How Formula 1 takes the bend on personalized fan experience via Salesforce Agentforce (1/2) - the view from the pits
Among Formula 1’s (F1) 830 million global fans, fewer than one percent will actually get to attend a Grand Prix race. Instead, they follow the sport on TV, via socials or online. To ensure these millions of fans get a premium experience away from the track, F1 is using agentic AI from Salesforce to tailor interactions and content.
The organization originally started using Salesforce’s Sales Cloud and Service Cloud back in 2019, which solved two problems. The first was in customer service. F1 was using a ticketing solution whereby if a customer contacted it multiple times, that would create multiple tickets. Sales Cloud, meanwhile, enabled the commercial team to move away from working in Excel spreadsheets.
In 2023, F1 added Marketing Cloud, Marketing Cloud Personalization and Data Cloud to its roster, which supports always-on journeys, and let the business start to do personalization. Matt Kemp, Head of Customer Data Operations,...
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