Salesforce and Formula 1, the world’s most popular annual sporting series, today announced the launch of a new fan companion agent to scale and personalize engagement for F1’s 827 million global fans.
Developed as part of the multi-year partnership extension between Salesforce and Formula 1, the new agent will initially be available on F1.com and act as a vital tool to provide fans with 24/7 education on the new 2026 regulations. The Agentforce-powered companion will draw on trusted F1 sources to provide clear and accessible responses to queries regarding the updated technical regulations. It will also monitor trending questions and themes to provide fans with valuable insights.
With 43% of F1 fans under 35, the fan companion agent is an essential bridge for F1’s global audience as it brings in a younger demographic looking for entirely new ways to engage. This marks the next phase of F1’s Agentforce 360 deployment — Salesforce’s complete portfolio of products that brings humans, customer data, and AI agents together on a deeply unified platform — across its digital ecosystem, as the organization continues its transformation into an Agentic Enterprise.
Looking ahead, both Formula 1 and Salesforce will collaborate to develop the agent and enhance the F1 fan experience across its ecosystem. With Agentforce already helping scale and improve support across the fan experience, fans can anticipate additional features that will make the agent a unique and central part of their F1 journey.
“Our fans are the heart of everything we do, and as Formula 1 continues to grow globally, we are constantly looking for innovative ways to bring them closer to the sport 365 days a year. In Salesforce, we have found a perfect partner who shares our dedication in using world-class technology to connect fans and improve the way they consume the sport,” said Emily Prazer, Chief Commercial Officer of Formula 1. “The new fan agent will be a vital tool as we embark on the next chapter of Formula 1 with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”
“Formula 1 runs on precision and with Agentforce, we’ve already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans,” said Patrick Stokes, CMO of Salesforce. “This expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.”
