Adobe has signed a global premium partnership with the BWT Alpine Formula One Team that makes the software company the team’s official AI fan experience partner. The deal begins with the 2027 Formula One season. Neither side disclosed financial terms.

Adobe said the sport’s audience is growing worldwide and that fans increasingly expect more personal contact with teams. The partnership is built around software the company says can help Alpine reach those fans in new ways.

At the center of the arrangement is Adobe CX Enterprise, a set of tools that runs a company’s marketing, content and customer data in one system. Adobe said more than 20,000 brands use its software for that kind of work.

What areas does the Adobe partnership cover?

The agreement covers four areas. Adobe GenStudio, an AI tool for producing marketing content, will let the team create different versions of its material for fans in different countries. Adobe Experience Platform will give the team a real-time view of fan engagement, so it can send messages through the right channel at the right time.

Why does AI brand visibility matter to marketers?

Alpine will also use Adobe Brand Visibility, which tracks how a brand appears in answers from AI chatbots and search tools. Adobe said more people now use AI agents and large language models to find and research brands, which makes that kind of LLM visibility a growing concern for marketers.

How can fans use Adobe tools with Alpine?

Fans will get a creative tool of their own. They can use Adobe Express, the company’s design app, to make images with generative AI.

“Adobe’s AI technology is powering new ways to drive fan engagement around the world,” said Marissa Dacay, Adobe’s global vice president of enterprise marketing.

Guy Martin, the team’s global marketing director, said Adobe will give Alpine the tools to build experiences that reach beyond the racetrack.

The team is based in Enstone, Oxfordshire, where it has worked since 1992 under earlier names including Benetton, Renault and Lotus. It races with Pierre Gasly and Franco Colapinto and employs about 1,000 people.

Cet article a été rédigé avec l'assistance de l'IA.
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