Salesforce and Formula 1 announced the launch of a new fan companion agent to scale and personalize engagement for F1?s 827 million global fans. Developed as part of the multi-year partnership extension between Salesforce and Formula 1, the new agent will initially be available on F1.com and act as a vital tool to provide fans with 24/7 education on the new 2026 regulations. The Agentforce-powered companion will draw on trusted F1 sources to provide clear and accessible responses to queries regarding the updated technical regulations.
It will also monitor trending questions and themes to provide fans with valuable insights. The fan companion agent is an essential bridge for F1?s global audience as it brings in a younger demographic looking for entirely new ways to engage. This marks the next phase of F1?s Agentforce 360 deployment ?
Salesforce?s complete portfolio of products that brings humans, customer data, and AI agents together on a deeply 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 additional features that will make the agent a unique and central 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.
