IBM × Scuderia Ferrari: AI Fan Experience
Experiential Design
Data Visualisation
Simulator Experience
Event Installation
Client: IBM and Scuderia Ferrari
Studio: FIELD.io
Year: 2025
For IBM and Scuderia Ferrari, I worked with FIELD.io on a live fan experience that brings Formula 1 into the AI era. We took telemetry from a Ferrari F1 pro simulator and used IBM watsonx to turn it into real-time feedback that fans can see and feel.
Every input is tracked and fed back as clear guidance in the moment. Racing becomes something you learn from while you drive. The experience launched at IBM Think 2025 and continued at SXSW 2026 as the IBM AI Sports Club.
IBM × Ferrari at Think 2025
The Experience
Visitors take the wheel of a Ferrari F1 pro simulator. Every lap ends with a watsonx race summary showing where time was won or lost, and what to focus on next.
IBM watsonx tracks every racing input at the speed of the race, interpreting the nuance behind each surge, drift and correction. Over a session it learns how a driver’s decisions stack up, turning raw data into a continuous learning experience. The feedback is precise and actionable: key areas to improve, and real-time guidance to make fast, informed adjustments on track.
Visual Language
The data became the visual: live telemetry rendered as flowing trails around the car, connecting the physical installation to what happens on screen.
Selected Press
Team
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