Satisfi Labs will partner with NASCAR and its racetracks to provide an AI-powered “Answer Engine” to engage with fans throughout the season. Under terms of the deal, Satisfi Labs will provide racing and venue information to all NASCAR-owned tracks including Darlington, Daytona, Homestead, Martinsville, Phoenix, Richmond and Talladega.
Through the effort, fans will be able to engage a virtual assistant to ask questions directly through their preferred digital channels in a conversational format. NASCAR intends to rely on the service to answer questions that returning fans to the sport will have around changed entry protocols, new in-venue activations, and provide access to the latest driver and track updates.
“We’re thrilled to be partnering with Satisfi Labs to utilize innovative technology to help fans feel safe coming back to races, navigate NASCAR’s track and race-day experience questions, and help provide a premium guest experience,” said Wyatt Hicks, NASCAR’s digital managing director. “Our goal is to consistently create new ways to help our fans get closer to the excitement surrounding fans’ favorite drivers, including upgrading customer services and leveraging digital technology in new ways.”
The Answer Engine will also answer queries about camping, travel packages for booking trips to particular race tracks and information on racetracks and infields. NASCAR intends to use the data to gain insight into fans’ race-day priorities, concession preferences, stadium logistics challenges and general fan interests that can be leveraged to improve future offerings.
“NASCAR is paving the way for fan engagement through flawless customer service and information accessibility,” said Don White, CEO and co-founder of Satisfi Labs. “Deploying our interactive Answer Engine to answer fan questions directly with conversational AI will grant racing fans on-demand access and deliver timely information tailored to each fan.”