Adobe on Friday announced a partnership with BWT Alpine Formula One Team to develop artificial intelligence (AI)-powered fan experiences, thus, becoming the team's Official AI Fan Experience Partner. The global collaboration will focus on personalised content creation, fan engagement analytics, brand visibility across AI-powered search platforms and generative AI design tools for fans.
The initiatives are likely to enhance fan experiences from the 2027 Formula One season.
Under the partnership, Adobe will deploy its customer experience and AI solutions to help Alpine deliver tailored content to audiences globally and strengthen engagement across digital platforms.
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AI Tools To Drive Content Creation
As part of the agreement, Alpine will use Adobe GenStudio to create personalised content variations for different audience groups. Adobe Experience Platform will provide insights into fan engagement, helping the team tailor communications across multiple channels.
The team will also use Adobe Brand Visibility to track how its brand appears across AI agents and large language models (LLMs), which are increasingly influencing how consumers discover and research brands.
Adobe Express will give fans access to AI-powered design tools, including generative AI image creation capabilities, enabling them to develop and share content reflecting their interest in Formula One.
Partnership Targets Global Fan Base
The collaboration aims to extend Alpine's engagement with fans beyond race weekends by combining AI-driven personalisation with tools that allow audiences to create and share their own content.
“Adobe’s AI technology is powering new ways to drive fan engagement around the world, creating more personalized connections and providing fans different ways to share their passion for the sport,” Marissa Dacay, Global Vice President of enterprise marketing at Adobe, said in a statement.
Guy Martin, global marketing director at BWT Alpine Formula One Team, added that creativity and personalisation would be central to how the team expresses its identity and connects with audiences globally.
The partnership will use Adobe CX Enterprise solutions, which combine marketing, creative and AI technologies to support customer experience orchestration.
