Adobe is now the Official AI Fan Experience Partner of BWT Alpine Formula One Team, under a global premium partnership announced on 22 October 2026. The work to improve fan experiences begins with the 2027 season.
The team gets access to Adobe CX Enterprise, the vendor's bundle of marketing, creative and AI products. Four uses are planned. Adobe GenStudio will produce tailored content for fans in different markets. Adobe Experience Platform will give the team a real-time view of fan engagement so it can pick the right message and channel. Adobe Brand Visibility, an AI search optimisation system, will show how the team appears in AI agents and large language models, which Adobe says consumers increasingly use to research brands. Fans will also get design tools through Adobe Express, including generative image creation.
Marissa Dacay, Adobe's global vice president of enterprise marketing, said: "Our partnership with BWT Alpine Formula One Team showcases how Adobe's AI technology is powering new ways to drive fan engagement around the world, creating more personalized connections and providing fans different ways to share their passion for the sport."
Guy Martin, global marketing director at the team, said: "Adobe is an incredible partner for this journey, giving us the tools to bring our vision to life in new and unexpected ways."
Adobe says more than 20,000 brands use its products for customer experience orchestration. The team, based at Enstone in Oxfordshire, races with Pierre Gasly and Franco Colapinto.
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