Adobe partners with BWT Alpine F1 Team to build AI-powered fan experiences

Adobe has entered into a global premium partnership with BWT Alpine Formula One Team, becoming the team's Official AI Fan Experience Partner. The collaboration will focus on using artificial intelligence (AI) to personalise fan engagement, improve content creation and strengthen the team's visibility across digital platforms. The partnership will see the Formula One team use Adobe's AI-powered marketing and creative solutions to develop tailored experiences for fans across global markets. It will also introduce AI-enabled design tools that allow fans to create content expressing their interest in the sport. The collaboration comes as sports organisations look to expand their digital engagement strategies and respond to changing consumer behaviour, including the growing use of AI agents and large language models (LLMs) for brand discovery and research. Marissa Dacay, Global Vice President of Enterprise Marketing at Adobe, said the partnership would demonstrate how AI technology could support personalised fan engagement and provide audiences with new ways to express their interest in Formula One. Guy Martin, Global Marketing Director at BWT Alpine Formula One Team, said creativity and personalisation would be central to the team's approach to communicating its identity and connecting with audiences worldwide. Under the agreement, BWT Alpine Formula One Team will use solutions across Adobe CX Enterprise, which brings together marketing, creative and AI technologies to support customer experience initiatives. The team will use these tools to manage fan interactions and deliver more relevant communications across channels. The partnership will focus on four areas. Adobe GenStudio will support content creation by enabling the team to produce tailored content variations for different audiences and markets. The solution uses AI to streamline content production and help organisations scale their marketing output. Adobe Experience Platform will be used to gain a consolidated view of fan engagement and support more targeted communications. The platform is designed to help organisations use customer data to deliver relevant messages across different channels. The team will also use Adobe Brand Visibility to monitor how it appears across AI-powered search and discovery platforms. The solution is intended to help brands understand their visibility in AI-generated responses and identify opportunities to improve discoverability as consumers increasingly use AI tools to research organisations and products. For fan participation, Adobe Express will provide AI-powered design capabilities, including generative AI tools for image creation. These tools will allow fans to create and customise visual content related to the team and the sport. The partnership is scheduled to enhance fan experiences from the 2027 Formula One season onwards. Financial terms of the agreement were not disclosed in the announcement.