的运动之一，尤其在美国，Netflix的纪录片《极速求生》记录了F1车手的工作日常，将他们塑造成主流明星。这项以科技为核心的运动也吸引了AWS、甲骨文和Anthropic等科技公司争相合作，它们通过与车队建立赞助关系提升曝光度，并提供数据分析与AI工具帮助车队获得竞争优势。
因此，当IBM寻找下一个重大体育合作伙伴时，选择F1及其最具标志性的车队之一——法拉利HP车队——也就不足为奇了。
“他们是历史上获胜最多的车队。”IBM体育与娱乐合作副总裁卡梅伦·斯坦豪斯告诉TechCrunch。
然而，这次合作的核心，与其他车队开始与科技巨头联手的原因相同：获取更先进的科技解决方案，尤其是人工智能技术，以最大化利用数据。斯坦豪斯表示，体育领域最大的优势之一，就是海量数据可供使用，并能帮助人们逐渐熟悉AI。
“人们能直观看到AI如何服务自己。”她谈到AI在体育叙事中的应用时说道。
IBM与法拉利的合作正是围绕“叙事”这一理念展开：通过全面升级驱动法拉利粉丝应用的技术，提升粉丝互动体验。为此，法拉利任命斯特凡诺·帕拉德担任新增的“粉丝发展主管”一职。他表示，团队希望解决的挑战不仅是触达粉丝，更是“让每一位粉丝都感受到我们了解他们。”
“这意味着要从赛道数据入手，将其转化为易于理解且引人入胜的内容。”他告诉TechCrunch。
每场比赛中，车队每秒处理数百万个数据点，捕捉车手和赛车的每个动态。将这些数据转化为粉丝能参与互动的內容，正是先进企业AI帮助企业更好与消费者互动的案例之一。
在11支车队中，法拉利是少数（与迈凯伦、威廉姆斯等车队类似）拥有独立粉丝应用策略的车队之一，而非单纯依赖社交媒体或F1官方平台。这表明这项运动正逐步利用其日益增长的全球粉丝群体变现。
法拉利应用的部分更新很简单，比如增加意大利语选项。尽管法拉利是意大利公司且多数粉丝是意大利人，但在与IBM合作前，其粉丝应用一直不支持意大利语。
斯坦豪斯表示，旧版法拉利粉丝应用只是用户查看赛事详情后便离开的场所。新版应用则包含多人在线游戏、AI生成的赛事摘要、更多车队与车手幕后故事、预测功能以及供粉丝提问的AI助手。
“大家都知道两位车手，但你可知道换一次轮胎需要24人两秒内协同完成？”斯坦豪斯补充道，这类叙事能让粉丝感觉与车队更亲近。
与IBM打造的其他体育应用不同，斯坦豪斯指出，法拉利应用的核心是“叙事”——它希望粉丝全年保持参与热情，而非像高尔夫大师赛那样集中在每年几周。自IBM介入后，该应用的互动数据持续攀升，她举例称，比赛周末的互动量增长了62%。
帕拉德表示，团队利用AI分析应用内的互动信号，例如用户偏好阅读的内容类型以及粉丝留言的情感倾向。
“这帮助我们了解什么最能引起‘Tifosi’（法拉利粉丝昵称）的共鸣，并直接指导我们如何调整叙事方式和内容分发。”他说。
车队希望进一步深化个性化服务，打造更具沉浸感的粉丝体验。
应用开发者还考虑到法拉利粉丝群体的变化——如今比五年前更加多元化。F1去年发布的数据显示，75%的新粉丝是女性，其中许多属于Z世代。全女子赛车系列赛F1 Academy成为吸引女性的重要亮点，该赛事旨在培养下一代女车手。但这些新粉丝与老粉丝一样，追求的是“更多”。
“他们要求更多数据、更多洞察、更多功能，我们必须能够满足这些需求。”帕拉德说，“与IBM合作，未来五年的愿景是让每位粉丝——无论他们已支持我们30年还是30天——都感觉这款体验是为自己量身打造的。这才是建立持久忠诚度的方法。”

英文来源：

Two years ago, IBM realized there was one glaring omission in its roster of sports partnerships: Formula One.
Formula One has become one of the world’s most popular sports, especially in the U.S., where Netflix’s “Drive to Survive” documented the working lives of F1 drivers and turned them into mainstream celebrities. The tech-centric sport has also become a hot ticket for tech companies like AWS, Oracle, and Anthropic, which partner with teams for sponsorship visibility and to provide data analytics and AI tools that can deliver a competitive edge.
So when IBM went looking for its next major sports partnership, it’s no wonder the company picked F1 and one of its most iconic teams, Scuderia Ferrari HP.
“They’re the winningest team in history,” Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, told TechCrunch.
At the heart of this partnership, however, is what has led other teams to start working with tech giants: access to more sophisticated tech solutions that can help them make the most of, especially, artificial intelligence. In fact, one of the best parts of sports, Stanhouse said, is how much data is available and can be used to help people get comfortable with AI.
“They actually see how it serves them,” she said of how AI is used in sports storytelling.
The IBM-Ferrari partnership centers on that idea of storytelling, enhancing fan engagement by overhauling the technology powering the Ferrari fan app. To help with this, Ferrari hired Stefano Pallard in the newly titled role “head of fan development,” who said the challenge the team wanted to tackle was not just reaching fans, but “making each of them feel like we know them.”
“That starts with taking the data we get from the track and turning it into content that is easy to follow and engaging,” he told TechCrunch.
Teams process millions of data points per second during each race, capturing every movement of the driver and the car. Turning this into content that fans can engage with is just one way that advanced enterprise AI can help businesses better interact with their consumers.
Among the 11 teams, Ferrari is one of the few (alongside the likes of McLaren and Williams) to have a standalone fan app strategy rather than lean on social media or the official F1 platforms instead, showing how the sport is slowly starting to capitalize on its growing global fandom.
Some of the changes to the Ferrari app were simple, like offering it in Italian. Even though Ferrari is an Italian company and many of its fans are Italian, their fan app was not available in Italian until the IBM partnership.
Stanhouse said the old Ferrari fan app was a place where people went to find race details and then leave. This new app has games where fans can play with others in the app, new AI-written race summaries, more behind-the-scenes stories about the team and the drivers, a place to make predictions, and an AI companion for fans to ask questions.
“There are two drivers, but did you know it takes 24 people working simultaneously in two seconds to change a tire?” Stanhouse said, adding that storytelling helps fans feel closer to the team.
Unlike other sports apps IBM has built, Stanhouse said the Ferrari app’s main focus is storytelling because it wants fans to stay engaged with it all year long, rather than for a few weeks a year, as with tournaments like the Masters. Engagement data for the app has been trending upward since IBM came into the scene, Stanhouse said, citing a 62% increase in engagement over race weekends as an example.
Pallard said the team then uses AI to analyze engagement signals in the app, such as which content people like to read and the sentiment of the messages fans send.
“That helps us understand what resonates most with the Tifosi [the fan nickname for Ferrari] and it directly informs how we shape our storytelling and how we deliver content,” he said.
The team hopes to dive deeper into personalization and create more immersive fan experiences.
The app developers also took into account Ferrari’s fanbase, which is much more diverse than it was even five years ago. F1 released stats last year showing that 75% of new fans were women, many of whom were Gen Z. A particular draw for women is the F1 Academy, an all-female racing series that aims to develop the next generation of women drivers. But these new fans, much like the old, are after one thing — more.
“They are asking for more data, more insight, more features, and we have to be able to deliver that,” Pallard said. “With IBM, the vision for the next five years is to make every fan feel like the experience was built for them, whether they have been with us for 30 years or 30 days. That is how you build loyalty that lasts.”