Formula 1® resolves race-day issues 80% faster with Agentforce Service
Powered by unified data, AI-generated service replies personalized for each support case help fans back to watching each race in less time.
The results
80
%
faster email response time
86
%
of issues resolved during the fan’s first call
6
languages supported to serve a global fan base
50
%
faster call handling time
High-stakes service
Formula 1® (F1) is the pinnacle of motorsport, delivering a global entertainment experience to more than 831 million fans across broadcast, streaming, and digital channels. Fewer than 1% of fans will ever attend a race in person, which means the vast majority experience race day through digital platforms where expectations for speed and responsiveness are high.
When issues arise — from login delays to streaming glitches — fans expect immediate support. Previously, F1’s service teams had to search across multiple systems to find fan profiles, interaction history, and device details before responding.
This fragmented experience slowed response times and made it harder to deliver the fast, seamless support fans expect — especially during high-pressure race moments.
Personalized answers in less time
To meet these expectations, F1 built an agentic customer service experience powered by Agentforce Service.
Now, when a fan reaches out, service reps instantly see a unified view of that fan — including their past service inquiries, what marketing they’ve engaged with, and what they’ve purchased. Agentforce uses these records to generate a personalized draft response in F1’s brand voice, which reps can review and send in a single click.
For example, if a fan reports a streaming issue during a race weekend, the rep no longer needs to gather the relevant history manually. Agentforce surfaces and reasons across the right info and drafts a response tailored to that situation, helping resolve the issue faster.
This agentic customer service experience is built to serve F1’s global fanbase. And, through an integration with 1440, Inc., F1 delivers accurate, personalized responses in six languages — ensuring consistent service for fans around the world.
Answers grounded in unified data
F1’s service experience starts with Data 360, which unifies fan data from various internal and external sources — including the F1 app, website, Fantasy League, ticketing systems, merchandise activity, and prior service interactions — into a single, real-time profile.
During a customer interaction, Agentforce Service surfaces this unified profile directly in the rep’s console, giving them a complete view of the fan — from history and preferences to their most recent activity — without switching systems.
Agentforce then uses this unified system of context to generate accurate, personalized responses that reps can easily review, revise if necessary, and send. It learns from each interaction, making future responses faster and more precise.
Looking ahead, F1 plans to build on this foundation by connecting service with predictive insights from their AWS data warehouse and broader engagement systems. This will enable them to provide proactive support that anticipates fan needs and guides them toward relevant next steps.
Faster service, happier fans
F1’s agentic service model is already delivering 80% faster response times to chat and email inquiries, and an 86% first-call resolution rate. Comprehensive fan profiles have reduced call handling time by 50%, allowing teams to support more fans without increasing workload.
At the same time, the quality of service continues to rise. Fan satisfaction has climbed to 94% — an 8% year-over-year increase that reflects a faster, more seamless experience.
“I believe technology is there to serve human beings,” said Stefano Domenicali, CEO. “At the end of the day, we have the same goal of delivering for our fans. Connecting everything makes it possible for us to do that.”
Why Formula 1® chose Salesforce
Salesforce Agentic Enterprise Architecture
By bringing systems of work, context, and engagement together on one platform, Salesforce enables F1 to operate as a connected system — unlocking new levels of efficiency, personalization, and capacity across their service operations.
Continuous learning and improvement
Agentforce continuously learns from every interaction, improving the accuracy and relevance of future responses and helping F1 deliver smarter, more efficient service over time.
Turnkey integration for multilingual service
Translation partner 1440, Inc. easily connects to the open Salesforce platform, enabling F1 to deliver accurate, personalized responses in six languages and ensure a consistent experience for their global fan base.
Trusted implementation partnership
Salesforce Professional Services helped F1 implement Data 360 in less than four months, migrating from their previous data platform and establishing the foundation for their agentic service experience.
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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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