Singapore – Formula One and Salesforce have announced an expansion of their partnership with the launch of a new AI-powered fan companion designed to personalise engagement for the sport’s global audience.
The tool, developed using Salesforce’s Agentforce platform, will initially be available on F1.com and aims to help fans better understand the sport’s upcoming 2026 technical regulations. The companion agent will provide round-the-clock responses to questions by drawing on verified Formula 1 sources and analysing trending fan queries to surface key insights.
The development forms part of a multi-year extension of the partnership between the two organisations and represents the next stage of Formula 1’s implementation of Agentforce 360, Salesforce’s platform that integrates AI agents, customer data and human teams into a unified system.
The companion agent is expected to help the sport engage a younger demographic. According to the organisations, around 43% of Formula 1’s global fan base is under the age of 35. The initiative is intended to support the sport’s broader efforts to expand digital engagement while providing fans with new ways to interact with the championship beyond race weekends.
AI platform supporting fan services
The fan companion agent builds on existing Salesforce technologies already used by Formula 1 to manage fan interactions and internal operations.
Agentforce 360 currently supports customer service operations by addressing routine fan issues such as login or streaming concerns. The organisations say around 80% of queries are resolved within four hours, while chat handling times have been reduced by approximately 30%.
Salesforce’s Data 360 platform consolidates information from more than 100 data sources to create unified fan profiles. This allows the system to analyse fan activity in real time and recommend responses or next actions to customer service teams.
Other tools integrated within Formula 1’s digital ecosystem include Agentforce Service, which helps support agents generate faster responses, reducing average response times by 80%. Meanwhile, Agentforce Marketing provides AI-driven content recommendations that have increased click-through rates by 22%, according to the organisations.
Formula 1’s commercial partnerships team also uses Agentforce Sales to track deals and identify potential sponsorship opportunities using audience data. Internally, the organisation uses the collaboration platform Slack to streamline communications among employees and coordinate real-time messaging during live broadcasts.
Partnership expansion across race calendar
As part of the extended partnership, Salesforce will also expand its presence across Formula 1 events worldwide. This includes continued involvement as an official partner of the Formula 1 Las Vegas Grand Prix, as well as expanded support for F1 Academy, the series aimed at developing female racing talent.
The collaboration will also include hospitality and trackside experiences for customers and partners at Grand Prix events throughout the season.
Emily Prazer, chief commercial officer of Formula 1, said the new AI agent reflects the organisation’s focus on improving fan engagement globally.
“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. 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,” said Prazer. “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, said the initiative builds on earlier digital transformation efforts within the organisation.
“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,” he said. “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.”
