BWT Alpine turns to Adobe AI for its F1 fan experiences

Adobe will become BWT Alpine Formula One Team's Official AI Fan Experience Partner next season in a deal that covers content creation, fan data, AI search visibility, and design tools.

We’ve already written about F1 once this week. Now comes a second chance for us to blather on about bargeboards and tire strategies as Adobe and the BWT Alpine Formula One Team have announced a global premium partnership.

So far, this is less about Adobe Creative Cloud products being used in the Alpine marketing efforts, and more about Adobe becoming the Official AI Fan Experience Partner for the team. It’s going to be a bigger deal than it first appears, though. The partnership applies from the 2027 Formula One season and beyond, and next season the team’s main title sponsor becomes Gucci. That means the team name changes to the Gucci Racing Alpine Formula One Team, and you can expect its profile to start ramping up from there.

The partnership to date covers four initiatives. Adobe GenStudio, an AI-powered content production tool, will be used to create personalized content variations for fans. Adobe Experience Platform will give the team a real-time view of fan engagement, used to choose messages and channels, while Adobe Brand Visibility, an AI search optimization system, will show how the team appears across AI agents and LLMs. And finally Adobe Express will let the team offer fans design tools with generative AI image generation.

If all that covers a whole load of tools you are unfamiliar with, then likewise. But it does give an insight into how AI is inveigling its way into all areas of a major branding effort like those you associate with F1 teams. We’re sure it won’t be too long before we can start talking about things we’re more familiar with when it comes to the team’s activities.

And, as its 2027 driver line up announcement shows, Alpine has definitely got game.

The team is firmly in the midpack when it comes to F1. But even if it hasn’t made the jump up to the Big Four of Mercedes, Ferrari, McLaren, and Red Bull as yet this season, despite some promising results for French driver Pierre Gasly, leveling up its off-track activities is an important part of the F1 marketing mix. And the new Gucci branding is going to take it stratospheric.

Those that somewhat despair of encroaching ‘sleb culture on the grid might want to look away now. Which is funnily enough just what the TV director tends to do, normally when something interesting is going on on the racetrack, because there’s a Kardashian in the Ferrari garage. But we tend to get grumpy about such things and we digress…