Think you need an engineering degree to understand the new Formula 1 rules coming in 2026? Salesforce and F1 are betting an AI chatbot can help. The two announced Monday they're launching a new artificial intelligence-powered fan companion agent, deepening a multi-year partnership extension.
The agent is going live first on F1.com, offering around-the-clock education on the sport's sweeping 2026 technical regulations. It's like having a patient, knowledgeable pit crew member in your pocket, ready to explain ground effect aerodynamics or fuel flow limits at 3 a.m.
So, why build a robot to talk racing? The numbers tell the story. With 43% of F1's 827 million global fans under 35, the partnership is squarely aimed at a younger, digitally native audience that's hungry for new ways to follow the sport. This isn't about replacing human interaction; it's about scaling it. The Agentforce-powered tool draws on trusted F1 data sources to answer fan queries on the updated regulations and tracks trending questions to surface broader insights about what the fanbase is collectively curious about.
"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," 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."
This fan-facing bot is just the latest lap in a race that's already underway. Agentforce 360 is already embedded across F1's operations behind the scenes. According to the companies, the results are tangible: 80% of routine fan queries—including login and streaming issues—are now resolved within four hours. Chat handling times have dropped 30%, average response times are down 80% via Agentforce Service, and AI-recommended content has lifted click-through rates by 22%.
"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, Chief Marketing Officer of Salesforce (CRM).
In the markets, shares of Salesforce were down 1.50% at $190.05 during premarket trading on Tuesday, according to market data. Formula 1 is tracked through Liberty Media Corp (LLYVK).
