Salesforce and Formula 1 Strengthen Alliance with Launch of Innovative Fan Companion Agent

The newly developed fan companion agent, powered by Salesforce's Agentforce, will be available on F1.com and aims to provide fans with around-the-clock access to information regarding the new 2026 regulations. With a staggering 827 million global fans, the agent is designed to serve as a crucial resource, offering clear and accessible responses to inquiries about recent changes in technical regulations. Moreover, it will continuously monitor trending questions and themes, delivering valuable insights to enhance the fan experience.

The initiative is particularly relevant as 43% of F1 fans are under the age of 35, highlighting the necessity to engage a younger demographic seeking innovative ways to connect with the sport. This launch marks the next phase of F1's Agentforce 360 deployment, which integrates human interaction, customer data, and AI on a unified platform, thereby propelling F1 towards its goal of becoming an Agentic Enterprise.

The introduction of the fan companion agent builds upon the existing foundation established by Agentforce 360, which has already proven effective in resolving routine fan issues such as login or streaming problems. With 80% of queries being resolved within four hours and a 30% reduction in chat handling times, the platform is already demonstrating its potential.

Agentforce 360's Data 360 feature consolidates information from over 100 sources to create unified fan profiles, enabling real-time analysis and more efficient customer responses. Additionally, the integration of Agentforce Service allows for quicker replies, cutting average response times by 80%. The marketing capabilities of Agentforce have also shown promising results, with a 22% increase in overall click-through rates, helping F1's marketing team deliver a more targeted fan experience.

The extended partnership not only aims to enhance digital engagement but also solidifies Salesforce's presence in the F1 ecosystem, particularly at Grand Prix events throughout the racing calendar. As an Official Partner of the Formula 1 Las Vegas Grand Prix, Salesforce will also extend its support to the F1 Academy, emphasizing both organizations' commitment to diversity, inclusion, and nurturing the next generation of talent in motorsports.

Emily Prazer, Chief Commercial Officer of Formula 1, expressed her enthusiasm about the partnership, stating, “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.” She emphasized that the new fan agent will be a vital tool in enhancing the fan experience, particularly with the introduction of new regulations.

Patrick Stokes, CMO of Salesforce, echoed this sentiment, remarking, “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 highlighted the partnership's potential to extend intelligent fan experiences to a vast audience.

As the partnership between Salesforce and Formula 1 evolves, fans can anticipate a more personalized and enriched engagement experience. With the introduction of the fan companion agent, both organizations are poised to set new standards in the realm of sports engagement, leveraging advanced technology to connect with their audience in unprecedented ways. This collaboration marks a significant step forward in creating a fan-centered ecosystem in the fast-paced world of motorsport.