Marketing Personalization · Real-time Analytics
Scuderia Ferrari HP needed to turn its mobile app into a richer digital bridge for hundreds of millions of global fans by adding real-time race engagement, AI-powered content, personalization, and a scalable backend that could support both fan growth and editorial operations.
Reported impact
Since the relaunch, Ferrari has materially increased fan engagement across daily and race-day usage while giving editorial and operations teams AI-driven tools to create content faster, personalize experiences, and run a more observable, scalable digital platform.
IBM Consulting worked with Scuderia Ferrari HP to redesign and rebuild the team’s mobile app around fan personas, race-weekend journeys, and a hybrid cloud backend that could serve both lifelong enthusiasts and new followers. The resulting platform blends IBM watsonx.ai for AI-generated race summaries, historical insights, and newer free-text fan interactions with a Race Centre experience that surfaces telemetry, strategy insights, and live analysis. IBM watsonx.data unifies data across Ferrari’s racing, retail, and brand ecosystems so the app can personalize content, support commerce, and power future-ready engagement features. Underneath, IBM Cloud, AWS, and Red Hat OpenShift provide the scalable hybrid infrastructure for the app, while IBM Instana adds observability and automated IT operations. IBM also used AI-assisted development and design thinking to speed delivery, making the app a long-term digital hub rather than a one-off refresh.
Fan interactions in the Scuderia Ferrari HP app feed live race, brand, and retail experiences through a hybrid IBM Cloud/AWS/OpenShift backend; watsonx.data unifies those data domains, watsonx.ai generates summaries and insights, and the resulting content powers personalization, Race Centre features, commerce, and community storytelling while Instana monitors platform health.
“IBM watsonx.ai powers AI-generated race summaries while the interactive Race Centre delivers telemetry, strategy insights and race analysis.”
“IBM watsonx.data unifies information across Ferrari’s racing, retail and brand ecosystems.”
“Since the app launched in May 2025, the team has seen measurable improvements ... including a reported 35% increase in cumulative downloads and a 62% increase in page views.”
“There are 396 million Scuderia Ferrari HP fans around the world.”
“Under the hood, IBM created a scalable hybrid cloud architecture integrating IBM Cloud, AWS and Red Hat OpenShift.”
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