Adobe enters Formula 1 in multi-year AI partnership with Alpine

Adobe has secured a multi-year commercial agreement with Alpine to become the Formula 1 team's official AI fan experience partner, marking the software provider's debut in the motorsport series ahead of the 2027 championship season.

Alpine will deploy Adobe CX Enterprise and the Adobe Experience Platform to unify its digital marketing, creative asset generation, and audience analytics, the entities announced on Thursday ahead of the United States Grand Prix in Austin.

The technical deployment incorporates generative artificial intelligence and large language models into Alpine's digital channels, enabling supporters to access personalized content and automated design features similar to Adobe's sports integration programs across the English Premier League, NFL, and Major League Baseball.

Adobe CX Enterprise

Marissa Dacay, global vice president of enterprise marketing at Adobe, stated that the partnership highlights how artificial intelligence can foster direct engagement with international audiences as Formula 1 broadens its worldwide commercial profile.

Alpine plans to initiate core promotional and interactive activations at the beginning of the 2027 Formula 1 campaign, using real-time audience metrics to direct digital outreach across its international fan base.