ICON and Gambit Technologies are introducing a new AI-powered tool, “Ask Amber,” as part of their sponsorship with ARCA driver Amber Balcaen during the 2025 Daytona 500 week.
The tool, launching on February 13, integrates AI-driven interactivity with motorsports and RV parts sales, offering a unique customer engagement model that could influence future sponsorship strategies.
Developed in collaboration with Gambit Technologies, the Ask Amber platform is designed to enhance fan interaction while also serving as a functional resource for RV dealers, parts professionals, and owners.
“AskAmber.io isn’t just a tool—it’s a way to bring fans closer to the action and create meaningful interactions with RV owners, RV dealers, and race fans,” said John Loewen, ICON founder & CEO.
The initiative highlights a shift in sponsorship activations, leveraging artificial intelligence to provide an interactive and commerce-driven experience.
The Ask Amber tool will allow users to engage with Balcaen’s AI persona, ask questions about her racing career, and receive guidance on RV parts purchases through ICON’s online platform.
The AI has been trained on ICON’s product catalog, enabling industry professionals to quickly identify and source RV components, as per a press release.
“Ask-Amber is intended for more than fan interaction, it’s meant to be a reputable, useful tool for RV parts customers, notably RV dealers,” Loewen said.
“The digital representation of Amber has been trained on all of our part details, making it easy for someone like an RV parts professional to find the correct part for their application.”
The tool’s introduction at the Daytona 500 represents a broader trend in brand engagement, where AI personalities enhance both customer service and marketing efforts.
By blending AI with motorsports, ICON and Gambit Technologies are demonstrating how sponsorships can evolve beyond traditional advertising to create a more interactive, value-driven experience for both fans and business stakeholders.
Amber Balcaen expressed her enthusiasm for the initiative, stating, “Fans will finally get a chance to connect with me in real-time while also discovering a whole new way to shop for RV parts. This is the future of fan interaction!”
The Ask Amber platform’s real-time capabilities and product knowledge integration may serve as a model for other brands seeking to bridge the gap between entertainment and practical business applications.
Its impact on RV dealerships and aftermarket sales could signal a new approach to sponsorship activations within the outdoor hospitality industry.