Adobe partners with BWT Alpine F1 Team for AI fan experiences

Adobe has entered into a global premium partnership with the BWT Alpine Formula One Team to serve as its Official AI Fan Experience Partner. Scheduled to begin with the 2027 season, the collaboration focuses on leveraging artificial intelligence to enhance fan engagement and brand visibility.

The partnership will utilize four primary Adobe technologies:

• Adobe GenStudio: To produce tailored content for fans across various markets. • Adobe Experience Platform: To provide real-time insights into fan engagement for optimized messaging. • Adobe Brand Visibility: An AI search optimization system to monitor how the team appears within large language models and AI agents. • Adobe Express: To provide fans with design tools, including generative image creation.

This agreement follows news that the team's main title sponsor will transition to Gucci for the upcoming season, rebranding the squad as the Gucci Racing Alpine Formula One Team.