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.
Salesforce, an AI CRM, and Formula 1, the annual sporting series, have announced the launch of a new fan companion agent to scale and personalise 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.
With 43% of F1 fans under 35, 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.
ALSO READ: Brand Identity is The Ultimate Marketing Message
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 organisation continues its transformation into an Agentic Enterprise.
Looking ahead, 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.
ALSO READ: UK Consumers Call on AI to Save “Broken” Customer Service
Fueling the Foundation with Agentforce 360
Building on this momentum, 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 analyse 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%.
ALSO READ: Phonexa Increases Consumer Conversions Through SMS
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.
ALSO READ: PropellerAds Reveals Social Traffic Targeting for Increased Conversion Rates
Accelerating Together: Expanding the Partnership
The extended partnership also enhances Salesforce’s trackside and hospitality presence throughout the F1 calendar — delivering world-class experiences for customers, partners, and fans at Grand Prix events around the globe.
Salesforce will continue as an Official Partner of the Formula 1 Las Vegas Grand Prix and expand its support to F1 Academy, reinforcing both companies’ shared commitment to diversity, inclusion, and the next generation of talent in motorsport.
“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.”
ALSO READ: Samsung Turns Old Street Station into ‘Fold Street’
“In Salesforce, we have found a perfect partner who shares our dedication to using world-class technology to connect fans and improve the way they consume the sport,” 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 and marks another step forward in creating the best fan experience both on and off track.”
Patrick Stokes, CMO of Salesforce, said, “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.”
“This expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.”
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
