Speaker 1: Welcome to Tech Stuff, a production from iHeartRadio. This season
Speaker 1: on Smart Talks with IBM, Malcolm Glabwell is back, and
Speaker 1: this time he's taking the show on the road. Malcolm
Speaker 1: is stepping outside the studio to explore how IBM clients
Speaker 1: are using artificial intelligence to solve real world challenges and
Speaker 1: transform the way they do business, from accelerating scientific breakthroughs
Speaker 1: to reimagining education. It's a fresh look at innovation in action,
Speaker 1: where big ideas meet cutting edge solutions. You'll hear from
Speaker 1: industry leaders, creative thinkers, and of course Malcolm Glabwell himself
Speaker 1: as he guides you through each story. New episodes of
Speaker 1: Smart Talks with IBM drop every month on the iHeartRadio app,
Speaker 1: Apple Podcasts, or wherever you get your podcasts. Learn more
Speaker 1: at IBM dot com, slash smart.
Speaker 2: Talks, pushkin.
Speaker 3: I never went to a Formula one race as a
Speaker 3: kid because we lived in southern Ontario and there was
Speaker 3: just one F one race in Canada.
Speaker 4: That race was in.
Speaker 3: Montreal, a good seven hour drive away. I never watched
Speaker 3: F one race on television either, because we didn't have
Speaker 3: a television, But what I did have was a subscription
Speaker 3: to the car magazine Road and Track and Roadent Track
Speaker 3: took f one very seriously. Every month my new issue
Speaker 3: would arrive, I would turn immediately to the long detailed
Speaker 3: account of that month's race, and I fell in love.
Speaker 3: It's been fifty years, but I can still rattle off
Speaker 3: the names of all the top drivers of that era
Speaker 3: from memory, James Hunt, Mario Andretti, Carlos Pace, Jacqueslafitte, and
Speaker 3: of course the greatest of them all, my adolescent idol,
Speaker 3: Nikki Lauda, who won two world championships in the mid
Speaker 3: nineteen seventies with Scoodery Ferrari.
Speaker 5: He was world championship material from the moment he joined
Speaker 5: the Ferrari team.
Speaker 6: There's no question that in seventy five seventy six I
Speaker 6: was reallydominating the whole thing without any mistake.
Speaker 5: So I did nothing wrong.
Speaker 6: I mean, this was perfect driving.
Speaker 3: If you had met skinny pre adolescent Malcolm in the
Speaker 3: mid nineteen seventies in rural Ontario, there's a good chance
Speaker 3: you would have seen me in my prize Ferrari T shirt.
Speaker 3: I was a fan, one of what the Italians called tifosi,
Speaker 3: a Ferrari devote, and that's what it meant to be
Speaker 3: a fan fifty years ago, t shirts, magazine stories and
Speaker 3: a big Nikki laut a poster on your wall. But
Speaker 3: what does it mean to be a fan today? Today
Speaker 3: we have the Internet and streaming and big data and
Speaker 3: AI and all the other accouterment of the digital age.
Speaker 3: Is there a chance to reinvent the meaning of fandom?
Speaker 5: My name is.
Speaker 3: Malcolm Gladwell listening to the latest episode of Smart Talks
Speaker 3: with IBM, where we offer our listeners a glimpse behind
Speaker 3: the curtain of the world of technology. In our first episode,
Speaker 3: we talked about how an AI assistant created with IBM
Speaker 3: watsonex helps future teachers practice responsive teaching. Our second episode
Speaker 3: was how a custom AI model could help Loreel's researchers
Speaker 3: shape the future of what we put on our faces
Speaker 3: every morning. In this episode, how IBM, one of the
Speaker 3: world's pre eminent technology companies, is joining up with one
Speaker 3: of the world's pre eminent racing brands to fundamentally change
Speaker 3: how fans interact with their favorite team. The size of
Speaker 3: the Scuderia Ferrari HP fan base is staggering. Three hundred
Speaker 3: and ninety six million people around the world identify as
Speaker 3: Ferrari fans three hundred and ninety six million. The only
Speaker 3: other fan bases that big belong to the iconic Premier
Speaker 3: League football team like Manchester United or Chelsea FC. I
Speaker 3: don't believe there is any other Formula one team that
Speaker 3: inspires that kind of devotion. Ferrari's job, then, isn't to
Speaker 3: necessarily grow its fan base. Three hundred and ninety six
Speaker 3: million is more than enough fans. Their job is to
Speaker 3: deepen the connection people feel with the scuderya Ferrari team.
Speaker 3: But if I'm Ferrari, how do I find out more
Speaker 3: about who my fans are, what they care about, what
Speaker 3: they want? How do I use my archives and data
Speaker 3: to create experiences that matter to them? How do I
Speaker 3: say to the guy who spent his childhood eagerly reading
Speaker 3: roadent Track every month? Here are other ways you can
Speaker 3: get involved with your favorite F one team today. The
Speaker 3: task of deepening an emotional connection in the digital age
Speaker 3: begins as an information problem, which is where IBM comes in.
Speaker 3: How would you describe what you do?
Speaker 5: I describe it as the probably the best job that IBM.
Speaker 3: Yeah, I was going to say, I was going to
Speaker 3: ask you, do you have the best job at IBM.
Speaker 5: I think so.
Speaker 3: I'm talking to Fred Baker, who leads sports and Entertainment
Speaker 3: for IBM consulting in Europe, the Middle East and Africa.
Speaker 3: You can probably guess from the accent he's FN New Zealand.
Speaker 5: We've had a really interesting range of experience over the
Speaker 5: past sort of five six years. We've worked with Premier
Speaker 5: League clubs like Liverpool Football. We've worked with England Rugby,
Speaker 5: Saint Andrew's Links. We also globally, we've got a global team,
Speaker 5: so we work with the Masters, the US Open, ESPN,
Speaker 5: Fantasy Football, the Grammys.
Speaker 4: You do the tennis stuff. Is it all under Europe?
Speaker 5: Yeah, so we do Wimbledon as well. Yep, that's under myrima.
Speaker 3: If you've ever watched Wimbledon on television, I'm sure you've
Speaker 3: seen at various moments a little IBM logo on the
Speaker 3: bottom of the screen. That's because IBM has been Wimbledon's
Speaker 3: official information technology partner since nineteen ninety. When the idea
Speaker 3: of a collaboration between Ferrari and IBM.
Speaker 4: Was first broached.
Speaker 3: Baker actually took people from Ferrari on a tour of
Speaker 3: IBM's wimbled An operation just so they could see what
Speaker 3: a tech company like IBM could do for a sports franchise.
Speaker 4: Which Wimbledon.
Speaker 5: Did you take them to last year's champs?
Speaker 3: Tell me what you showed them.
Speaker 5: We take them into what we call the bunker, so
Speaker 5: it's literally underground at the Champs, and showed them how
Speaker 5: we bring everything to life from the data capture off
Speaker 5: the courts, how we real time categorize, serve all those
Speaker 5: points to broadcasters and serve them into the app the
Speaker 5: website for millions of fans around the world. They were
Speaker 5: really impressed by that.
Speaker 3: I'm also impressed by that IBM trained to say on
Speaker 3: the language of tennis, and not only the language of tennis,
Speaker 3: but specifically the language of tennis at Wimbledon.
Speaker 5: So it can then decipher what an unforced era or
Speaker 5: a winner or a lob or you know, idiosyncrasies in
Speaker 5: the language. It can decipher all of that, and then
Speaker 5: it can also tell what is a broadcast like to
Speaker 5: talk about that is interesting to a fan. We've trained
Speaker 5: it so it can not only analyze everything going on
Speaker 5: in the match, it can analyze past performances and rationalize
Speaker 5: results based on conditions or form and then make predictions
Speaker 5: that fans can learn from, but it can also pull
Speaker 5: out on the spot really interesting milestones, moments, data points
Speaker 5: that then come out of the mouth of a broadcaster.
Speaker 3: IBM is running an AI model that has been trained
Speaker 3: on huge amounts of tennis data in order to give
Speaker 3: human broadcasters ideas on what they can talk about. And
Speaker 3: it all takes place underground, right near the courts.
Speaker 5: It's literally like it's the underground floor of the broadcast
Speaker 5: center at Wimbledon. It's literally almost under the courts.
Speaker 4: Is IBM got the entire bunker?
Speaker 5: Yeah?
Speaker 4: How big is the room?
Speaker 5: I'm sure our team would like it to be bigger,
Speaker 5: but it's big enough. There's probably thirty forty IBM is
Speaker 5: down there. Man. Seeing it live is just really impressive
Speaker 5: when you see how much which work and intelligence goes
Speaker 5: on to then make an end experience for a fan
Speaker 5: that is really beautiful and representative of their brand and tradition.
Speaker 3: IBM's goal in taking Ferrari to the Wimbledon bunker was
Speaker 3: to show them what it looks like to harness the
Speaker 3: power of data and how this could help shape Scuderia
Speaker 3: Ferraris fan and digital experiences. Could AI learn the language
Speaker 3: of Scuderia Ferrari. What was the original app like before
Speaker 3: IBM got involved. I'm speaking with Stefano Pollard, who runs
Speaker 3: fan development for Ferrari's F one team.
Speaker 6: It was quite a good app, a very good digital product,
Speaker 6: but just an editorial product. So we were providing fans
Speaker 6: news and videos, articles and it was mainly about that.
Speaker 6: The strategy and the idea was trying to use the
Speaker 6: app to have a deeper connection and interaction with our fans,
Speaker 6: make it more interactive, So turning it from an editorial product,
Speaker 6: which was a very good editorial product, to a more
Speaker 6: interactive product, digital product.
Speaker 3: With such a massive undertaking. I asked Stephen how it
Speaker 3: all started once IBM got involved.
Speaker 6: We started really with a very long couple of months
Speaker 6: of discovery phase. So looking at the current app, looking
Speaker 6: at fans, looking at what fans wanted from an app.
Speaker 3: Tell me a little bit more about that phrase something
Speaker 3: a fan wanted? What is it that the super fan
Speaker 3: wasn't getting before? That was something that would tie them
Speaker 3: even closer to Ferrari.
Speaker 6: Having run some focused group, having having read of market research,
Speaker 6: having spoken to fans, and being a fan. The strongest
Speaker 6: inside is Feridy Fans and super fans want to be
Speaker 6: part of something, want to belong to something, so they
Speaker 6: want to be part of a community, and ultimately they
Speaker 6: want to be part of a winning team, so they
Speaker 6: want to feel closer and get access.
Speaker 3: The way Steffan aside, The opportunity wasn't with race days
Speaker 3: when the cars are on the track, the tafosi are
Speaker 3: already locked in, but there was an opportunity to engage
Speaker 3: Ferrari fans on the other days of the week or
Speaker 3: during the off season.
Speaker 5: Formula One is so much more than just the race.
Speaker 4: This is Fred Baker again.
Speaker 5: What we can do is relive the race and bring
Speaker 5: it to life after the fact. We can help them prepare,
Speaker 5: we can help them relive the past, and we can
Speaker 5: also bring the experience around race weekend to life as well.
Speaker 3: That of course, maybe wonder how do you engage fans
Speaker 3: when there's not a race happening. Baker says it all
Speaker 3: comes back to data and information. Talk a little about
Speaker 3: data collection, because you're talking about a brand with tentacles
Speaker 3: everywhere and you're trying to bring a lot of that
Speaker 3: stuff together in the app.
Speaker 5: This is an organization that has for decades used data
Speaker 5: for racing the performance, it's not historically use that data
Speaker 5: for one in the world to see. What we're trying
Speaker 5: to do is expose as much of it as we
Speaker 5: can to fans. So part of collecting the data the
Speaker 5: challenge with around how you go across all the disparate
Speaker 5: different groups that collect data for different purposes. The team
Speaker 5: that collects data on tires, the team that has data
Speaker 5: on drivers, on whether or on competitors, and so on.
Speaker 5: So you're trying to bring all that together and source
Speaker 5: it and make sense of it and train ouri to
Speaker 5: understand what it means, what things on team radio mean,
Speaker 5: what nicknames mean, what abbreviations and slang and idiosyncrasies on
Speaker 5: car specifics and track specifics and so on mean. And
Speaker 5: you're also trying to design for something that is going
Speaker 5: to be fan engaging but also appropriate to all the
Speaker 5: sensitivities of the privacy that's necessary. So you want it
Speaker 5: to be able to do all of that, collect all
Speaker 5: the data, produce something for fans in an automated way, but.
Speaker 3: In order to design something to expertly engage the tafosi
Speaker 3: necessary to understand more about the passion and the type
Speaker 3: of national identity behind the fan base. You need to
Speaker 3: get inside the mind.
Speaker 4: Of the super fan.
Speaker 3: If you wanted to meet some modern day to Fosie
Speaker 3: in the United States, you could head to a bar
Speaker 3: in Midtown Manhattan called Fela. Every race day, Formula One
Speaker 3: fans gathered Feala to cheer on their favorite drivers, their
Speaker 3: favorite teams, and I mean really cheer. I sent our
Speaker 3: producer Jake Harper to Feala on the day of the
Speaker 3: Canadian Grand Prix so you could see the fandom up close.
Speaker 3: The bar gets loud and so crowded it's hard to move.
Speaker 3: Today the room is packed with Scuderia Ferrari HP fans.
Speaker 5: Even your glasses are Ferrari.
Speaker 3: I just noticed that Jake talked to a Ferrari fan
Speaker 3: named Gino who was dressed head to toe in Ferrari's
Speaker 3: signature red and black.
Speaker 5: And my shoes are Ferraria. Fully checked out.
Speaker 7: They were making fun of me last time I was here.
Speaker 7: They're like, is your underwear Ferrari? And I texted my
Speaker 7: girlfriend like, I need Ferrari underwear?
Speaker 5: Did you get it yet? Not yet, I'll work on it.
Speaker 3: Gino's fandom started with Ferrari as a brand.
Speaker 5: I love the cars.
Speaker 7: I think the four fifty eight sCOD areas like the
Speaker 7: pinnacle of automotive engineering. That's my dream car. The four
Speaker 7: point thirty with the glass house for the engine, I mean,
Speaker 7: that's They're all gorgeous. There's always been an aspiration of
Speaker 7: mine the own one, so that naturally made me gravitate
Speaker 7: towards Ferrari. Even when the company I worked for a
Speaker 7: sponsored AMG Petronis, I was secretly like hiding my taposi
Speaker 7: at the races, like.
Speaker 5: Clark Kenton Superman. You're just hiding the uniform underneath. I
Speaker 5: love that. I love that.
Speaker 7: Yeah, I was wearing a Ferrari shirt underneath my suit.
Speaker 3: In one sense, Gino is typical of what Ferrari has
Speaker 3: learned about its followers. A lot of F one fans,
Speaker 3: especially newer fans, are fans of drivers, but the tafosi
Speaker 3: love Ferrari. It's the oldest brand in Formula One, the
Speaker 3: only team that has stuck around since the series was
Speaker 3: founded in nineteen fifty. But in another sense, Gino is
Speaker 3: not typical. He lives in New York. He can go
Speaker 3: to Fala to celebrate F one with other tefhosi.
Speaker 7: I'm a big racing fan, and coming to this bar,
Speaker 7: I found a bunch of people that were in a
Speaker 7: F one.
Speaker 5: Now I'm at this.
Speaker 7: Bar every weekend, just about with four or five friends
Speaker 7: that I made just through racings.
Speaker 3: But lots and lots of Scuderia Ferraris three hundred and
Speaker 3: ninety six million fans don't live in a big city
Speaker 3: with a Ferrari bar, and lots of those three hundred
Speaker 3: and ninety six million fans aren't the kind of hardcore
Speaker 3: fan who dressed head to toe in Ferrari's signature red
Speaker 3: and black. A group that large is diverse, necessarily, and
Speaker 3: one of the first tasks that IBM and Ferrari set
Speaker 3: out to do was to understand the full range of
Speaker 3: the tafosi phenomenon. People like Gino hardcore fans. They were easy,
Speaker 3: they would follow Scuderia Ferrari HB anywhere it wanted to go.
Speaker 4: But who else was out there? The most interesting.
Speaker 3: Addition to the F one fan base were those who
Speaker 3: watched the phenomenally successful Netflix documentary Drive to Survive. These
Speaker 3: tended to be newcomers to the sport, more Americans than Europeans.
Speaker 3: What was their emotional perspective, what did they want here's
Speaker 3: Fred Baker again, the guy with the coolest job at IBM.
Speaker 5: If I'm a passionate fan, I want to read a
Speaker 5: totally different thing on the app to a casual fan
Speaker 5: who is of the Netflix Drive to Survive generation versus
Speaker 5: you know, some really niche personas that we found that
Speaker 5: are super interested but don't find it accessible yet until
Speaker 5: we start to deliver to quite different needs that they have.
Speaker 3: Working with IBM WATSONEX, Baker and his team began to
Speaker 3: develop personas archetypes of all the possible kinds of Ferrari fans,
Speaker 3: because if Ferrari wanted to get better at talking to
Speaker 3: their fans, they had to understand who the fans were.
Speaker 3: And the personas are helping Ferrari and IBM create an
Speaker 3: app that caters to the tafosi in all their iteration.
Speaker 4: How many personas did you come up with?
Speaker 5: I think we had over ten in the end, maybe
Speaker 5: a dozen. And this is different archetypes of people. Even
Speaker 5: that process is helped by AI, so we train AI
Speaker 5: to help us develop out a persona. We can get
Speaker 5: really detailed as to what each archetype is and their
Speaker 5: hobbies and backgrounds and so on. So our own WATSONEX
Speaker 5: helped us in developing those personas, like our research helped
Speaker 5: us uncover a segment of middle aged women in China
Speaker 5: who Ferrari is a real status symbol and they're really
Speaker 5: interested in the Scuderia Ferrari brand and now they can
Speaker 5: engage more with it, but it wasn't yet accessible or
Speaker 5: inclusive enough for them to feel comfortable doing so. Real
Speaker 5: spectrums of fans across those dozen personas that we had
Speaker 5: to design.
Speaker 3: For give me some more examples of personas. Can you
Speaker 3: give me a couple more just so get a flavor?
Speaker 5: Yeah? Sure. So the other obvious one is the Drive
Speaker 5: to Survive fan and that they're probably not a die
Speaker 5: hard all their lives Scouterier Ferrari fan, but they've really
Speaker 5: got into the more social side of formula one that's
Speaker 5: been born out of the really popular series Drive to
Speaker 5: Survive on Netflix. You then have gamer personas who are
Speaker 5: into esports is growing massively in motorsport, and they're probably
Speaker 5: not necessarily into the real life racing quite so much,
Speaker 5: but they're certainly into gaming, So how do you appeal
Speaker 5: to them. Then casual fans who are sort of into
Speaker 5: the luxury of scudo Ferrari, but not the sport necessarily
Speaker 5: do it. Personas have names, Yeah, I mean we give
Speaker 5: them human names too. We had a Max, we had
Speaker 5: an Alfonso. I think we had a Pedro.
Speaker 3: Two women in China. Is she watching F one or
Speaker 3: is she interested more in the brand and what it signifies?
Speaker 5: Yeah, more in the brand and being part of a community.
Speaker 5: If I'm that persona in China, then I probably don't
Speaker 5: feel like I belong to it truly yet, but I'd
Speaker 5: love to feel like I do, so I could start
Speaker 5: to become a part of a digital community, learn more
Speaker 5: about the brand, probably get access to exclusive merchandise, or
Speaker 5: you know, if I can't necessarily own a Ferrari car,
Speaker 5: which let's face it, not many people can. And if
Speaker 5: we're relyinged only on the people who can own a car,
Speaker 5: then we're probably not going to get much engagement. So
Speaker 5: how do we make others feel that they're still a
Speaker 5: part of that community.
Speaker 3: This is what I mean when I say the task
Speaker 3: of relating to the Ferrari fan base is a data
Speaker 3: and information problem. It's about collecting, organizing, and analyzing the
Speaker 3: needs and wants of an enormous pool of people and
Speaker 3: speaking to each of them in their own emotional language.
Speaker 4: Giving all the work.
Speaker 3: Fred put into understanding Ferrari's fan base, I was curious
Speaker 3: to know how his framework would categorize me. I want
Speaker 3: to figure out which persona I am, So I'll describe
Speaker 3: to my.
Speaker 4: Relationship to Ferrari.
Speaker 3: You tell me so what I am is a huge car,
Speaker 3: not so like all cars. Yeah, obsessively collect on a
Speaker 3: very limited stage, benaged cars, read serious car magazines, been
Speaker 3: a lot of time. My car websites have a historical
Speaker 3: relationship to have one because I grew up with Nikki
Speaker 3: Lauder battling James Hunt in loudest for our years. I
Speaker 3: have a get nostalgic connection. Went to Italy with my
Speaker 3: nephew and went to the Ferrari factory and rented one
Speaker 3: of those to drive around, you know, and I follow
Speaker 3: that F one.
Speaker 4: But I wouldn't.
Speaker 3: I would don't think I would ever go to an
Speaker 3: I wouldn't fly to Miami for F one Miam.
Speaker 4: I wouldn't go that far. And I don't have time
Speaker 4: to watch F one on TV on a regular basis.
Speaker 3: But I'm interested, and I have a red Ferrari T
Speaker 3: shirt which I've been known to wear and if you
Speaker 3: if I ever got really rich, would I buy a
Speaker 3: for Aur?
Speaker 4: Yes? I would. Okay, So where am I? Where am
Speaker 4: I in your breakdown?
Speaker 5: Yeah? I think you're probably a combination of the I
Speaker 5: think it's casual loyalist. It's not gonna not gonna overtly
Speaker 5: go out of their way to sort of spend money
Speaker 5: on the racing, but they are loyal to the Ferrari
Speaker 5: brand and they have nostalgia with it or whatever it
Speaker 5: might be. And then the luxury enthusiasts as well, so
Speaker 5: and that type of fan. You're right, We're probably not
Speaker 5: going to engage you by doing a ton more on
Speaker 5: race weekend, but we can engage you by bringing this
Speaker 5: hugely rich amount of archive material, footage, feelings and past
Speaker 5: drivers of yesteryear, by bringing them to life.
Speaker 3: In zero an app that you saw another brand doing
Speaker 3: that served as a kind of model. I don't mean
Speaker 3: within f one, I'm talking about it from any other film.
Speaker 6: On top of being a very sport passionate, I'm let's say,
Speaker 6: a marketing passionate, a digital passionate guy. So I have
Speaker 6: a lot of apps and he also for my job,
Speaker 6: I tried to look at different markets in different apps.
Speaker 3: As we were talking, I was thinking about Strava. I'm
Speaker 3: a huge Stravahead. It's my favorite app. If you don't
Speaker 3: already know, Strava is used by millions of active people
Speaker 3: around the world. I'm a runner and the app shows
Speaker 3: me a map of where I went, how fast I ran,
Speaker 3: what my heart ray was, what the weather was on
Speaker 3: and on.
Speaker 4: Are you a cyclostore runner?
Speaker 6: I'm a runner.
Speaker 5: I'm a runner.
Speaker 6: I run marathons and ultra marathons. I did lights see
Speaker 6: one hundred kilometers.
Speaker 3: As it turns out, Stefano is a Stravahead too. Right
Speaker 3: after I spoke to him, I followed him on Strava.
Speaker 3: He and I run roughly the same distance every day
Speaker 3: at the same pace, and if I'm ever in Milan,
Speaker 3: I'm almost certainly going to look him up to see
Speaker 3: if he'll take me out on one of his favorite
Speaker 3: routes through the city. This is what I love about Strava.
Speaker 3: You can find people to run with and interact with.
Speaker 3: Strava is a community of like minded people, and for
Speaker 3: those like me, the Strava app becomes a regular part
Speaker 3: of my daily routine, and that's what Stefano wanted for
Speaker 3: the Ferrari app. Are you interested in allowing creating sort
Speaker 3: of vast forums for our evans to communicate with each other?
Speaker 6: I think you have to work in three directions. So
Speaker 6: direction number one is a Ferrari to fans, so providing
Speaker 6: them something which is compelling, which has value, and this
Speaker 6: I think we're already doing and we're working on it.
Speaker 6: Second way is fans to Ferrari, so help like allowing
Speaker 6: fans to better interact with us, which was something we
Speaker 6: were not doing with the previous app. For example, we've
Speaker 6: just introduced two features which are polls, so basic ones,
Speaker 6: but polls and the possibility like the submit your message feature.
Speaker 6: So really to work on the way fans to Ferrari.
Speaker 6: And then the third important way to build a community
Speaker 6: and nurture community is like fans to fans. So if
Speaker 6: you were able to work on those trae dimensions of
Speaker 6: Ferrari to fans, fans to Ferrari, and fans to fans,
Speaker 6: that's how you could really create a strong community and
Speaker 6: start really monetizing and creating value. I think we're very
Speaker 6: strong in the first dimension right now. We're building the
Speaker 6: second one, So fans to Ferrari and then definitely the
Speaker 6: third one has to be there in order to have
Speaker 6: a complete community engagement.
Speaker 4: So let's talk about results.
Speaker 3: Scuddery of Ferrari HP launched the new app at the
Speaker 3: Miami Grand Prix in twenty twenty five, incorporating AI elements
Speaker 3: and tailoring it to those archetypes Thread was talking about.
Speaker 3: Are more people using the app? Are users spending more
Speaker 3: time on it they did on the older version of
Speaker 3: the app?
Speaker 6: Yes, we doubled these months the daily active users we
Speaker 6: were having last season, so compared to the average of
Speaker 6: twenty twenty four season, we have more than double of
Speaker 6: daily active users. Also, we're doubling normal months down downloads,
Speaker 6: so we did in these months more than two times
Speaker 6: the download we are doing in a normal months. We
Speaker 6: are increasing by thirty five percent the average time spent
Speaker 6: on app. So KPIs are good.
Speaker 3: If you build the right app, they will come for generations.
Speaker 3: Fans of all varieties have met in public places, the
Speaker 3: stands of stadiums, in bars to watch races and matches
Speaker 3: on television, but there's a chance now for fandom to
Speaker 3: exist on a higher and broader level, for a community
Speaker 3: to be created over the Internet, even when the fans
Speaker 3: are vastly different people who live vast distances apart. I
Speaker 3: could imagine Gino in his Ferrari Red and Black, using
Speaker 3: the scudery of Ferrari app relating to me as I
Speaker 3: relive my memories of Niki Lauda from the nineteen seventies.
Speaker 3: Maybe I could use the app to learn something from
Speaker 3: the woman in China, the Tafosie newcomer, or some seventeen
Speaker 3: year old who got sucked in first by.
Speaker 4: Drive to survive.
Speaker 3: I can imagine myself as part of that vision, taking
Speaker 3: my lifelong obsession to the next level. Smart Talks with
Speaker 3: IBM is produced by Matt Ramano, Amy Gains, McQuaid, Trina Menino,
Speaker 3: and Jake Harper. Were edited by Lacy Roberts. Engineering by
Speaker 3: Nina Bird Lawrence, mastering by Sarah Buguier, music by Gramoscope,
Speaker 3: Strategy by Tatiana Lieberman and Cassidy Meyer. Special thanks to
Speaker 3: Scuderia Ferrari HP and the bar and restaurant Feala in
Speaker 3: New York City. Smart Talks with IBM is a production
Speaker 3: of Pushkin Industries and Ruby Studio at iHeartMedia. To find
Speaker 3: more Pushkin podcasts, listen on the iHeartRadio app, Apple podcasts,
Speaker 3: or wherever.
Speaker 4: You listen to podcasts. I'm Malcolm Glavo.
Speaker 3: This is a paid advertisement from IBM. The conversations on
Speaker 3: this podcast don't necessarily represent IBM's positions, strategies, or opinions.
Speaker 3: I asked Fred Baker to come up with a hypothetical
Speaker 3: something that could fulfill my childhood dreams, something that this
Speaker 3: type of technology could theoretically do that might appeal to
Speaker 3: a fan like me, someone who's interested in the sport
Speaker 3: went back fifty years. He said, what about using AI
Speaker 3: to bring historical cars to life?
Speaker 5: Bringing to live cars of the past and allows fans
Speaker 5: to simulate a nineteen fifty Ferrari race versus nineteen seventy
Speaker 5: one to see who which car would be faster. So
Speaker 5: it's those sorts of trade offs.
Speaker 4: Wait, you could do it. You could do that.
Speaker 3: Tell me about last thing you said you can run
Speaker 3: simulations race simulations out of the app.
Speaker 5: You can't out of the app at this point, So I.
Speaker 4: Know, potentially potentially.
Speaker 5: Yeah, yeah, I can you know, simulate based on a
Speaker 5: whole range of factors that we can feed and train
Speaker 5: it on.
Speaker 3: Wait, so I could hypothetically you could allow me to
Speaker 3: compare Niki Lauder, for example, to a contemporary driver. Ye,
Speaker 3: and and I could say if I put Nicki Lauder
Speaker 3: in a contemporary car, What you're saying is that there
Speaker 3: is a scenario where I could recreate that era in
Speaker 3: modern cars and get a sense of how my childhood
Speaker 3: heroes were performing, would have performed a break day.
Speaker 4: Yeah.
Speaker 5: Yeah, So you can analyze and understand how you would
Speaker 5: rank all drivers of all time based on the different
Speaker 5: traits of a driver, right, So you can say who's
Speaker 5: the best late breaking, Who's who was typically the best
Speaker 5: on a tight track with limited overtaking opportunities, who was
Speaker 5: the best overtaker, who was the best of all these traits.
Speaker 5: You then apply those traits and rankings to different tracks
Speaker 5: and different cars where you know different Some different cars
Speaker 5: are better for a late breaker, some different cars are
Speaker 5: better for a you know, on straights and so on.
Speaker 5: So you can simulate, You could hypothetically allow fans to
Speaker 5: simulate any scenario. You could say who's going to win
Speaker 5: and Monaco on a nineteen eighty model car. You can
Speaker 5: put a current driver in a nineteen eighty car equally,
Speaker 5: So you can do all sorts of fun and simulations,
Speaker 5: and that's just the beginning.