Napster’s AI concierge helped Spa Grand Prix improve ticket purchasing by guiding fans through personalised buying journeys across 21 languages.
Napster, an AI technology company, and Spa Grand Prix, promoter of the Formula 1 Belgian Grand Prix, have opened ticket sales for the 2027 race with an AI concierge named Jack guiding fans through the buying journey. The 2027 sales window follows a June launch where, in just 30 days, Jack held 17,407 conversations with fans across 21 languages and helped generate an anticipated $285,000 (€251,000) in additional revenue for Spa Grand Prix.
An F1 race weekend is a high-consideration purchase, spanning multi-day packages, parking, camping, hospitality tiers and seat selection. Jack, built on the Napster API, guides fans through those options in their own language, 24 hours a day, directly on the ticketing site, resulting in a 70% improvement in clickthroughs to checkout and more than 1,200 hours of customer service time saved from 2 June to 2 July.
“The exceptional numbers from our first month with Spa are proof of what we’ve championed for the past year: embodied AI agents improve the customer experience, give human teams their time back, and deliver a measurable return on investment, Now Jack has a full 2027 season and inventory to work with, along with more improvements on the way,” said John Acunto, CEO, Napster.
Fans engaged well beyond quick seating lookups. Nearly 700 used Jack’s 360-degree seat view to check a sightline before committing to a tier, while hundreds of sessions ran for more than 10 minutes as Jack helped plan entire race weekends.
“Our fans come to Spa from every corner of the world, and they deserve a customer experience that gives them as much information and assistance as possible. Jack lets every visitor explore the circuit, picture themselves in the stands, and find the package that fits, in their own language. That means we can give a personal level of attention to thousands of fans at once, without losing the human touch that makes a Spa weekend what it is,” said Vanessa Maes, CEO and General Manager, Spa Grand Prix.
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