The Challenge:

Spa Grand Prix promotes the Formula 1 Belgian Grand Prix at Circuit de Spa-Francorchamps, one of the most iconic circuits in the motorsport world. Fans travel to the race from every corner of the world, and an F1 weekend is a high-consideration purchase. Buyers navigate multi-day packages, parking, camping, hospitality tiers, and seat selection, often for the first time.

They ask questions a static website cannot answer: Which grandstand fits a €400 budget with a covered seat and a view of a corner? What is the fastest exit toward Liège after the race? Which tickets work for a family with accessibility needs? They ask in 21 languages, at every hour, and the volume of customer queries spikes in the weeks before the race.

Spa Grand Prix needed to give thousands of fans personal attention at once, without adding headcount and without losing the human touch that makes a Spa weekend what it is.

The Solution:

Jack, Built on the Napster API

On June 2, 2026, Napster and Spa Grand Prix launched Jack, an embodied AI concierge living directly on the ticketing site at the Spa Grand Prix website. Jack guides fans through the full buying journey in their own language, 24 hours a day. He answers circuit and logistics questions, matches seating and hospitality options to a fan’s budget, shows 360-degree seat views so buyers can check a sightline before committing, and walks them through checkout.

Launch Highlights

#01  A Global Concierge From Day One

In his first 60 days, Jack held nearly 55,000 conversations across 21 languages. Fans switched languages mid-conversation and Jack followed without missing a step. Every visitor got the same level of service, whether they asked in English, French, Japanese, or Ukrainian.

#02  Browsers Became Buyers

Jack drove a 70% improvement in clickthroughs to checkout and an anticipated $623,000 (€539,000) in additional revenue for Spa Grand Prix. Two thousand fans used Jack’s 360-degree seat view to confirm a sightline before committing to a tier, a step that proved most valuable on premium seats where confidence closes the sale.

#03  An Advisor, Not a FAQ

More than a thousand sessions ran past 10 minutes as Jack planned entire race weekends: tickets, camping, parking, and hospitality in a single conversation. He handled accessibility requests, steered fans from sold-out sections to available alternatives, and resolved ticket transfer and delivery issues in-session. Jack’s work saved Spa Grand Prix nearly 4,000 hours of customer service time leading up to the race and during the sprint to promote 2027 right afterward.

What the Partners Say

“Our fans come to Spa from every corner of the world, and they deserve a customer experience that gives them as much information and assistance as possible. Jack lets every visitor explore the circuit, picture themselves in the stands, and find the package that fits — in their own language. That means we can give a personal level of attention to thousands of fans at once, without losing the human touch that makes a Spa weekend what it is.”

Vanessa Maes, CEO and General Manager, Spa Grand Prix

Key Benefits

• Always on: 24/7 coverage across the pre-race demand spike, with no queue and no wait.
• Every language: 21 languages handled, switched on demand mid-conversation.
• Higher conversion: a 70% lift in checkout clickthroughs on a complex, high-stakes purchase.
• Confidence at the decision point: 360-degree seat views that resolve hesitation before a fan commits.
• Time back for the team: nearly 4,000 staff hours saved, freeing the Spa Grand Prix team for work that requires a human.

Ongoing Work & Future Impact

Ticket sales for the 2027 Formula 1 Belgian Grand Prix opened in July 2026, and Jack has been guiding fans from day one. He now has a full season of inventory to work with and further improvements on the way.

The first 60 days at Spa show what an embodied AI agent delivers at commercial scale: a better experience for every fan, measurable revenue for the promoter, and human teams freed to focus where they matter most.

Tickets for the 2027 Formula 1 Belgian Grand Prix are on sale now at spagrandprix.com. For more on Napster’s AI solutions, visit napster.com.

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