March 3, 2026 — Leads & Copy —
Salesforce and Formula 1 have launched a fan companion agent to personalize engagement for F1’s 827 million global fans. The agent will be available on F1.com.
Developed as part of the multi-year partnership extension between Salesforce and Formula 1, the agent will initially be available on F1.com and act as a tool to provide fans with 24/7 education on the new 2026 regulations. The Agentforce-powered companion will draw on F1 sources to provide responses to queries regarding the updated technical regulations. It will also monitor trending questions and themes to provide fans with 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 ways to engage. This marks the next phase of F1’s Agentforce 360 deployment. Salesforce’s complete portfolio of products brings humans, customer data, and AI agents together on a unified platform across its digital ecosystem, as the organization continues its transformation into an Agentic Enterprise.
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 features that will make the agent a unique part of their F1 journey.
The fan companion agent scales the groundwork already in place to help F1’s employees transform fan engagement. Agentforce 360 currently helps resolve fans’ routine issues, such as login or streaming problems, with 80% of queries being handled within four hours and reducing chat handling times by 30%. Data 360 consolidates data from over 100 sources to create unified fan profiles, allowing Agentforce to analyze information in real time, determine the next best actions, and respond to customers more effectively.
With Agentforce Service integration, agents help F1’s human customer service team generate quick replies, reducing average response times by 80%. Agentforce Marketing has increased overall click-through rates by 22% with AI-recommended content, helping F1’s marketing team create a more targeted fan experience while also helping distribute internal and external communications. F1’s commercial partnerships team implemented Agentforce Sales to track deals and activate audience data to pitch to potential sponsors. F1 uses Slack for employees to connect more quickly and streamline communications, leveraging it for real-time communications to produce live broadcasts.
The extended partnership also enhances Salesforce’s trackside and hospitality presence throughout the F1 calendar, delivering experiences for customers, partners, and fans at Grand Prix events around the globe. Salesforce will continue as an Official Partner of the Formula 1 Las Vegas Grand Prix and expand its support to F1 Academy, reinforcing both companies’ shared commitment to diversity, inclusion, and the next generation of talent in motorsport.
According to Emily Prazer, Chief Commercial Officer of Formula 1, Formula 1 is constantly looking for ways to bring fans closer to the sport 365 days a year. Prazer stated that in Salesforce, Formula 1 has found a partner who shares their dedication in using technology to connect fans and improve the way they consume the sport. The new fan agent will be a tool as Formula 1 embarks on the next chapter with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.
Patrick Stokes, CMO of Salesforce, said that with Agentforce, Salesforce has already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans. Stokes added that this expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. Stokes said that F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.
Salesforce helps organizations of any size become Agentic Enterprises by integrating humans, agents, apps, and data on a unified platform to unlock growth and innovation.
Formula 1 racing began in 1950 and is the world’s motor racing competition and sporting series. Formula One World Championship Limited is part of Formula 1 and holds the commercial rights to the FIA Formula One World Championship. Formula 1 is a subsidiary of Liberty Media Corporation.
Source: Salesforce
