Executive summary
Formula 1® (F1) delivers pulse-pounding motorsport entertainment to over 831 million fans worldwide. When the 2026 season introduced the biggest rules changes in nearly a decade, F1 saw an opportunity to make the sport easier to understand while also strengthening how they engage fans across digital touchpoints.
They started by stitching together data from various internal and external sources in Data 360, then activated it with Agentforce. To explain complex rules in plain language, they launched an AI agent called the Tech Director that instantly answers questions about the new regulations. If fans need race-day support, Agentforce Service helps reps resolve issues 80% faster by providing comprehensive fan profiles and drafting personalized replies. And with Agentforce Marketing, F1 delivers timely, personalized content that’s increased their click-through rates by 22%.
The results
6K
+
Agentforce interactions during the first race of the 2026 season
80
%
faster response time with Agentforce Service
22
%
higher click-through rates with Agentforce Marketing
How Formula 1® stays ahead
Agentic fan engagement makes complex rules accessible
The Tech Director AI agent translates technical regulations into easy-to-understand answers, helping fans of all levels understand and connect with the sport.
Fixing race-day issues 80% faster
Powered by unified data, AI-generated service replies personalized for each support case help fans back to watching each race in less time.
AI-driven marketing delivers 22% higher engagement
AI-powered marketing activates unified data from multiple sources to deliver timely messages personalized for each fan’s interests and preferences.
More from Formula 1®
F1 powers the next generation of fan engagement with Agentforce
Formula 1® and Salesforce turbocharged how fans engage with the fastest sport on earth. Now we're in Overtake Mode. Powered by Agentforce, F1 fans will get personalized answers to questions and connection at every turn.
About the company
The highest class of international racing for single-seater formula racing cars, Formula 1® is the pinnacle of motorsport and the world’s most prestigious motor racing competition.
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