The Investor
03 Mar 2026, 20:07
Salesforce, Inc. and Formula 1 have expanded their multi-year partnership with the launch of an AI-powered fan companion agent designed to personalize engagement for F1’s 827 million global fans.
The new agent, powered by Salesforce’s Agentforce platform, will initially be available on F1*com and provide 24/7 support and education around Formula 1’s new 2026 technical regulations. Drawing on trusted F1 data sources, the agent will answer fan queries, surface trending topics, and provide insights tailored to evolving fan interests.
The initiative builds on F1’s broader deployment of Agentforce 360, which integrates AI agents, unified customer data and human teams across its digital ecosystem. According to Salesforce, the platform already handles 80% of routine fan queries within four hours, reduces chat handling times by 30%, and cuts average response times by 80% through AI-assisted service tools. Agentforce Marketing has also increased click-through rates by 22% through AI-recommended content.
The partnership extension will also expand Salesforce’s presence at Grand Prix events, including continued involvement as an Official Partner of the Formula 1 Las Vegas Grand Prix and support for F1 Academy.
The collaboration positions F1 as an “Agentic Enterprise,” leveraging unified data and AI agents to scale fan engagement, particularly among younger audiences, with 43% of F1 fans under the age of 35.
Business Wire
The new agent, powered by Salesforce’s Agentforce platform, will initially be available on F1*com and provide 24/7 support and education around Formula 1’s new 2026 technical regulations. Drawing on trusted F1 data sources, the agent will answer fan queries, surface trending topics, and provide insights tailored to evolving fan interests.
The initiative builds on F1’s broader deployment of Agentforce 360, which integrates AI agents, unified customer data and human teams across its digital ecosystem. According to Salesforce, the platform already handles 80% of routine fan queries within four hours, reduces chat handling times by 30%, and cuts average response times by 80% through AI-assisted service tools. Agentforce Marketing has also increased click-through rates by 22% through AI-recommended content.
The partnership extension will also expand Salesforce’s presence at Grand Prix events, including continued involvement as an Official Partner of the Formula 1 Las Vegas Grand Prix and support for F1 Academy.
The collaboration positions F1 as an “Agentic Enterprise,” leveraging unified data and AI agents to scale fan engagement, particularly among younger audiences, with 43% of F1 fans under the age of 35.
Business Wire