Short video discussion where McLaren team members describe how Salesforce AI and CRM tools (Einstein One platform, Marketing Cloud, Einstein Send Time Optimization) helped them personalize and time fan communications, reduce manual work, and speed business responses. Speakers emphasize AI’s role in spotting data anomalies, augmenting decision-making, and enabling faster, more scalable fan engagement.
Chapters
It's a very visceral and emotional sport. The sounds, the smell, just everything that goes into it.
Innovation is the key to success in motor racing and not just on the racetrack. In our sport, if you're standing still, you're actually going backwards. In today's digital age, we need to innovate on how we communicate with our fans, which is what's most important to us.
If we don't listen to our fans, they're not going to stay connected with us. So we want to make sure we talk to fans in different ways. Our old legacy technology platforms just weren't supporting us. They weren't quick enough. It was really difficult to personalize messaging. It was also really difficult to time messaging to the fans at the right moment, depending on where you're watching in the world. With the Einstein One platform and marketing cloud, we've been able to spend less time coding and creating all those custom lines, and we've seen our ability to respond to the business double.
All of our content is preloaded into Salesforce. We can then drag and drop all of the information into the email template. We can look at the whole campaign as a series, so we can look at the F1 livery drop, how our hype video performed the day before, how our merchandise drop will relate to the campaign as well, and it essentially gives us an overview of the entire series as opposed to just one email within that section. With Einstein Send time optimization, what might have taken us an entire day is halved, if not a third of the time that we were using previously.
Salesforce is a huge trusted advisor for us. CRM, AI data and trust all go hand in hand. They're very much connected. AI is going to provide us more data, faster data, more accurate data, and ultimately produce a tremendous amount of volume without losing that very customized experience.
We've got to use AI to help us spot the anomalies in the data or highlight areas that are interesting. It can analyze the data. It can help make the next best decision that is going to give us the competitive edge. And because AI is there helping us augment the team, it opens up new possibilities to think how much more we could do, how much faster we can go.
Just kind of like on a race car, we're trying to put downforce on the car to make it go faster. Salesforce in the Einstein One platform will help us put downforce in our organization.
