World First: AI Agent HALO supports race fans during Formula 1 Heineken Dutch Grand Prix

A World First in Formula 1

This marks a groundbreaking application of AI at a Formula 1 event, where an AI agent seamlessly connects multiple systems and data sources. The result? A next-level digital fan journey. “With HALO, we’re taking the next step in providing visitors with personalized and instant support,” says Jeroen van Glabbeek, CEO of CM.com. “Agentic AI ensures that fans no longer need to search across various channels or information pages. Instead, they’re automatically and directly assisted with everything they need to fully enjoy the race weekend.”

A Digital Assistant for Fans

HALO empowers visitors to plan their journey to the circuit based on their departure point and preferences, easily reserve a camping spot, and instantly check ticket availability with a direct link to the ticket shop. Additionally, fans can retrieve a personalized link for their tickets and access their order and ticket information at any time. In a single conversation, a fan can plan their train journey and secure a camping spot—all in one seamless interaction.

What is Agentic AI?

Agentic AI goes beyond traditional chatbots. While chatbots are typically limited to answering questions within a single system, agentic AI autonomously performs actions and combines information from multiple sources. For example, HALO integrates data from NS travel information, camping sites, and ticket sales, executing the right actions based on user preferences. This means fans receive not just answers, but complete, tailored solutions.

Like No Other

“Even in our penultimate edition, we continue to invest in innovation,” says Jan Lammers, Sporting Director of the Dutch Grand Prix. “Our collaboration with CM.com and the introduction of HALO make the fan experience even more seamless and personalized.”

The partnership between CM.com and the Dutch Grand Prix began with the race’s return in 2021 and has been extended through the final edition in 2026. CM.com provides the digital platform powering the fan experience, from ticketing to cashless payments and personalized communication.