Salesforce and Formula 1 have extended their multi-year partnership to launch an AI-powered fan companion agent improve customer engagement.
The agent, which will be launched on the official F1 website, utilizes Agentforce 360 technology to deliver continuous support and information to motorsport fans.
This agent launch aligns with the partnership’s wider goal of deepening fan interaction with F1 throughout the year, particularly as significant regulation changes take effect this season.
Emily Prazer, Chief Commercial Officer of Formula 1, explains that Salesforce’s technology will help strengthen and advance the sport’s overall fan experience.
“Our fans are the heart of everything we do, and as Formula 1 continues to grow globally, we are constantly looking for innovative ways to bring them closer to the sport 365 days a year,” she said.
“In Salesforce, we have found a perfect partner who shares our dedication in using world-class technology to connect fans and improve the way they consume the sport.
“The new fan agent will be a vital tool as we embark on the next chapter of Formula 1 with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”
The Engagement Challenge Facing Modern Formula 1
F1 has expanded its popularity rapidly in recent years, particularly amongst younger viewers.
Now with a global audience of 827 million, its continued success in viewership requires consistent digital engagement over targeted engagement during race weekends and events.
Furthermore, roughly 43% of its viewership is under 35, whose experience expectations are fast, digital, and interactive rather than traditional static content.
Without ongoing engagement, retaining younger fans can prove challenging, with attention likely shifting other sports or streaming entertainment targeted towards their demographic.
To improve sport marketing and fan engagement, organizations must support audience retention to drive revenue growth, strengthen commercial partnerships, and enhance long-term competitiveness in the global entertainment market.
Positioning Formula 1 as an AI Driven Sports Brand
Having renewed their commercial partnership to 2030, Salesforce and Formula 1 have collaborated to launch an AI-powered fan companion agent to improve physical and digital presence at race events.
The partnership also plans to reaffirm its commitment to its wider strategic goal of improving the fan experience globally.
This latest collaboration is created off a previous partnership in 2022 to input Agentforce 360 tools across F1’s customer service, marketing, and commercial functions.
Having now been launched on the official F1 website, this agent uses Agentforce 360 technology to unify human teams, AI agents, and fan data into a single system, allowing fans to experience 24/7 support and answers by retrieving accurate information from over 100 trusted F1 sources.
This tool can autonomously handle 80% of queries away from human agents and can cut chat handling by 30% for support tasks, allowing customer facing teams to continue enhancing the customer journey outside of interactions.
The fan companion agent can also adapt to fan interests, track trending topics, and help personalize outreach based on unified fan profiles, supporting marketing strategies and increasing interaction across digital platforms for personalized, data-driven experiences.
Patrick Stokes, CMO of Salesforce, highlights that the expanded partnership aims to position Formula 1 as a key player in AI-driven sport engagement.
“Formula 1 runs on precision and with Agentforce, we’ve already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans,” he said.
“This expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.”
Supporting Sustainability and Hybrid Innovation With Clear Communication
This agent has been deployed on F1’s website as the motorsport brand begins implementing changes to its rules and regulations.
Having made key changes to the 2026 rules, the global motorsport brand has made significant shifts toward sustainability and hybrid technology, likely affecting Formula 1’s future viewership.
This includes changes to the Drag Reduction System (DRS) by replacing it with new strategic tools such as Overtake Mode and Boost Mode, which give drivers controlled bursts of extra power during races, requiring even more careful energy use.
By adding greater technical complexity to the sport, the agent will likely receive more questions from fans about how these updated cars generate power, how energy is managed, and why performance may vary between teams.
Furthermore, the increase in sustainable fuel and hybrid emphasis may attract viewers with environmental and technology interests.
The agent aims to translate these technical details into clear explanations for all types of fans, helping to reduce confusion and maintain fan engagement throughout the season.
Haas F1 and the Rise of Conversational Engagement
Having built a fan engagement campaign for MoneyGram Haas F1 team, Infobip is a primary example of how introducing digital conversational messaging into sports fan experiences can increase interaction, loyalty, and measurable engagement.
Emily Flanigan, Head of Marketing in the Americas for Infobip, reveals the results of introducing enhanced fan engagement into the motorsport industry.
“We built a fan experience for the Haas F1 team, and it delivered continuous conversational experiences… it resulted in almost 500,000 interactions, the engagement rates 76%, and that only happens when fans want to be engaged.”
These conversational experiences were mainly targeted towards Formula 1’s younger demographic “We built that on WhatsApp and RCS, we launched an interactive quiz where the fans could compete against each other. They could ask questions, unlock exclusive content, [and] they received personalized follow-ups later.”
