Stuff To Blow Your Mind Smart Talks with IBM: Ferrari Fandom, Supercharged by AI
Sep 17, 2025
Fred Baker leads sports and entertainment for IBM Consulting across EMEA and is at the forefront of transforming fan engagement. He discusses how IBM and Scuderia Ferrari are utilizing AI to enhance the experiences of nearly 400 million fans. The conversation covers the evolution of fandom from the 1970s to today, highlighting technology’s role in fostering connections. Baker also dives into how IBM’s innovations have redefined engagement strategies and created an interactive community for Ferrari enthusiasts, blending nostalgia with cutting-edge technology.
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Massive Fan Base Means Deepening Bonds
- Scuderia Ferrari has 396 million fans worldwide, so the priority is deepening connection rather than growing numbers.
- IBM frames this as an information problem: know fans to create meaningful experiences.
Wimbledon Bunker Demonstration
- Fred Baker describes IBM's Wimbledon 'bunker' where AI is trained on tennis-specific language to assist broadcasters.
- He shows Ferrari that this data-driven model can be applied to sports fan experiences.
Begin With A Long Discovery Phase
- Conduct a deep discovery phase: review existing products and directly ask fans what they want.
- Use focus groups and market research to find the emotional needs that drive engagement.