WEBVTT - Smart Talks with IBM: Ferrari Fandom, Supercharged by AI 0:00:00.160 --> 0:00:02.960 Hey everyone, it's Robert and Joe here. Today we've got 0:00:02.960 --> 0:00:05.240 something a little bit different to share with you. It's 0:00:05.280 --> 0:00:09.400 a new season of the Smart Talks with IBM podcast series. 0:00:09.720 --> 0:00:13.520 This season on Smart Talks with IBM, Malcolm Gladwell is back, 0:00:13.520 --> 0:00:15.760 and this time he's taking the show on the road. 0:00:15.880 --> 0:00:19.160 Malcolm is stepping outside the studio to explore how IBM 0:00:19.239 --> 0:00:22.880 clients are using artificial intelligence to solve real world challenges 0:00:23.079 --> 0:00:25.440 and transform the way they do business. 0:00:25.480 --> 0:00:29.560 From accelerating scientific breakthroughs to reimagining education. It's a fresh 0:00:29.600 --> 0:00:33.040 look at innovation in action, where big ideas meet cutting 0:00:33.120 --> 0:00:33.960 edge solutions. 0:00:34.320 --> 0:00:37.160 You'll hear from industry leaders, creative thinkers, and of course 0:00:37.280 --> 0:00:40.920 Malcolm Gladwell himself as he guides you through each story. 0:00:41.440 --> 0:00:44.680 New episodes of Smart Talks with IBM drop every month 0:00:44.680 --> 0:00:48.279 on the iHeartRadio app, Apple Podcasts, or wherever you get 0:00:48.320 --> 0:00:52.240 your podcasts. Learn more at IBM dot com slash smart Talks. 0:00:52.880 --> 0:01:02.160 This is a paid advertisement from IBM pushkin. 0:01:07.440 --> 0:01:09.400 I never went to a Formula one race as a 0:01:09.480 --> 0:01:11.959 kid because we lived in southern Ontario and there was 0:01:12.040 --> 0:01:14.800 just one F one race in Canada. That race was 0:01:14.840 --> 0:01:18.640 in Montreal. A good seven hour drive away. I never 0:01:18.680 --> 0:01:22.320 watched F one race on television either, because we didn't. 0:01:22.040 --> 0:01:22.880 Have a television. 0:01:23.840 --> 0:01:26.360 But what I did have was a subscription to the 0:01:26.360 --> 0:01:29.480 car magazine Road and Track, and Roadent Track took F 0:01:29.520 --> 0:01:33.199 one very seriously. Every month my new issue would arrive, 0:01:33.560 --> 0:01:36.600 I would turn immediately to the long, detailed account of 0:01:36.600 --> 0:01:43.080 that month's race, and I fell in love. It's been 0:01:43.160 --> 0:01:45.800 fifty years, but I can still rattle off the names 0:01:45.800 --> 0:01:48.040 of all the top drivers of that era from memory. 0:01:48.440 --> 0:01:52.360 James Hunt, Mario Andretti, Carlos Pace, Jacques Lafitte, and of 0:01:52.400 --> 0:01:56.360 course the greatest of them all, my adolescent idol, Niki Lauda, 0:01:56.960 --> 0:01:59.920 who won two world championships in the mid nineteen seventies 0:02:00.440 --> 0:02:02.040 with Scuderia Ferrari. 0:02:02.880 --> 0:02:05.919 He was world championship material from the moment he joined 0:02:05.960 --> 0:02:09.120 the Ferrari team. 0:02:09.639 --> 0:02:12.640 There's no question that in seventy five seventy six I 0:02:12.760 --> 0:02:16.680 was really dominating the whole thing without any mistake. So 0:02:16.800 --> 0:02:17.639 I did nothing wrong. 0:02:17.800 --> 0:02:19.680 I mean, this was perfect driving. 0:02:20.360 --> 0:02:22.800 If you had met skinny pre adolescent Malcolm in the 0:02:22.800 --> 0:02:25.960 mid nineteen seventies in rural Ontario, there's a good chance 0:02:25.960 --> 0:02:28.440 you would have seen me in my prize Ferrari T shirt. 0:02:28.880 --> 0:02:32.040 I was a fan, one of what the Italians called tifosi, 0:02:32.440 --> 0:02:35.239 a Ferrari devote, And that's what it meant to be 0:02:35.280 --> 0:02:39.440 a fan fifty years ago, t shirts, magazine stories, and 0:02:39.480 --> 0:02:42.480 a big Nikki Lauta poster on your wall. But what 0:02:42.520 --> 0:02:45.560 does it mean to be a fan today? Today we 0:02:45.600 --> 0:02:48.160 have the Internet and streaming and big data and AI 0:02:48.240 --> 0:02:50.960 and all the other accouterment of the digital age. Is 0:02:51.000 --> 0:03:00.120 there a chance to reinvent the meaning of fandom? My 0:03:00.160 --> 0:03:02.840 name is Malcolm Gladwell. You're listening to the latest episode 0:03:02.880 --> 0:03:05.840 of Smart Talks with IBM, where we offer our listeners 0:03:05.880 --> 0:03:08.440 a glimpse behind the curtain of the world of technology. 0:03:09.200 --> 0:03:11.960 In our first episode, we talked about how an AI 0:03:12.040 --> 0:03:17.720 assistant created with IBM watsonex helps future teachers practice responsive teaching. 0:03:18.160 --> 0:03:21.440 Our second episode was how a custom AI model could 0:03:21.520 --> 0:03:24.600 help Loreel's researchers shape the future of what we put 0:03:24.680 --> 0:03:29.560 on our faces every morning. In this episode, how IBM, 0:03:29.800 --> 0:03:33.239 one of the world's pre eminent technology companies, is joining 0:03:33.280 --> 0:03:35.840 up with one of the world's pre eminent racing brands 0:03:36.200 --> 0:03:44.280 to fundamentally change how fans interact with their favorite team. 0:03:44.600 --> 0:03:48.640 The size of the Scuderia Ferrari HP fan base is staggering. 0:03:49.200 --> 0:03:52.440 Three hundred and ninety six million people around the world 0:03:52.480 --> 0:03:56.720 identify as Ferrari fans. Three hundred and ninety six million. 0:03:57.240 --> 0:03:59.560 The only other fan base is that big belong to 0:03:59.600 --> 0:04:03.480 the icon Premier League Football teams like Manchester United or 0:04:03.560 --> 0:04:07.640 Chelsea FC. I don't believe there is any other Formula 0:04:07.640 --> 0:04:12.000 one team that inspires that kind of devotion. Ferrari's job, then, 0:04:12.120 --> 0:04:15.600 isn't necessarily grow its fan base. Three hundred and ninety 0:04:15.640 --> 0:04:18.680 six million is more than enough fans. Their job is 0:04:18.720 --> 0:04:21.840 to deepen the connection people feel with the scudery A 0:04:21.880 --> 0:04:25.279 Ferrari team. But if I'm Ferrari, how do I find 0:04:25.279 --> 0:04:28.000 out more about who my fans are, what they care about, 0:04:28.320 --> 0:04:30.520 what they want? How do I use my archives and 0:04:30.600 --> 0:04:34.000 data to create experiences that matter to them? How do 0:04:34.080 --> 0:04:36.600 I say to the guy who spent his childhood eagerly 0:04:36.640 --> 0:04:39.880 reading roadent track every month? Here are other ways you 0:04:39.920 --> 0:04:43.160 can get involved with your favorite F one team Today. 0:04:44.120 --> 0:04:47.440 The task of deepening an emotional connection in the digital 0:04:47.480 --> 0:04:52.400 age begins as an information problem, which is where IBM 0:04:52.480 --> 0:04:55.360 comes in. How would you describe what you do. 0:04:56.279 --> 0:04:58.320 I describe it as the probably the best job, but 0:04:58.400 --> 0:04:58.760 I bem. 0:04:59.000 --> 0:05:00.599 Yeah, I was going to say, I was going to 0:05:00.600 --> 0:05:02.640 ask you, do you have the best job at IBM? 0:05:03.600 --> 0:05:04.159 I think so. 0:05:04.800 --> 0:05:07.719 I'm talking to Fred Baker, who leads sports and Entertainment 0:05:07.760 --> 0:05:11.120 for IBM consulting in Europe, the Middle East and Africa. 0:05:11.920 --> 0:05:14.880 You can probably guess from the accent he's from New Zealand. 0:05:15.240 --> 0:05:17.560 We've had a really interesting range of experience over the 0:05:17.640 --> 0:05:20.159 past sort of five six years. We've worked with Premier 0:05:20.240 --> 0:05:23.960 League clubs like Liverpool Football. We've worked with England Rugby 0:05:24.360 --> 0:05:28.120 St Andrews Links. We also globally, we've got a global team, 0:05:28.200 --> 0:05:31.679 so we work with the Masters, the US Open, ESPN, 0:05:31.760 --> 0:05:33.880 Fantasy Football, the Grammys. 0:05:34.279 --> 0:05:36.719 You do the tennis stuff. Is it all under Europe? 0:05:36.800 --> 0:05:38.880 Yeah, so we do Wimbledon as well. Yep, that's under 0:05:38.880 --> 0:05:39.279 my rima. 0:05:39.680 --> 0:05:42.400 If you've ever watched Wimbledon on television, I'm sure you've 0:05:42.400 --> 0:05:45.240 seen at various moments a little IBM logo on the 0:05:45.240 --> 0:05:49.159 bottom of the screen. That's because IBM has been Wimbledon's 0:05:49.200 --> 0:05:54.480 official information technology partner since nineteen ninety, when the idea 0:05:54.520 --> 0:05:57.599 of a collaboration between Ferrari and IBM was first broached. 0:05:58.040 --> 0:06:00.680 Baker actually took people from Ferrari on a tour of 0:06:00.800 --> 0:06:04.000 IBM's Wimbledon operation, just so they could see what a 0:06:04.000 --> 0:06:07.440 tech company like IBM could do for a sports franchise. 0:06:08.240 --> 0:06:08.960 Which Wimbledon. 0:06:09.040 --> 0:06:12.400 Did you take them to last year's champs? 0:06:12.560 --> 0:06:14.520 Tell me what you showed them. 0:06:15.000 --> 0:06:17.560 We take them into what we call the bunker, so 0:06:17.800 --> 0:06:21.360 it's literally underground at the Champs, and showed them how 0:06:21.400 --> 0:06:25.240 we bring everything to life from the data capture off 0:06:25.240 --> 0:06:29.920 the courts, how we real time categorize, serve all those 0:06:29.920 --> 0:06:32.359 points to broadcasters and serve them into the app the 0:06:32.400 --> 0:06:34.760 website for millions of fans around the world. They were 0:06:34.760 --> 0:06:35.680 really impressed by that. 0:06:36.320 --> 0:06:39.560 I'm also impressed by that IBM trained it on the 0:06:39.640 --> 0:06:42.400 language of tennis, and not only the language of tennis, 0:06:42.720 --> 0:06:46.159 but specifically the language of tennis at Wimbledon. 0:06:46.920 --> 0:06:51.359 So it can then decipher what an unforced era or 0:06:51.400 --> 0:06:54.839 a winner or a lob or you know, idiosyncrasies in 0:06:54.839 --> 0:06:56.680 the language. It can decipher all of that, and then 0:06:56.680 --> 0:06:58.800 it can also tell what is a broadcast like to 0:06:58.800 --> 0:07:01.719 talk about that is in to a fan. You know, 0:07:01.839 --> 0:07:04.360 we've trained it so it can not only analyze everything 0:07:04.360 --> 0:07:07.279 going on in the match. It can analyze past performances 0:07:07.320 --> 0:07:12.240 and rationalize results based on conditions or form and then 0:07:12.280 --> 0:07:14.520 make predictions that fans can learn from. But it can 0:07:14.560 --> 0:07:19.480 also pull out on the spot really interesting milestones, moments, 0:07:19.560 --> 0:07:21.960 data points that then come out of the mouth of 0:07:22.000 --> 0:07:22.600 a broadcaster. 0:07:23.480 --> 0:07:26.080 IBM is running an AI model that has been trained 0:07:26.160 --> 0:07:29.320 on huge amounts of tennis data in order to give 0:07:29.400 --> 0:07:33.040 human broadcasters ideas on what they can talk about. And 0:07:33.080 --> 0:07:36.800 it all takes place underground, right near the courts. 0:07:37.280 --> 0:07:41.160 It's literally like it's the underground floor of the broadcast 0:07:41.200 --> 0:07:44.200 center at Wimbledon. It's literally almost under the courts. 0:07:44.440 --> 0:07:46.000 Is IBM got the entire bunker? 0:07:46.720 --> 0:07:47.160 Yeah? 0:07:47.240 --> 0:07:48.640 How big is the room? 0:07:49.960 --> 0:07:52.000 I'm sure our team would like it to be bigger, 0:07:52.040 --> 0:07:56.040 but it's big enough. There's probably thirty forty IBM is 0:07:56.080 --> 0:08:00.760 down there. Man. Seeing it live is just impressive when 0:08:00.800 --> 0:08:04.440 you see how much work and intelligence goes on to 0:08:04.520 --> 0:08:06.960 then make an end experience for a fan that is 0:08:07.680 --> 0:08:11.520 really beautiful and representative of their brand and tradition. 0:08:12.520 --> 0:08:16.120 IBM's goal in taking Ferrari to the Wimbledon bunker was 0:08:16.160 --> 0:08:18.600 to show them what it looks like to harness the 0:08:18.600 --> 0:08:21.600 power of data and how this could help shape Scuderia 0:08:21.640 --> 0:08:26.320 Ferrari's fan and digital experiences. Could AI learn the language 0:08:26.560 --> 0:08:30.040 of Scuderia Ferrari. What was the original app like before 0:08:30.080 --> 0:08:33.880 IBM got involved. I'm speaking with Stefano Pollard, who runs 0:08:33.920 --> 0:08:36.200 fan development for Ferrari's f one team. 0:08:36.360 --> 0:08:39.760 It was quite a good app, a very good digital product, 0:08:39.760 --> 0:08:43.320 but just an editorial product. So we were providing fans 0:08:43.600 --> 0:08:47.320 news and videos, articles and it was mainly about that. 0:08:48.040 --> 0:08:51.080 The strategy and the idea was trying to use the 0:08:51.120 --> 0:08:54.839 app to have a deeper connection and interaction with our fans, 0:08:54.880 --> 0:08:59.520 make it more interactive. So turning it from an editorial product, 0:08:59.760 --> 0:09:02.760 which was a very good editorial product, to a more 0:09:03.120 --> 0:09:05.320 interactive product, digital product. 0:09:05.160 --> 0:09:08.560 With such a massive undertaking. I asked Stephen how it 0:09:08.600 --> 0:09:10.960 all started once IBM got involved. 0:09:11.840 --> 0:09:14.720 We started really with a very long couple of months 0:09:14.720 --> 0:09:18.480 of discovery phase. So looking at the current app, looking 0:09:18.520 --> 0:09:21.640 at fans, looking at what fans wanted from an app. 0:09:21.920 --> 0:09:23.800 Tell me a little bit more about that phrase something 0:09:23.840 --> 0:09:26.680 a fan wanted, What is it that the super fan 0:09:27.840 --> 0:09:31.560 wasn't getting before? That was something that would tie them 0:09:31.559 --> 0:09:32.960 even closer to Ferrari. 0:09:33.240 --> 0:09:38.040 Having run some focused group, having having read that market research, 0:09:38.080 --> 0:09:40.920 having spoken to fans, and being a fan. The strongest 0:09:41.040 --> 0:09:44.880 inside is feridy. Fans and super fans want to be 0:09:45.040 --> 0:09:48.200 part of something, want to belong to something, so they 0:09:48.240 --> 0:09:50.679 want to be part of a community, and ultimately they 0:09:50.679 --> 0:09:53.880 want to be part of a winning team, so they 0:09:53.920 --> 0:09:56.679 want to feel closer and get access. 0:10:01.320 --> 0:10:05.000 The way Stefano side. The opportunity wasn't with race days 0:10:05.520 --> 0:10:07.960 when the cars are on the track, the tafosi are 0:10:08.000 --> 0:10:11.280 already locked in, but there was an opportunity to engage 0:10:11.280 --> 0:10:14.360 Ferrari fans on the other days of the week or 0:10:14.440 --> 0:10:15.400 during the off season. 0:10:15.760 --> 0:10:19.200 Formula One is so much more than just the race. 0:10:19.520 --> 0:10:20.760 This is Fred Baker again. 0:10:21.040 --> 0:10:24.800 What we can do is relive the race and bring 0:10:24.840 --> 0:10:28.040 it to life after the fact. We can help them prepare, 0:10:28.080 --> 0:10:30.000 we can help them relive the past, and we can 0:10:30.040 --> 0:10:33.200 also bring the experience around race weekend to life as well. 0:10:33.760 --> 0:10:36.720 That of course, maybe wonder how do you engage fans 0:10:36.760 --> 0:10:40.640 when there's not a race happening. Baker says it all 0:10:40.640 --> 0:10:44.480 comes back to data and information. Talk a little bit 0:10:44.440 --> 0:10:47.240 about data collection, because you're talking about a brand with 0:10:47.880 --> 0:10:50.400 tentacles everywhere, and you're trying to bring a lot of 0:10:50.440 --> 0:10:51.680 that stuff together in the app. 0:10:52.200 --> 0:10:55.440 This is an organization that has for decades used data 0:10:55.800 --> 0:10:59.960 for racing the performance, it's not historically used that data 0:11:00.360 --> 0:11:04.080 for everyone in the world to see. What we're trying 0:11:04.120 --> 0:11:05.560 to do is expose as much of it as we 0:11:05.600 --> 0:11:08.360 can to fans. So part of collecting the data, the 0:11:08.440 --> 0:11:10.880 challenge with around how you go across all the disparate 0:11:11.040 --> 0:11:14.920 different groups that collect data for different purposes. The team 0:11:14.960 --> 0:11:17.480 that collects data on tires, the team that has data 0:11:17.559 --> 0:11:20.920 on drivers, on whether or on competitors, and so on. 0:11:21.600 --> 0:11:23.760 So you're trying to bring all that together and source 0:11:23.800 --> 0:11:26.720 it and make sense of it and train our AI 0:11:26.800 --> 0:11:30.440 to understand what it means, what things on team radio mean, 0:11:30.640 --> 0:11:35.160 what nicknames mean, what abbreviations and slang and idiosyncrasies on 0:11:35.640 --> 0:11:38.960 car specifics and track specifics and so on mean. And 0:11:39.000 --> 0:11:42.679 you're also trying to design for something that is going 0:11:42.720 --> 0:11:47.120 to be fan engaging but also appropriate to all the 0:11:47.160 --> 0:11:51.720 sensitivities of the privacy that's necessary. So you want it 0:11:51.760 --> 0:11:53.480 to be able to do all of that, collect all 0:11:53.480 --> 0:11:56.160 the data, produce something for fans in an automated way. 0:11:57.120 --> 0:12:00.800 But in order to design something to expertly engage the tafosi, 0:12:01.200 --> 0:12:04.600 it's necessary to understand more about the passion and the 0:12:04.640 --> 0:12:08.959 type of national identity behind the fan base. You need 0:12:09.160 --> 0:12:12.800 to get inside the mind of the super fan. If 0:12:12.840 --> 0:12:15.040 you wanted to meet some modern day tafosi in the 0:12:15.120 --> 0:12:17.720 United States, you could head to a bar in Midtown 0:12:17.760 --> 0:12:22.200 Manhattan called Fela. Every race day, Formula One fans gathered 0:12:22.240 --> 0:12:25.600 Feala to cheer on their favorite drivers, their favorite teams, 0:12:25.640 --> 0:12:31.079 and I mean really cheer. I sent our producer Jake 0:12:31.120 --> 0:12:33.760 Harper to Feala on the day of the Canadian Grand 0:12:33.800 --> 0:12:36.880 Prix so you could see the fandom up close. The 0:12:36.920 --> 0:12:39.840 bar gets loud and so crowded it's hard to move. 0:12:40.440 --> 0:12:43.960 Today the room is packed with Scuderia Ferrari HP fans. 0:12:44.280 --> 0:12:45.760 Even your glasses are Ferrari. 0:12:45.840 --> 0:12:48.040 I just noticed that Jake talked to a Ferrari fan 0:12:48.120 --> 0:12:51.600 named Gino who was dressed head to toe in Ferrari's 0:12:51.640 --> 0:12:53.400 signature red and black. 0:12:53.320 --> 0:12:54.960 And my shoes are Ferraria. 0:12:55.480 --> 0:12:56.280 Fully checked out. 0:12:56.360 --> 0:12:58.120 They were making fun of me last time I was here. 0:12:58.160 --> 0:13:01.680 They're like, is your underwear Ferrari? I texted my girlfriend, like, Babe, 0:13:01.720 --> 0:13:03.080 I need Ferrari underwear. 0:13:03.960 --> 0:13:04.600 Did you get it? 0:13:04.679 --> 0:13:06.680 Not yet? Not yet, I'll work on it. 0:13:07.160 --> 0:13:09.800 Gino's fandom started with Ferrari as a brand. 0:13:10.720 --> 0:13:11.600 I love the cars. 0:13:11.720 --> 0:13:13.800 I think the four fifty eight Scoodaria is like the 0:13:13.840 --> 0:13:15.680 pinnacle of automotive engineering. 0:13:15.760 --> 0:13:18.200 That's my dream car. The four point thirty with the 0:13:18.240 --> 0:13:21.160 glass house for the engine. I mean, that's They're all gorgeous. 0:13:21.480 --> 0:13:24.160 It's always been an aspiration of mine to own one, 0:13:25.040 --> 0:13:27.040 so that naturally. 0:13:26.640 --> 0:13:28.360 Made me gravitate towards Ferrari. 0:13:28.760 --> 0:13:32.120 Even when the company I worked for a sponsored AMG Petronis, 0:13:32.600 --> 0:13:38.679 I was secretly like hiding my taphosi at the races, like. 0:13:38.800 --> 0:13:41.880 Clark Kenton Superman. You're just hiding the uniform underneath. 0:13:41.960 --> 0:13:43.520 I love that. I love that. Yeah, I was wearing 0:13:43.520 --> 0:13:45.280 a Ferrari shirt underneath my suit. 0:13:45.960 --> 0:13:48.400 In one sense, Gino is typical of what Ferrari has 0:13:48.480 --> 0:13:51.160 learned about its followers. A lot of F one fans, 0:13:51.440 --> 0:13:55.439 especially newer fans, are fans of drivers, but the tafosi 0:13:55.960 --> 0:13:59.200 love Ferrari. It's the oldest brand in Formula One, the 0:13:59.240 --> 0:14:01.800 only team that is stuck around since the series was 0:14:01.840 --> 0:14:05.920 founded in nineteen fifty. But in another sense, Gino is 0:14:06.000 --> 0:14:08.840 not typical. He lives in New York. He can go 0:14:08.920 --> 0:14:11.400 to Fala to celebrate F one with other tefosi. 0:14:11.600 --> 0:14:14.600 I'm a big racing fan, and coming to this bar, 0:14:15.400 --> 0:14:17.080 I found a bunch of people that were in a 0:14:17.360 --> 0:14:17.680 F one. 0:14:17.720 --> 0:14:18.360 Now I'm at this. 0:14:18.360 --> 0:14:22.160 Bar every weekend just about with four or five friends 0:14:22.160 --> 0:14:23.600 that I made just through racings. 0:14:25.120 --> 0:14:27.800 But lots and lots of Scuderia Ferraris three hundred and 0:14:27.880 --> 0:14:30.680 ninety six million fans don't live in a big city 0:14:30.680 --> 0:14:33.440 with a Ferrari bar, and lots of those three hundred 0:14:33.440 --> 0:14:36.240 and ninety six million fans aren't the kind of hardcore 0:14:36.320 --> 0:14:38.880 fan who dressed head to toe in Ferrari's signature red 0:14:38.920 --> 0:14:43.840 and black. A group that large is diverse, necessarily, and 0:14:43.880 --> 0:14:46.360 one of the first tasks that IBM and Ferrari set 0:14:46.360 --> 0:14:49.400 out to do was to understand the full range of 0:14:49.440 --> 0:14:54.560 the tafosi phenomenon. People like Gino hardcore fans. They were easy, 0:14:54.800 --> 0:14:57.920 They would follow Scuderia Ferrari HB anywhere it wanted to go. 0:14:58.480 --> 0:15:02.000 But who else was out there? The most interesting addition 0:15:02.280 --> 0:15:04.600 to the F one fan base were those who watched 0:15:04.600 --> 0:15:09.840 the phenomenally successful Netflix documentary Drive to Survive. These tended 0:15:09.880 --> 0:15:13.800 to be newcomers to the sport, more Americans than Europeans. 0:15:14.360 --> 0:15:18.560 What was their emotional perspective? What did they want? Here's 0:15:18.600 --> 0:15:21.360 Fred Baker again, the guy with the coolest job at IBM. 0:15:21.600 --> 0:15:23.320 If I'm a passionate fan, I want to read a 0:15:23.360 --> 0:15:26.440 totally different thing on the app to a casual fan 0:15:26.480 --> 0:15:30.000 who is of the Netflix drive to Survive generation versus 0:15:30.480 --> 0:15:32.600 you know, some really niche personas that we found that 0:15:32.880 --> 0:15:36.120 are super interested but don't find it accessible yet until 0:15:36.160 --> 0:15:39.080 we start to deliver to quite different needs that they have. 0:15:39.320 --> 0:15:42.440 Working with IBM WATSONEX, Baker and his team began to 0:15:42.480 --> 0:15:47.560 develop personas archetypes of all the possible kinds of Ferrari fans, 0:15:48.120 --> 0:15:50.360 because if Ferrari wanted to get better at talking to 0:15:50.400 --> 0:15:53.600 their fans, they had to understand who the fans were, 0:15:54.240 --> 0:15:57.960 and the personas are helping Ferrari and IBM create an 0:15:58.000 --> 0:16:01.800 app that caters to the tafosi in all their iterations. 0:16:02.960 --> 0:16:05.280 How many personas did you come up with? 0:16:05.960 --> 0:16:08.240 I think we had over ten in the end, maybe 0:16:08.280 --> 0:16:10.840 a dozen. And this is different, yeah, archetypes of people. 0:16:10.840 --> 0:16:13.560 Even that process is helped by AI, so we train 0:16:13.640 --> 0:16:16.480 AI to help us develop out a persona. We can 0:16:16.520 --> 0:16:20.840 get really detailed as to what each archetype is and 0:16:20.880 --> 0:16:24.160 their hobbies and backgrounds and so on. So our own 0:16:24.160 --> 0:16:28.120 watsonex helped us in developing those personas, like our research 0:16:28.440 --> 0:16:31.800 helped us uncover a segment of middle aged women in 0:16:31.880 --> 0:16:35.920 China who Ferrari is a real status symbol and they're 0:16:35.960 --> 0:16:38.480 really interested in the Scuderia Ferrari brand and now they 0:16:38.520 --> 0:16:42.680 can engage more with it, but it wasn't yet accessible 0:16:42.760 --> 0:16:44.880 or inclusive enough for them to feel comfortable doing so. 0:16:45.120 --> 0:16:48.720 Real spectrums of fans across those dozen personas that we 0:16:48.760 --> 0:16:49.720 had to design for. 0:16:50.360 --> 0:16:54.440 Give me some more examples of personas. Can you give 0:16:54.440 --> 0:16:55.840 you a couple more just so get a flavor? 0:16:56.000 --> 0:16:58.080 Yeah? Sure. So. The other obvious one is the Drive 0:16:58.120 --> 0:17:01.360 to Survive fan and that they're probably not a diehard 0:17:01.600 --> 0:17:03.760 all their lives Scuterier Ferrari fan, but they've really got 0:17:03.760 --> 0:17:06.200 into the more social side of formula one that's been 0:17:06.680 --> 0:17:09.520 born out of the really popular series Drive to Survive 0:17:09.600 --> 0:17:12.680 on Netflix. You then have gamer personas who are into 0:17:13.400 --> 0:17:17.159 esports is growing massively in motorsport, and they're probably not 0:17:17.200 --> 0:17:19.600 necessarily into the real life racing quite so much, but 0:17:19.600 --> 0:17:21.520 they're certainly into gaming, So how do you appeal to 0:17:21.560 --> 0:17:24.040 them then casual fans who are sort of into the 0:17:24.119 --> 0:17:27.359 luxury of scudo Ferrari but not the sport necessarily do 0:17:27.480 --> 0:17:30.760 the personas have names? Yeah, I mean we give them 0:17:30.840 --> 0:17:34.360 human names. So we had a Max, we had a Alfonso. 0:17:34.600 --> 0:17:35.960 I think we had a Pedro. 0:17:36.760 --> 0:17:38.359 Two women in China. 0:17:38.560 --> 0:17:40.760 Is she watching F one or is she interested more 0:17:40.800 --> 0:17:42.359 in the brand and what it signifies? 0:17:42.520 --> 0:17:45.119 Yeah, more in the brand and being part of a community. 0:17:45.440 --> 0:17:48.080 If I'm that persona in China, then I probably don't 0:17:48.080 --> 0:17:52.280 feel like I belong to it truly yet, but I'd 0:17:52.280 --> 0:17:54.120 love to feel like I do, so I could start 0:17:54.160 --> 0:17:56.600 to become a part of a digital community, learn more 0:17:56.640 --> 0:18:01.119 about the brand, probably get access to exclusive merchandise, or 0:18:01.880 --> 0:18:04.800 you know, if I can't necessarily own a Ferrari car, 0:18:04.800 --> 0:18:07.119 which let's face it, not many people can. And if 0:18:07.119 --> 0:18:09.000 we're relyinged only on the people who can own a car, 0:18:09.040 --> 0:18:11.320 then we're probably not going to get much engagement. So 0:18:11.359 --> 0:18:13.760 how do we make others feel that they're still a 0:18:13.800 --> 0:18:15.359 part of that community. 0:18:16.119 --> 0:18:17.800 This is what I mean when I say the task 0:18:17.880 --> 0:18:20.520 of relating to the Ferrari fan base is a data 0:18:20.640 --> 0:18:25.360 and information problem. It's about collecting, organizing, and analyzing the 0:18:25.359 --> 0:18:29.000 needs and wants of an enormous pool of people and 0:18:29.080 --> 0:18:32.520 speaking to each of them in their own emotional language. 0:18:34.040 --> 0:18:36.960 Giving all the work Fred put into understanding Ferrari's fan base, 0:18:37.400 --> 0:18:40.480 I was curious to know how his framework would categorize me. 0:18:41.600 --> 0:18:44.439 I want to figure out which persona I am. So 0:18:44.680 --> 0:18:47.399 I'll describe to you my relationship to Ferrari and you 0:18:47.480 --> 0:18:52.920 tell me so what I am is a huge car, 0:18:53.119 --> 0:18:59.199 not so like all cars. Yeah, obsessively collect on a 0:18:59.280 --> 0:19:05.280 very limited stage vintage cars, read serious car magazines, spend 0:19:05.280 --> 0:19:08.040 a lot of time my car websites. Have a historical 0:19:08.080 --> 0:19:10.480 relationship to have one. Because I grew up with Nikki 0:19:10.560 --> 0:19:15.480 Lauda battling James Hunt in loudest for our years. I 0:19:15.520 --> 0:19:19.480 have a grit nostalgic connection. Went to Italy with my 0:19:19.720 --> 0:19:23.199 nephew and went to the Ferrari factory and rented one 0:19:23.240 --> 0:19:26.760 of those to drive around, you know, and. 0:19:26.760 --> 0:19:27.960 I follow that F one. But I wouldn't. 0:19:28.000 --> 0:19:30.320 I would don't think I would ever go to an 0:19:30.480 --> 0:19:33.040 I wouldn't fly to Miami for F one. Miami, I 0:19:33.040 --> 0:19:36.399 wouldn't go that far, and I don't have time to 0:19:36.440 --> 0:19:38.720 watch a F one on TV on a regular basis, 0:19:39.160 --> 0:19:43.119 but I'm interested. And I have a red Frari T 0:19:43.240 --> 0:19:46.000 shirt which I've been known to wear, and if you, 0:19:46.320 --> 0:19:48.320 if I ever got really rich, would I buy it 0:19:48.359 --> 0:19:48.560 for Aur? 0:19:48.720 --> 0:19:48.880 Yes? 0:19:48.920 --> 0:19:49.240 I would. 0:19:49.880 --> 0:19:53.440 Okay, So where am I? Where am I in your breakdown? 0:19:53.720 --> 0:19:57.200 Yeah? I think you're probably a combination of the I 0:19:57.200 --> 0:20:00.760 think it's casual loyalist. It's not going to not going 0:20:00.840 --> 0:20:03.840 to overtly go out of their way to sort of 0:20:03.880 --> 0:20:05.879 spend money on the racing, but they are loyal to 0:20:05.920 --> 0:20:08.600 the Ferrari brand and they have nostalgia with it or 0:20:08.640 --> 0:20:11.240 whatever it might be. And then the luxury enthusiasts as well, 0:20:11.400 --> 0:20:14.840 so and that type of fan. You're right, We're probably 0:20:14.840 --> 0:20:16.680 not going to engage you by doing a ton more 0:20:16.720 --> 0:20:19.320 on race weekend, but we can engage you by bringing 0:20:20.119 --> 0:20:25.600 this hugely rich amount of archive material, footage, feelings and 0:20:26.200 --> 0:20:31.160 past drivers of yesteryear, by bringing them to life. 0:20:36.680 --> 0:20:41.399 In zero an app that you saw another brand doing 0:20:41.800 --> 0:20:43.600 that served as a kind of model. I don't mean 0:20:43.640 --> 0:20:47.159 within F one, I'm talking about it from any other film. 0:20:47.400 --> 0:20:48.040 On top of. 0:20:47.960 --> 0:20:53.760 Being a very sport passionate. I'm, let's say, a marketing passionate, 0:20:53.840 --> 0:20:57.520 a digital passionate guy. So I have a lot of apps, 0:20:57.600 --> 0:20:59.680 and he also for my job. I tried to look 0:20:59.680 --> 0:21:01.600 at the and different apps. 0:21:01.760 --> 0:21:04.800 As we were talking, I was thinking about Strava. I'm 0:21:04.840 --> 0:21:07.680 a huge Stravahead. It's my favorite app. If you don't 0:21:07.720 --> 0:21:10.760 already know, Strava is used by millions of active people 0:21:10.800 --> 0:21:13.320 around the world. I'm a runner, and the app shows 0:21:13.359 --> 0:21:16.160 me a map of where I went, how fast I ran, 0:21:16.600 --> 0:21:18.679 what my heart ray was, what the weather was, on 0:21:18.760 --> 0:21:19.120 and on. 0:21:19.400 --> 0:21:21.240 Are you're a cyclostore runner, I'm a runner. 0:21:21.240 --> 0:21:21.800 I'm a runner. 0:21:22.040 --> 0:21:26.120 I run marathons and ultra marathons. I did let's see 0:21:26.160 --> 0:21:27.280 one hundred kilometers. 0:21:27.400 --> 0:21:31.200