Partnering with Ferrari, Salesforce uses AI to improve the experience of customers in sportcar services and world motorsport events.

Ferrari, the Italian supercar brand, has teamed up with Salesforce to boost interactions with its clients using the best of its CRM technologies. The new collaboration looks to develop the Ferrari customer experience, chiefly for drivers of its fastest sports cars and is also supported by an alliance in global marketing across Ferrari’s motorsports, including its Hypercar and Challenge Trofeo Pirelli events.

The main part of this connection is the combined CRM platform from Salesforce and Agentforce — Salesforce’s new AI tool for agents. Using these tools, Ferrari will be able to offer highly customized, quick and data-based services. By using Salesforce, Ferrari seeks to build stronger client bonds and improve the experience clients have during their interactions, both at dealerships and in the world of motorsport events.

Combining apps and data with the help of AI agents on Salesforce will allow Ferrari to give customers superior experiences.

Ferrari’s Chief Digital Transformation Officer, Alfonso Fuggetta, said that the partnership is helping the company improve its digital engagement with customers. Ariel Kelman, the CMO of Salesforce, said the work demonstrated how technology can help transform how customers shop and win.

As they look to grow their alliance, Salesforce and Ferrari are ready to raise the standards in customer experience for both luxury cars and motorsport.