Latest news with #JonathanAdashek
Axios
3 days ago
- Automotive
- Axios
IBM puts AI in the driver's seat with Scuderia Ferrari
In racing, every millisecond counts. Cars reach top speeds of over 210 mph, generating over 1 million data points per second. It's not just about speed — it's about precision, timing and insight. But until now, fans could only grasp a fraction of the complexity. That's changed with the Scuderia Ferrari app, reimagined in partnership with IBM and powered by IBM watsonx. The result is a new kind of experience — not just a second screen, but an AI-powered platform that's redefining fan engagement and showcasing enterprise AI in a new context. The challenge: Scuderia Ferrari wanted a digital experience that engaged fans and lived up to the legendary Ferrari brand — and saw an opportunity to elevate its existing platform. "The value proposition we were delivering was just content," said Stefano Pallard, Scuderia Ferrari HP's head of fan development. "And my challenge was turning an editorial product into an interactive and much more personalized product." With a global fan base of nearly 400 million, Scuderia Ferrari HP needed a platform that could engage at scale and evolve with the sport. Enter IBM. The solution: The new Scuderia Ferrari app debuted in early May, ahead of the race in Miami. It looks sleek and modern — but the real story is under the hood. With help from IBM Consulting, Scuderia Ferrari HP redesigned the experience. The architecture was streamlined. The user interface was simplified. And most importantly, AI was embedded using watsonx, IBM's enterprise-grade AI and data platform. "The data is worthless if you don't use it," said Jonathan Adashek, IBM's SVP of Marketing and Communications. "AI's the way to do that." How it works: The app brings fans into the heart of the race with: AI-generated summaries of each race. Visualized telemetry from Scuderia Ferrari HP's own performance data. Historical insights that put the action into context. Interactive features like fan polls. Full Italian-language content and support for the first time. That last point wasn't just a detail for Ferrari — it was part of the brand's commitment to better engage with its global fan base. "We wanted to deliver that strong connection with fans all over the world," said Pallard. The strategy: Behind the scenes, a hybrid cloud infrastructure powers the entire experience. And watsonx drives the production of everything from code to content. manages AI models that generate race summaries and fan-facing content. prepares and curates Scuderia Ferrari's massive datasets — from car telemetry to historical information. watsonx Code Assistant™ increases the speed and accuracy of the team's software development. It's a full-stack application of IBM's hybrid cloud and AI tools — a practical case study for what AI can do when tightly integrated into operations, product and user experience. The impact: The app isn't just for fans. It's also helping Scuderia Ferrari HP's content team do more with less. "IBM AI is helping us deliver more content and more value, faster to our fans," said Pallard. This kind of internal efficiency is key for modern brands operating at global scale. Scuderia Ferrari HP now has a tool that can automate workflows, scale content creation, and still maintain brand fidelity in everything it publishes. What this means:"When we partner with somebody like Scuderia Ferrari HP, we're using their data to create this model so it responds like Scuderia Ferrari HP," said Adashek. "That allows us to show our clients and prospective clients how they could do that same thing." The opportunity: IBM's own research shows that less than 1% of enterprise data is currently used in AI models. That means 99% of what companies know sits idle. With the Scuderia Ferrari app, IBM created an example others can follow — one that shows how proprietary, private data can be effectively deployed using hybrid cloud infrastructure and a purpose-built AI stack. What's next: As the 2025 season unfolds, Scuderia Ferrari HP and IBM plan to introduce even more features, including: The takeaway: For tech leaders, this isn't just a fun use case. It's a blueprint. The AI-powered Scuderia Ferrari app shows how enterprise data can be activated, refined and delivered through user experiences that are immediate, scalable and high-value — all while reducing internal workload. That's the future of digital products — and the future of AI. Experience it for yourself.
Arab News
05-05-2025
- Automotive
- Arab News
IBM and Scuderia Ferrari HP debut reimagined app
IBM and Scuderia Ferrari HP have introduced a newly reimagined mobile app experience designed to bring the passionate global fanbase of nearly 400 million Tifosi closer than ever to cars, drivers and races they love. Now available in English and — for the first time — Italian, the app includes an all-new Race Center and Racing Insights built with IBM watsonx, delivering a more immersive experience. These AI-powered features bring fans even closer to all the Scuderia Ferrari HP action from race weekend and include: • AI-generated race summaries: Post-race recaps of the Scuderia Ferrari HP team's performance that are available within hours of a race's conclusion. Using LLMs on watsonx, the team's complex race data is transformed into compelling narratives that include reflections from the Scuderia Ferrari HP drivers and team principal. • Post-race insights and data visualizations: dynamic visuals, created from technologies on watsonx, which allow fans to interact with and see post-race driver and car data including telemetry, weather, track conditions, session results, and car and tire strategies. • Historical driver and team insights: analysis that provides fans with comparisons of key 2025 race moments to past Scuderia Ferrari HP race milestones including car, driver and track moments. These insights are generated by LLMs on watsonx, including IBM Granite, and are embedded within the AI-generated race summaries and other Scuderia Ferrari HP content. Alongside Race Center, IBM and Scuderia Ferrari have launched new app features designed to deliver personalized and interactive fan experiences year-round. These include: • Fan messages: allows fans to send messages directly to the Scuderia Ferrari HP team for the chance to be featured in key team communications including social media posts, team blogs, and more. • Interactive fan polls: daily polls that offer fan voting on a range of Scuderia Ferrari HP topics including qualifying, race performances, and historical and favorite team moments. • Iconic races: race summaries highlighting some of Ferrari's most famous wins throughout the decades. IBM and Scuderia Ferrari will continue rolling out new app features throughout 2025 to make the racing season even more exciting. By combining data and AI technologies with the team's vast amounts of current and historical data, IBM and Scuderia Ferrari are working to reimagine the digital fan experience in ways that deepen the connection between Tifosi, F1 fans, and the world's most renowned F1 racing team. 'IBM and Ferrari are bound by a shared commitment to progress, innovation and excellence,' said Jonathan Adashek, senior vice president of marketing and communications at IBM. 'With AI, we're creating a new blueprint for digital fan engagement that brings fans even closer to Scuderia Ferrari whether it's race weekend or not. The app is built with the same data and analytics technologies used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions.' 'This app is about bringing all our fans closer to the heart of the racing world of Ferrari,' said Lorenzo Giorgetti, chief racing revenue officer. 'With IBM's cutting-edge AI technology and our shared commitment to innovation and excellence, we are creating a digital experience worthy of the Ferrari name.'
TECHx
01-05-2025
- Automotive
- TECHx
New App Boosts Scuderia Ferrari HP Fan Experience with IBM
Home » Tech Value Chain » Global Brands » New App Boosts Scuderia Ferrari HP Fan Experience with IBM Scuderia Ferrari HP and IBM (NYSE: IBM) have launched a redesigned mobile app aimed at bringing fans closer to the team, drivers, and race action. With nearly 400 million fans globally, the new experience is built to deliver faster, smarter, and more engaging content. The app is now available in English and, for the first time, Italian. It includes advanced AI-powered features developed using IBM watsonx. These features give users real-time access to data, stories, and insights from each race. One major highlight is the Race Centre with Racing Insights. These tools use large language models (LLMs) on watsonx to turn raw data into engaging content. Features include: AI-generated race summaries within hours of race completion. These recaps transform complex team data into readable stories with insights from drivers and team principal. within hours of race completion. These recaps transform complex team data into readable stories with insights from drivers and team principal. Post-race data visualizations that display telemetry, weather conditions, session results, and tire strategies in a dynamic and interactive format. that display telemetry, weather conditions, session results, and tire strategies in a dynamic and interactive format. Historical insights that compare key 2025 moments with iconic past races, using LLMs like IBM Granite. The app also introduces interactive features to keep fans engaged year-round: Fan messages : Supporters can send messages directly to the Scuderia Ferrari HP team. Some will be featured on social media, blogs, and more. : Supporters can send messages directly to the Scuderia Ferrari HP team. Some will be featured on social media, blogs, and more. Daily fan polls : Fans can vote on topics like qualifying outcomes, favorite races, and team moments. : Fans can vote on topics like qualifying outcomes, favorite races, and team moments. Iconic race content: Summaries that highlight Ferrari's legendary wins across decades. IBM and Ferrari confirmed more features will roll out during the 2025 season. The goal is to blend historical and real-time data to offer fans a connected and immersive digital experience. IBM's Senior Vice President of Marketing and Communications, Jonathan Adashek, stated, 'With AI, we're creating a new blueprint for digital fan engagement. The app uses the same IBM technologies that help businesses improve customer experience, boost productivity, and make smarter decisions.' Lorenzo Giorgetti, Ferrari's Chief Racing Revenue Officer, added, 'This app brings our fans closer to the racing world of Ferrari. With IBM's AI tools, we're creating a digital experience worthy of the Ferrari name. It's just the beginning.' The Scuderia Ferrari HP mobile app is now available for download on iOS and Android via the Apple App Store and Google Play Store. To learn more about the collaboration, visit
Time of India
01-05-2025
- Automotive
- Time of India
IBM and Scuderia Ferrari launch AI-powered mobile app for F1 fans
Available on Apple App Store and Google Play Store, the app combines data and AI technologies with Scuderia Ferrari 's historical data to reimagine the digital fan experience. The new Scuderia Ferrari HP mobile app aims to connect the team's global fanbase of nearly 400 million Tifosi more closely with the cars, drivers, and races they follow. Key highlights -IBM watsonx powers all-new Race Centre and Racing Insights -AI-driven tools designed to provide fans with a more immersive experience during race weekends. -AI-generated race summaries, providing post-race recaps of the Scuderia Ferrari HP team's performance within hours of a race's conclusion. -Large language models (LLMs) on watsonx transform complex race data into narratives that include reflections from the Scuderia Ferrari HP drivers and team principal. ' IBM and Ferrari are bound by a shared commitment to progress, innovation and excellence," said Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM. "With AI, we're creating a new blueprint for digital fan engagement that brings fans even closer to Scuderia Ferrari whether it's race weekend or not. The app is built with the same data and analytics technologies used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions.' A more personalised application Beyond the Race Centre, IBM and Scuderia Ferrari have introduced new app features designed to deliver personalised and interactive fan experiences year-round. 'This app is about bringing all our fans closer to the heart of the racing world of Ferrari," said Lorenzo Giorgetti, Chief Racing Revenue Officer, Ferrari. "With IBM's cutting-edge AI technology and our shared commitment to innovation and excellence, we are creating a digital experience worthy of the Ferrari name. The project has just been launched and will become more and more comprehensive in the next few months, maximising the potential of the tools that IBM is putting at our disposal. I can't wait to see the fans interacting with this new app, entering a new dimension of the Ferrari experience.'
Yahoo
04-04-2025
- Business
- Yahoo
IBM Tees Up watsonx AI-powered Digital Fan Features for the 2025 Masters Tournament
Enhanced Hole Insights offers more detailed analysis around historic, in-Tournament and projected play for every hole on course AI Narration in English and Spanish returns, along with revamped Masters Tournament app on Apple Vision Pro ARMONK, N.Y., April 4, 2025 /PRNewswire/ -- IBM (NYSE: IBM) and the Masters Tournament today announced a series of digital fan features returning to the award-winning Masters app and ahead of this year's Tournament. The watsonx AI-powered capabilities – the latest in a 30-year collaboration between IBM and the Masters – aim to deliver a more personalized and engaging experience for millions of new and existing golf fans around the world following all the action at the Masters Tournament. More strategic shot analysis with Hole Insights 2.0IBM Hole Insights is returning for its second year as part of the Track Shots experience on and the Masters app. The AI driven Insights 2.0 leverages watsonx technologies including the Granite LLM to offer data-driven insights around every shot taken on every hole at Augusta National. This includes: Data-driven recaps of how each hole has played daily and throughout the 2025 Tournament (e.g., "No. 14 has played difficult today, with 25% of scores resulting in bogies."). Projections of how each hole might play, based on past and current performance data (e.g., "No. 9 is projected to be the third most difficult hole today."). Historical insights into how each hole has played, based on nine years of Tournament data – including more than 180,000 shots – and ball position on course (e.g., "Shots historically hit in this location have an 82% chance of resulting in a birdie."). This year, the solution has been built to provide enhanced, more powerful insights. To enhance the quality of the insights, IBM Consulting fine-tuned Granite and other LLMs on a wealth of sources including historic shot locations, insights from golf experts including past Masters Tournament caddies, and Tournament data spanning nine years and more than 180,000 shots. Revamped Masters app on Apple Vision ProIBM and the Masters are once again giving fans an immersive view of the action with the Masters app on Apple Vision Pro. This year's updated app offers fans clearer 3D visuals of Augusta National and new features such as Video on Demand. Fans will also experience returning features such as Hole Insights 2.0 and AI Narration. With the Masters app on Apple Vision Pro, fans can look through different 3D views of each hole, explore the dramatic elevation changes throughout the course, and even watch multiple Tournament live streams simultaneously. "For more than 30 years, IBM and Augusta National have worked side-by-side to co-create unique digital experiences that bring the beauty, tradition, and excitement of the Masters to millions of golf fans worldwide," said Jonathan Adashek, Senior Vice President of Marketing and Communications. "This powerful combination of people and technology, including watsonx AI models and agents, is a live case study for businesses across all industries on how they too can unlock the potential of their data to deliver actionable business insights and exceptional customer experiences." The Masters and IBM have partnered for nearly 30 years to transform Masters data into world-class digital experiences for golf fans. This includes launching in 1996, AI Highlights, Round in Three Minutes, My Group, Player Insights, AI Narration, Hole Insights, and the Masters app on Apple Vision Pro. IBM's partnerships with the Masters and other iconic sporting organizations, including Scuderia Ferrari HP, Wimbledon, the US Open, ESPN Fantasy Football, and UFC, are powered by the same AI and hybrid cloud solutions used by IBM clients across industries to make more informed, data-driven business decisions. The 89th Masters Tournament will be held from April 10-13 at Augusta National Golf Club in Augusta, GA. Check out all the IBM watsonx technologies in action by visiting or the Masters app available on mobile devices, the Apple App Store and the Google Play Store. About IBMIBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain a competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit for more information. IBM Media Contact:Sarah SOURCE IBM Sign in to access your portfolio
