Formula 1 is accelerating its digital transformation strategy through an expanded partnership with Salesforce, launching a new AI-powered fan companion agent designed to deepen engagement across its global audience of 827 million fans.
Initially focused on educating enthusiasts about the upcoming 2026 technical regulations, the companion agent is now live on F1.com. By leveraging trusted data sources, the agent provides clear, real-time answers to complex queries and tracks trending topics to deliver actionable insights. The move specifically targets F1’s rapidly growing younger demographic, with 43% of the fanbase now under the age of 35.
Driving Efficiency with Agentforce 360
The initiative is a cornerstone of the broader Agentforce 360 platform. This ecosystem integrates AI, comprehensive customer data, and human agents to streamline support and engagement across the entire F1 digital landscape.
The impact on CX metrics has already proven significant. According to the announcement, Agentforce 360 currently:
- Resolves 80% of fan queries within a four-hour window.
- Reduces chat handling times by 30%, allowing for more efficient service.
- Boosts marketing click-through rates (CTR) by 22% via personalized, AI-driven content recommendations.
Beyond the Grandstand: Commercial and Internal Synergy
The partnership extends into F1’s B2B and internal operations. The platform supports commercial partnerships by tracking deals and utilizing audience data to strengthen sponsor pitches. Internally, F1 has deployed Slack to harmonize real-time communications across its global operations.
Furthermore, Salesforce’s involvement continues to scale across trackside and hospitality experiences. This includes ongoing support for the Formula 1 Las Vegas Grand Prix and the F1 Academy, emphasizing a shared commitment to diversity and the development of new talent within the sport.
Executive Perspectives
Commenting on the launch, F1’s Chief Commercial Officer highlighted the fan agent as a key tool for deepening fan connection year-round. Meanwhile, Salesforce’s CMO praised the partnership for transforming fan engagement through unified data and AI-driven solutions.