Formula 1 expands AI fan engagement with Salesforce Agentforce companion

Formula 1 and Salesforce have expanded their multi-year partnership with the launch of an AI-powered fan companion designed to provide real-time insights and support for the sport’s global audience. The tool is expected to help fans understand upcoming regulatory changes and access information about the sport more easily.

The companion agent will initially be available on F1.com, offering 24/7 responses to questions related to Formula 1’s new 2026 technical regulations. According to the announcement, the system draws on verified Formula 1 sources and monitors trending questions to surface relevant insights for fans.

AI agents enter the Formula 1 fan ecosystem

The new companion agent forms part of Formula 1’s broader adoption of Salesforce’s Agentforce platform across its digital ecosystem. The system aims to connect customer data, human teams, and AI agents in a unified framework intended to improve fan engagement and operational efficiency.

Formula 1 said the tool addresses the growing demand for interactive digital experiences, particularly among younger audiences. The organisation reports that 43% of its global fan base is under the age of 35, creating demand for new forms of engagement that go beyond traditional broadcast coverage.

As the sport prepares for major technical rule changes in 2026, the AI companion is positioned as an information interface that can explain complex regulations in accessible terms. The system also tracks common questions and themes, helping identify areas where fans are seeking greater clarity.

Both organisations plan to continue developing the agent over time, integrating additional features across Formula 1’s digital channels as the platform evolves.

Salesforce platform underpins fan engagement strategy

The fan companion builds on earlier deployments of Salesforce technology within Formula 1’s operations. Agentforce 360, Salesforce’s broader platform suite, already supports multiple fan engagement and support workflows across the organisation.

According to the announcement, the system helps resolve routine fan queries such as login or streaming issues. Around 80% of these queries are handled within four hours, while chat handling times have been reduced by 30%.

Data integration also plays a central role. Salesforce’s Data 360 platform consolidates information from more than 100 sources to create unified fan profiles, allowing the system to analyse behaviour in real time and determine appropriate responses.

Additional Salesforce tools are used across Formula 1’s internal teams. Agentforce Service helps customer support staff generate replies more quickly, reducing average response times by 80%. Agentforce Marketing provides AI-recommended content that has increased click-through rates by 22%, while Agentforce Sales is used by the commercial partnerships team to track deals and support sponsor outreach.

Slack is also used internally for communications, including real-time coordination for live broadcast production.

Partnership expands beyond digital engagement

The extended partnership also strengthens Salesforce’s presence across the Formula 1 calendar, including trackside and hospitality programmes at Grand Prix events. The company will continue as an Official Partner of the Formula 1 Las Vegas Grand Prix and expand its support to F1 Academy.

“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 Emily Prazer, Chief Commercial Officer of Formula 1. “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.”

“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,” said Patrick Stokes, CMO of Salesforce. “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.”