NASCAR, Satisfi Labs partner to create Answer Engine, provide track and race info for fans

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Credit: NASCAR

With NASCAR tracks gradually increasing the number of fans allowed at races, the sanctioning body is joining forces with Satisfi Labs to help attendees reacclimate to race day environments. On Tuesday, the two parties announced the launch of the Answer Engine, a platform that will relay race-related information at various tracks.

Participating tracks are under the ownership of NASCAR through International Speedway Corporation (which NASCAR acquired in 2019). These venues include, but are not limited to, Daytona International Speedway, Darlington Raceway, Homestead-Miami Speedway, Martinsville Speedway, Phoenix Raceway, Richmond Raceway, and Talladega Superspeedway.

The Answer Engine consists of a virtual assistant that answers questions from racegoers about track-related topics like COVID-19 protocols and activities, along with providing news about drivers and the sport. The assistant, which speaks via chat system, is relayed information from Satisfi’s venue and sport databases, the former of which also includes specific details about infield camping and travel means.

“We’re thrilled to be partnering with Satisfi Labs to utilise 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,” NASCAR Digital Managing Director Wyatt Hicks stated. “Our goal is to consistently create new ways to help our fans get closer to the excitement surrounding fans’ favourite drivers, including upgrading customer services and leveraging digital technology in new ways. We’re glad to be accomplishing these goals and incorporate innovative solutions into our fan engagement strategy to provide the most approachable experience possible.”

The information from the Answer Engine’s dialogue with fans are then used by NASCAR to gauge fan interest in matters like track activities, concessions, and logistics.

“NASCAR is paving the way for fan engagement through flawless customer service and information accessibility,” Satisfi CEO Don White said. “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.”

Satisfi has worked with providing similar software for businesses and companies in various fields like the Miracle Mile Shops in Las Vegas, the St. Louis Lambert International Airport, and the Wicked stage play. In the sports world, clients who utilise virtual assistants stretch across every major North American league and include teams like the reigning Super Bowl champion Tampa Bay Buccaneers, both Major League Baseball clubs in New York, and the San Jose Sharks whose longtime star Patrick Marleau broke the NHL all-time games played record on Monday night.

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History major at San Jose State University and lifelong motorsports fan who covers NASCAR and the Stadium Super Trucks.
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