Formula 1 has expanded its collaboration with Salesforce to introduce an AI-driven fan companion designed to help global audiences understand the sport’s complex 2026 technical changes. Launched on March 3, 2026, this innovative agent is now available on the official F1.com website, providing fans with easy access to clear explanations of new regulations and responding to popular technical questions.
How the New AI Agent Enhances Fan Engagement
The AI tool utilizes Salesforce’s advanced Agentforce 360 technology to pull information from verified Formula 1 sources, ensuring accurate answers for fans. It monitors trending queries, helping the sport develop future educational content that caters directly to audience interests. This initiative represents a major step forward in Formula 1’s digital transformation, aiming to support its vast worldwide fanbase of 827 million as the sport prepares for the most significant technical shift in over seven decades.
Building on a Strong Existing Partnership
Since starting their partnership in 2022, Formula 1 and Salesforce have worked together to revolutionize fan interaction by integrating products like Agentforce Service, Marketing, and Sales, alongside communication platforms such as Slack. These tools have enabled the creation of unified fan profiles and personalized fan experiences, including targeted newsletters. The latest expansion aims to scale these efforts with new features that position the AI agent as a central element of fan engagement throughout the F1 ecosystem.
Salesforce’s Growing Role within Formula 1
Beyond technology implementation, Salesforce maintains a visible presence within Formula 1 through branding and activations both on the track and in the digital sphere, including support for the F1 Academy and the Las Vegas Grand Prix. The extension of this partnership will deepen Salesforce’s involvement and further integrate the company’s innovative solutions into the sport’s operations.
Expert Perspectives Highlight Commitment to Fans
Emily Prazer, Chief Commercial Officer of Formula 1, emphasized the fan-focused nature of this collaboration.
“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,”
Prazer 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.”
Patrick Stokes, Chief Marketing Officer at Salesforce, highlighted the harmony between the precision of Formula 1 racing and AI innovation.
“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,”
Stokes stated.
“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.”
The Future of Fan Experience as Formula 1 Evolves
As Formula 1 approaches the 2026 season with its major regulatory changes, this AI fan companion exemplifies the sport’s dedication to leveraging technology for greater accessibility and interaction. The partnership with Salesforce ensures that fans remain deeply connected to every aspect of the sport’s rapid technological and competitive advancements, promising a more immersive and informed viewing experience going forward.
