Adobe与阿尔派达成首个F1合作
美国软件巨头Adobe在2026年美国大奖赛前宣布与阿尔派车队达成其首个F1合作，重点围绕车迷互动展开。Adobe高管Marissa Dacay表示，F1是最具数据驱动和性能驱动的运动，与Adobe高度契合。
美国软件巨头Adobe在2026年美国大奖赛前宣布了其首个F1合作，称F1对Adobe而言是“绝佳的匹配”。
在奥斯汀由The Race与Axios共同举办的活动“Formula One's Premium Playbook”上，Adobe全球企业营销副总裁Marissa Dacay接受The Race首席执行官Fabricio Drumond采访时，解释了公司为何希望通过与阿尔派的新协议参与F1。
“没有哪项运动比F1更数据驱动、更性能驱动，”她说，“所以这对我们来说是绝佳的匹配，因为我们同样依靠数据、性能和创造力运转。”
“眼下也是运用技术的绝佳时机，想想F1，24场比赛、多种语言：大量的文化与细微差异。”
“在每个比赛周末、贯穿全年、以规模化方式、通过你们与车迷沟通的每一个渠道，你们要如何以个性化和具有文化细腻度的方式，去触达并对话你们的车迷？”
此次合作以推动车迷互动为核心，这家软件公司将为 阿尔派 部署其人工智能解决方案，以吸引受众与 阿尔派 互动。
Adobe GenStudio 将使 阿尔派 能够管理和策划面向全球车迷的营销活动，同时这支 F1 车队还将部署 Experience Platform 和 Brand Visibility。
与此同时，车迷将有机会在 阿尔派 未来开展的互动活动中使用 Adobe Express。
达卡伊表示，Adobe 与恩斯通F1车队有着“共同的愿景”。
“这对我们来说是一个全新的篇章。这是一项真正全球性的运动，这对我们非常重要。体育是连接技术、人文、创造力和文化的绝佳方式。
“因此，当我们寻找合作伙伴时，关键在于——我们如何拥有共同的愿景，即如何将这项运动或车队的表现、技术、创造力和人工智能融为一体，从而改变车迷与车队或这项运动互动的方式。
“此外，现在还有一个机会——车迷不再只是消费我们推送到他们面前的内容。他们希望参与到创作讲述故事的内容中来。
“他们想成为故事的主角。我认为，没有比我们自己的工具更好的工具，能帮助车迷参与车队活动，更近距离地感受到自己真正是这项运动中车队的一部分。”
达凯补充说，Adobe 的全套产品已经部署在大型体育营销活动中，而且其使用方式很多人并不了解。
“大家可能已经因为 PDF、Photoshop，以及 Adobe 四十多年来所做的所有事情而认识我们，”她说。
“没有多少人知道我们从事的是营销和客户体验编排业务。所以，当你使用车队应用、收到电子邮件，或者看到扑面而来的营销内容时，你所获得的许多个性化体验，很多都是由 Adobe 提供支持的。”
“因此，我们这里的机会在于超越人们所熟知的 Adobe 的创造力和文档类传统业务，并开始建立这样一种联系：当你与像 阿尔派 这样的品牌或像 阿尔派 这样的车队互动时，作为一名车迷你获得了绝佳的体验，而我们正是背后的支撑，让他们能够理解你和你的偏好。
“我们正是背后为你量身定制那一刻内容的力量。我们正是背后让你无论身处何地都能触达你的力量，无论是在手机上、电视上、应用上，还是在流媒体上。
“这正是我们希望在与体育的这些连接中去解锁的东西。”
英文原文
Formula 1 is an "incredible match" for US software giant Adobe, which announced its first F1 partnership in the lead-up to the 2026 United States Grand Prix.
Speaking to The Race CEO Fabricio Drumond at 'Formula One's Premium Playbook', an event hosted by The Race and Axios in Austin, Adobe’s global VP of enterprise marketing Marissa Dacay explained why the company wanted to get involved in F1 through its new deal with Alpine.
“There's no sport that's more data-driven, more performance-driven than Formula 1,” she said. “So it's just an incredible match for us, because we live through data and performance and creativity as well.
"Right now, it's an incredible time to use tech, too, if you think about F1, 24 races, multiple languages: tonnes of culture and nuance.
“How do you scale the way you're going to reach and speak to your fans in a personalised and culturally nuanced way, every weekend throughout the entire year, at scale, across every channel that you're speaking to your fans?”
The partnership is centred around driving fan engagement, with the software company to deploy its AI solutions to engage audiences with Alpine.
Adobe GenStudio will enable Alpine to manage and curate its marketing campaigns for fans around the world, with Experience Platform and Brand Visibility also set to be deployed by the F1 team.
Meanwhile, fans will be given the opportunity to use Adobe Express in forthcoming activations involving Alpine.
Dacay said Adobe has a “shared vision” with the Enstone F1 team.
“This one is a brand new chapter for us. It's a truly global sport, which is really important to us. Sports are such an amazing way to connect technology, humanity, creativity, culture.
“And so, when we're looking for a partner, it's - how do we have this shared vision about how we're bringing the performance of the sport or the team, technology, creativity, AI all together to change the way fans are going to engage with the team or with the sport.
“Also, there's an opportunity now - fans aren't just consuming the content that we're pushing out in front of them. They want to be part of creating the content that tells the story.
“They want to be the story. I think there's no better tools out there than our own to help fans participate with the team and get closer to actually feeling like they're part of the team in the sport.”
Dacay added that Adobe’s suite is already deployed in major sports marketing campaigns, and that it is used in ways that many people are unaware of.
“You all probably already know us for PDF, for Photoshop, for all the things that Adobe has done for over 40 years," she said.
“Not a lot of folks know that we're in the marketing, customer experience orchestration business. So a lot of the personalised experiences that you get when you're engaging with an app for the team, or you're receiving an email, or you're seeing marketing just out hitting you, a lot of that is powered by Adobe.
“So the opportunity we have here is to go beyond the creativity and document kind of heritage that you know Adobe for, and start to build the connection that when you engage with a brand like Alpine or a team like Alpine, and you have an incredible experience as a fan, we're behind why they understand you and your preferences.
"We're behind the content that was customised for you in that moment. We're behind reaching you wherever you are, whether it's on the phone, on TV, on an app, on streaming.
"That's the thing that we're looking to unlock in these connections with sports.”
The Race ·
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