Formula 1 and Salesforce have extended their multi-year partnership, introducing a new AI-powered fan companion built on Salesforce’s Agentforce platform. The agent will initially be deployed on F1.com and is designed to provide fans with real-time information about the sport’s upcoming 2026 technical regulations while scaling digital engagement across Formula 1’s global audience.
The new system is part of Formula 1’s broader rollout of Agentforce 360, Salesforce’s platform that combines AI agents, enterprise data, and human workflows. The fan companion will draw on verified Formula 1 data sources to answer questions about the regulatory changes and surface insights based on common or trending fan queries. The goal is to provide continuous, self-service access to complex information while reducing the burden on human support teams.
For Formula 1, the deployment reflects a broader effort to modernize how the sport manages fan engagement at global scale. The championship estimates a worldwide audience of roughly 827 million fans, with a growing share under the age of 35. AI-driven engagement tools are increasingly being used to meet expectations for on-demand information, personalized content, and always-available support across digital channels.
Salesforce technology already plays a central role in Formula 1’s fan operations. Agentforce Service supports customer service workflows, handling common issues such as login or streaming problems and resolving most queries within hours while reducing chat handling time. The system also assists human support teams by generating suggested responses, significantly shortening average reply times.
The deployment is supported by Data 360, Salesforce’s unified data layer, which consolidates fan information from more than 100 data sources to create real-time fan profiles. These profiles allow Agentforce agents to analyze behavior and engagement signals, enabling more targeted responses and recommendations.
Beyond support operations, Salesforce tools are also being used across Formula 1’s marketing and commercial functions. Agentforce Marketing helps deliver personalized content and has increased campaign click-through rates through AI-driven recommendations. Agentforce Sales is used by the organization’s partnerships team to analyze audience data and support sponsorship discussions.
The extended agreement also expands Salesforce’s presence across the Formula 1 calendar, including continued involvement with the Las Vegas Grand Prix and additional support for F1 Academy, the sport’s driver development series.
For enterprise AI practitioners, the deployment illustrates how agent-based systems are increasingly being applied beyond traditional customer service environments. In Formula 1’s case, Agentforce functions as both a digital support layer and a data-driven engagement engine, connecting fan interactions, marketing activity, and commercial operations on a shared AI platform.