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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. That race was
Speaker 3: in Montreal. A good seven hour drive away. I never
Speaker 3: watched F one race on television either, because we didn't.
Speaker 4: Have a television.
Speaker 3: But what I did have was a subscription to the
Speaker 3: car magazine Road and Track, and Roadent Track took F
Speaker 3: one very seriously. Every month my new issue would arrive,
Speaker 3: I would turn immediately to the long, detailed account of
Speaker 3: that month's race, and I fell in love. It's been
Speaker 3: fifty years, but I can still rattle off the names
Speaker 3: of all the top drivers of that era from memory.
Speaker 3: James Hunt, Mario Andretti, Carlos Pace, Jacques Lafitte, and of
Speaker 3: course the greatest of them all, my adolescent idol, Niki Lauda,
Speaker 3: who won two world championships in the mid nineteen seventies
Speaker 3: with Scuderia Ferrari.
Speaker 4: He was world championship material from the moment he joined
Speaker 4: the Ferrari team.
Speaker 2: There's no question that in seventy five seventy six I
Speaker 2: was really dominating the whole thing without any mistake. So
Speaker 2: I did nothing wrong.
Speaker 5: 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 Lauta poster on your wall. But what
Speaker 3: does it mean to be a fan today? Today we
Speaker 3: have the Internet and streaming and big data and AI
Speaker 3: and all the other accouterment of the digital age. Is
Speaker 3: there a chance to reinvent the meaning of fandom? My
Speaker 3: name is Malcolm Gladwell. You're listening to the latest episode
Speaker 3: of Smart Talks with IBM, where we offer our listeners
Speaker 3: a glimpse behind the curtain of the world of technology.
Speaker 3: In our first episode, we talked about how an AI
Speaker 3: assistant created with IBM watsonex helps future teachers practice responsive teaching.
Speaker 3: Our second episode was how a custom AI model could
Speaker 3: help Loreel's researchers shape the future of what we put
Speaker 3: on our faces every morning. In this episode, how IBM,
Speaker 3: one of the world's pre eminent technology companies, is joining
Speaker 3: up with one of the world's pre eminent racing brands
Speaker 3: to fundamentally change how fans interact with their favorite team.
Speaker 3: The size of the Scuderia Ferrari HP fan base is staggering.
Speaker 3: Three hundred and ninety six million people around the world
Speaker 3: identify as Ferrari fans. Three hundred and ninety six million.
Speaker 3: The only other fan base is that big belong to
Speaker 3: the icon Premier League Football teams like Manchester United or
Speaker 3: Chelsea FC. I don't believe there is any other Formula
Speaker 3: one team that inspires that kind of devotion. Ferrari's job, then,
Speaker 3: isn't necessarily grow its fan base. Three hundred and ninety
Speaker 3: six million is more than enough fans. Their job is
Speaker 3: to deepen the connection people feel with the scudery A
Speaker 3: Ferrari team. But if I'm Ferrari, how do I find
Speaker 3: out more about who my fans are, what they care about,
Speaker 3: what they want? How do I use my archives and
Speaker 3: data to create experiences that matter to them? How do
Speaker 3: I say to the guy who spent his childhood eagerly
Speaker 3: reading roadent track every month? Here are other ways you
Speaker 3: can get involved with your favorite F one team Today.
Speaker 3: The task of deepening an emotional connection in the digital
Speaker 3: age begins as an information problem, which is where IBM
Speaker 3: comes in. How would you describe what you do.
Speaker 6: I describe it as the probably the best job, but
Speaker 6: I bem.
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 6: 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 from New Zealand.
Speaker 6: We've had a really interesting range of experience over the
Speaker 6: past sort of five six years. We've worked with Premier
Speaker 6: League clubs like Liverpool Football. We've worked with England Rugby
Speaker 6: St Andrews Links. We also globally, we've got a global team,
Speaker 6: so we work with the Masters, the US Open, ESPN,
Speaker 6: Fantasy Football, the Grammys.
Speaker 4: You do the tennis stuff. Is it all under Europe?
Speaker 6: Yeah, so we do Wimbledon as well. Yep, that's under
Speaker 6: my rima.
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 was first broached.
Speaker 3: Baker actually took people from Ferrari on a tour of
Speaker 3: IBM's Wimbledon operation, just so they could see what a
Speaker 3: tech company like IBM could do for a sports franchise.
Speaker 4: Which Wimbledon.
Speaker 6: Did you take them to last year's champs?
Speaker 3: Tell me what you showed them.
Speaker 6: We take them into what we call the bunker, so
Speaker 6: it's literally underground at the Champs, and showed them how
Speaker 6: we bring everything to life from the data capture off
Speaker 6: the courts, how we real time categorize, serve all those
Speaker 6: points to broadcasters and serve them into the app the
Speaker 6: website for millions of fans around the world. They were
Speaker 6: really impressed by that.
Speaker 3: I'm also impressed by that IBM trained it on the
Speaker 3: language of tennis, and not only the language of tennis,
Speaker 3: but specifically the language of tennis at Wimbledon.
Speaker 6: So it can then decipher what an unforced era or
Speaker 6: a winner or a lob or you know, idiosyncrasies in
Speaker 6: the language. It can decipher all of that, and then
Speaker 6: it can also tell what is a broadcast like to
Speaker 6: talk about that is in to a fan. You know,
Speaker 6: we've trained it so it can not only analyze everything
Speaker 6: going on in the match. It can analyze past performances
Speaker 6: and rationalize results based on conditions or form and then
Speaker 6: make predictions that fans can learn from. But it can
Speaker 6: also pull out on the spot really interesting milestones, moments,
Speaker 6: data points that then come out of the mouth of
Speaker 6: 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 6: It's literally like it's the underground floor of the broadcast
Speaker 6: center at Wimbledon. It's literally almost under the courts.
Speaker 4: Is IBM got the entire bunker?
Speaker 6: Yeah?
Speaker 4: How big is the room?
Speaker 6: I'm sure our team would like it to be bigger,
Speaker 6: but it's big enough. There's probably thirty forty IBM is
Speaker 6: down there. Man. Seeing it live is just impressive when
Speaker 6: you see how much work and intelligence goes on to
Speaker 6: then make an end experience for a fan that is
Speaker 6: 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: Ferrari's 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 7: It was quite a good app, a very good digital product,
Speaker 7: but just an editorial product. So we were providing fans
Speaker 7: news and videos, articles and it was mainly about that.
Speaker 7: The strategy and the idea was trying to use the
Speaker 7: app to have a deeper connection and interaction with our fans,
Speaker 7: make it more interactive. So turning it from an editorial product,
Speaker 7: which was a very good editorial product, to a more
Speaker 7: 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 7: We started really with a very long couple of months
Speaker 7: of discovery phase. So looking at the current app, looking
Speaker 7: 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 7: Having run some focused group, having having read that market research,
Speaker 7: having spoken to fans, and being a fan. The strongest
Speaker 7: inside is feridy. Fans and super fans want to be
Speaker 7: part of something, want to belong to something, so they
Speaker 7: want to be part of a community, and ultimately they
Speaker 7: want to be part of a winning team, so they
Speaker 7: want to feel closer and get access.
Speaker 3: The way Stefano side. 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 6: Formula One is so much more than just the race.
Speaker 4: This is Fred Baker again.
Speaker 6: What we can do is relive the race and bring
Speaker 6: it to life after the fact. We can help them prepare,
Speaker 6: we can help them relive the past, and we can
Speaker 6: 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 bit
Speaker 3: about data collection, because you're talking about a brand with
Speaker 3: tentacles everywhere, and you're trying to bring a lot of
Speaker 3: that stuff together in the app.
Speaker 6: This is an organization that has for decades used data
Speaker 6: for racing the performance, it's not historically used that data
Speaker 6: for everyone in the world to see. What we're trying
Speaker 6: to do is expose as much of it as we
Speaker 6: can to fans. So part of collecting the data, the
Speaker 6: challenge with around how you go across all the disparate
Speaker 6: different groups that collect data for different purposes. The team
Speaker 6: that collects data on tires, the team that has data
Speaker 6: on drivers, on whether or on competitors, and so on.
Speaker 6: So you're trying to bring all that together and source
Speaker 6: it and make sense of it and train our AI
Speaker 6: to understand what it means, what things on team radio mean,
Speaker 6: what nicknames mean, what abbreviations and slang and idiosyncrasies on
Speaker 6: car specifics and track specifics and so on mean. And
Speaker 6: you're also trying to design for something that is going
Speaker 6: to be fan engaging but also appropriate to all the
Speaker 6: sensitivities of the privacy that's necessary. So you want it
Speaker 6: to be able to do all of that, collect all
Speaker 6: the data, produce something for fans in an automated way.
Speaker 3: But in order to design something to expertly engage the tafosi,
Speaker 3: it's necessary to understand more about the passion and the
Speaker 3: type of national identity behind the fan base. You need
Speaker 3: to get inside the mind of the super fan. If
Speaker 3: you wanted to meet some modern day tafosi in the
Speaker 3: United States, you could head to a bar in Midtown
Speaker 3: Manhattan called Fela. Every race day, Formula One fans gathered
Speaker 3: Feala to cheer on their favorite drivers, their favorite teams,
Speaker 3: and I mean really cheer. I sent our producer Jake
Speaker 3: Harper to Feala on the day of the Canadian Grand
Speaker 3: Prix so you could see the fandom up close. The
Speaker 3: bar gets loud and so crowded it's hard to move.
Speaker 3: Today the room is packed with Scuderia Ferrari HP fans.
Speaker 6: 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 8: And my shoes are Ferraria.
Speaker 6: Fully checked out.
Speaker 5: They were making fun of me last time I was here.
Speaker 5: They're like, is your underwear Ferrari? I texted my girlfriend, like, Babe,
Speaker 5: I need Ferrari underwear.
Speaker 6: Did you get it?
Speaker 8: Not yet? Not yet, I'll work on it.
Speaker 3: Gino's fandom started with Ferrari as a brand.
Speaker 8: I love the cars.
Speaker 5: I think the four fifty eight Scoodaria is like the
Speaker 5: pinnacle of automotive engineering.
Speaker 8: That's my dream car. The four point thirty with the
Speaker 8: glass house for the engine. I mean, that's They're all gorgeous.
Speaker 5: It's always been an aspiration of mine to own one,
Speaker 5: so that naturally.
Speaker 8: Made me gravitate towards Ferrari.
Speaker 5: Even when the company I worked for a sponsored AMG Petronis,
Speaker 5: I was secretly like hiding my taphosi at the races, like.
Speaker 6: Clark Kenton Superman. You're just hiding the uniform underneath.
Speaker 8: I love that. I love that. Yeah, I was wearing
Speaker 8: 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 is 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 tefosi.
Speaker 5: I'm a big racing fan, and coming to this bar,
Speaker 5: I found a bunch of people that were in a
Speaker 5: F one.
Speaker 8: Now I'm at this.
Speaker 5: Bar every weekend just about with four or five friends
Speaker 5: 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 3: But who else was out there? The most interesting addition
Speaker 3: to the F one fan base were those who watched
Speaker 3: the phenomenally successful Netflix documentary Drive to Survive. These tended
Speaker 3: 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 6: If I'm a passionate fan, I want to read a
Speaker 6: totally different thing on the app to a casual fan
Speaker 6: who is of the Netflix drive to Survive generation versus
Speaker 6: you know, some really niche personas that we found that
Speaker 6: are super interested but don't find it accessible yet until
Speaker 6: 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 iterations.
Speaker 4: How many personas did you come up with?
Speaker 6: I think we had over ten in the end, maybe
Speaker 6: a dozen. And this is different, yeah, archetypes of people.
Speaker 6: Even that process is helped by AI, so we train
Speaker 6: AI to help us develop out a persona. We can
Speaker 6: get really detailed as to what each archetype is and
Speaker 6: their hobbies and backgrounds and so on. So our own
Speaker 6: watsonex helped us in developing those personas, like our research
Speaker 6: helped us uncover a segment of middle aged women in
Speaker 6: China who Ferrari is a real status symbol and they're
Speaker 6: really interested in the Scuderia Ferrari brand and now they
Speaker 6: can engage more with it, but it wasn't yet accessible
Speaker 6: or inclusive enough for them to feel comfortable doing so.
Speaker 6: Real spectrums of fans across those dozen personas that we
Speaker 6: had to design for.
Speaker 3: Give me some more examples of personas. Can you give
Speaker 3: you a couple more just so get a flavor?
Speaker 6: Yeah? Sure. So. The other obvious one is the Drive
Speaker 6: to Survive fan and that they're probably not a diehard
Speaker 6: all their lives Scuterier Ferrari fan, but they've really got
Speaker 6: into the more social side of formula one that's been
Speaker 6: born out of the really popular series Drive to Survive
Speaker 6: on Netflix. You then have gamer personas who are into
Speaker 6: esports is growing massively in motorsport, and they're probably not
Speaker 6: necessarily into the real life racing quite so much, but
Speaker 6: they're certainly into gaming, So how do you appeal to
Speaker 6: them then casual fans who are sort of into the
Speaker 6: luxury of scudo Ferrari but not the sport necessarily do
Speaker 6: the personas have names? Yeah, I mean we give them
Speaker 6: human names. So we had a Max, we had a Alfonso.
Speaker 6: I think we had a Pedro.
Speaker 4: Two women in China.
Speaker 3: Is she watching F one or is she interested more
Speaker 3: in the brand and what it signifies?
Speaker 6: Yeah, more in the brand and being part of a community.
Speaker 6: If I'm that persona in China, then I probably don't
Speaker 6: feel like I belong to it truly yet, but I'd
Speaker 6: love to feel like I do, so I could start
Speaker 6: to become a part of a digital community, learn more
Speaker 6: about the brand, probably get access to exclusive merchandise, or
Speaker 6: you know, if I can't necessarily own a Ferrari car,
Speaker 6: which let's face it, not many people can. And if
Speaker 6: we're relyinged only on the people who can own a car,
Speaker 6: then we're probably not going to get much engagement. So
Speaker 6: how do we make others feel that they're still a
Speaker 6: 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 3: Giving all the work Fred put into understanding Ferrari's fan base,
Speaker 3: I was curious to know how his framework would categorize me.
Speaker 3: I want to figure out which persona I am. So
Speaker 3: I'll describe to you my relationship to Ferrari and you
Speaker 3: 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 vintage cars, read serious car magazines, spend
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: Lauda battling James Hunt in loudest for our years. I
Speaker 3: have a grit 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.
Speaker 4: I follow that F one. 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. Miami, I
Speaker 3: wouldn't go that far, and I don't have time to
Speaker 3: watch a F one on TV on a regular basis,
Speaker 3: but I'm interested. And I have a red Frari 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 it
Speaker 3: for Aur?
Speaker 6: Yes?
Speaker 9: I would.
Speaker 4: Okay, So where am I? Where am I in your breakdown?
Speaker 6: Yeah? I think you're probably a combination of the I
Speaker 6: think it's casual loyalist. It's not going to not going
Speaker 6: to overtly go out of their way to sort of
Speaker 6: spend money on the racing, but they are loyal to
Speaker 6: the Ferrari brand and they have nostalgia with it or
Speaker 6: whatever it might be. And then the luxury enthusiasts as well,
Speaker 6: so and that type of fan. You're right, We're probably
Speaker 6: not going to engage you by doing a ton more
Speaker 6: on race weekend, but we can engage you by bringing
Speaker 6: this hugely rich amount of archive material, footage, feelings and
Speaker 6: past drivers of yesteryear, by bringing them to life.
Speaker 9: In zero an app that you saw another brand doing
Speaker 9: that served as a kind of model. I don't mean
Speaker 9: within F one, I'm talking about it from any other film.
Speaker 4: On top of.
Speaker 7: Being a very sport passionate. I'm, let's say, a marketing passionate,
Speaker 7: a digital passionate guy. So I have a lot of apps,
Speaker 7: and he also for my job. I tried to look
Speaker 7: at the and 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're a cyclostore runner, I'm a runner.
Speaker 6: I'm a runner.
Speaker 7: I run marathons and ultra marathons. I did let's see
Speaker 7: 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 you'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 allowing creating sort of
Speaker 3: robust forums for our evans to communicate with each other?
Speaker 7: I think you have to work in three directions. So
Speaker 7: direction number one is a Ferrari to fans, so providing
Speaker 7: them something which is compelling, which has value, and this
Speaker 7: I think we're already doing and we're working on it.
Speaker 7: Second way is fans to Ferrari, so help like allowing
Speaker 7: fans to better interact with us, which was something we
Speaker 7: were not doing with the previous app. For example, we've
Speaker 7: just introduced two features which are polls, so basic ones,
Speaker 7: but polls and the possibility like the submit your message feature.
Speaker 7: So really to work on the way fans to Ferrari.
Speaker 7: And then the third important way to build a community
Speaker 7: and nature community is like fans to fans. So if
Speaker 7: you were able to work on those trae dimensions of
Speaker 7: Ferrari to fans, fans to Ferrari and fans to fans,
Speaker 7: that's how you could really create a strong community and
Speaker 7: start really monetizing and create in value. I think we
Speaker 7: are very strong in the first dimension right now, we're
Speaker 7: building the second one, so fans to Ferrari and then
Speaker 7: definitely the third one has to be there in order
Speaker 7: to have 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. Was talking about, are
Speaker 3: more people using the app? Are users spending more time
Speaker 3: on it than they did on the older version of
Speaker 3: the app?
Speaker 7: Yes, we doubled these months the daily active users we
Speaker 7: were having last season, so compared to the average of
Speaker 7: twenty twenty four season, we have more than double of
Speaker 7: daily active users. Also, we're doubling normal months down downloads,
Speaker 7: so we did in these months more than two times
Speaker 7: the download we are doing in a normal months. We
Speaker 7: are increasing by thirty five percent the average times. So
Speaker 7: keep your eyes out 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: can imagine Gino in his Ferrari Red and Black, using
Speaker 3: the scoodery of Ferrari app relating to me as I
Speaker 3: relive my memories of Niki Lauder 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 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 Bruguier, 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 you listen to podcasts. I'm Malcolm Glappo. This
Speaker 3: is a paid advertisement from IBM. The conversations on this
Speaker 3: podcast don't necessarily represent IBM's position, strategies or opinions. I
Speaker 3: asked Fred Baker to come up with a hypothetical something
Speaker 3: that could fulfill my childhood dreams, something that this type
Speaker 3: of technology could theoretically do that might appeal to a
Speaker 3: fan like me, someone who's interested in the sport went
Speaker 3: back fifty years. He said, what about using AI to
Speaker 3: bring historical cars to.
Speaker 6: Life, bringing to live cars of the past and allows
Speaker 6: fans to simulate a nineteen fifty Ferrari race versus nineteen
Speaker 6: seventy one to see who which car would be faster.
Speaker 6: So it's those sorts of trade offs.
Speaker 4: Wait, you could do it. Wait 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 6: You can't out of the app at this point, so
Speaker 6: I know, potentially, potentially, Yeah, it can you know, simulates
Speaker 6: based on a whole range of factors that we can
Speaker 6: feed and train 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, and
Speaker 3: I could say if I put Nicki Lauder in a
Speaker 3: contemporary car, what you're saying is that there is a
Speaker 3: scenario where I could recreate that era in modern cars
Speaker 3: and get a sense of how my childhood heroes were performing,
Speaker 3: would have performed a break day?
Speaker 6: Yeah? Yeah, So you can analyze and understand how you
Speaker 6: would rank all drivers of all time based on the
Speaker 6: different traits of a driver, right, So you can say
Speaker 6: who's the best late breaking, Who's who was typically the
Speaker 6: best on a tight track with limited overtaking opportunities, who
Speaker 6: was the best overtaker, who was the best of all
Speaker 6: these traits. You then apply those traits and rankings to
Speaker 6: different tracks and different cars where you know different Some
Speaker 6: different cars are better for a late breaker, some different
Speaker 6: cars are better for a you know, on straits and
Speaker 6: so on. So you can simulate, You could hypothetically our
Speaker 6: fans to simulate any scenario. You could say, who's going
Speaker 6: to win in Monaco on a nineteen eighty model car.
Speaker 6: You can put a current driver in a nineteen eighty
Speaker 6: car equally, so you can do all sorts of fun
Speaker 6: and simulations.
Speaker 4: And that's just the beginning.