Salesforce Inc. (NYSE: CRM) and Formula 1 - tracked through Liberty Media Corp (NASDAQ: LLYVK) - announced Monday the launch of a new artificial intelligence-powered fan companion agent, deepening a multi-year partnership extension. The agent goes live first on F1.com, offering around-the-clock education on the sport's sweeping 2026 technical regulations.
Why It Matters
With 43% of F1's 827 million global fans under 35, the partnership targets a younger, digitally native audience hungry for new ways to follow the sport.
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.
"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."
The Numbers Behind the Deployment
Agentforce 360 is already embedded across F1's operations. According to the companies, 80% of routine fan queries - including login and streaming issues - are 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 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 Price Action: Salesforce shares were down 1.50% at $190.05 during premarket trading on Tuesday, according to Benzinga Pro data.