ICON and Gambit Technologies announced a partnership with ARCA driver Amber Balcaen for the week of the 2025 Daytona 500.
The partnership introduces the “Ask Amber” AI tool — a first-of-its-kind platform that blends cutting-edge technology with the excitement of motorsports, setting a new standard for fan engagement and customer interaction, the company said.
Launching on Feb. 13 during Balcaen’s scheduled practice, AskAmber.io will debut as part of the excitement surrounding the iconic Daytona 500 weekend. Balcaen will compete in the Daytona Hard Rock Bet 200 ARCA race on Feb. 15, giving fans an exciting new way to connect with her story while introducing a transformative AI-powered sponsorship experience. By integrating Balcaen’s AI-powered personality into the fan experience, ICON and Gambit Technologies are breaking barriers in how brands connect with audiences.
“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 and CEO. “We’re thrilled to debut this innovation at such a meaningful event.”
The new platform allows users to:
- Access a personalized shopping experience on ICONdirect.com, where RV owners, dealers and repair professionals can easily find and purchase premium RV parts.
- Ask Balcaen questions about her racing career, journey to NASCAR and experiences at the Daytona 500.
- Engage in real-time interactions, creating a deeper connection with their favorite driver and brand.
This campaign redefines the sponsorship model by showcasing how AI personalities can deliver entertainment, value and a seamless customer experience, the company said.
“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,” said Loewen. “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.”
Balcaen shared her enthusiasm about the initiative: “I’m so excited to partner with ICON and Gambit Technologies to bring something groundbreaking to the Daytona 500. 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!”
Pat Belliveau, co-founder of Gambit Technologies, said: “At Gambit, we build AI personalities people actually want to talk to. Launching AskAmber at the Daytona 500 marks the beginning of a new era for sponsorships—where engagement, personalization, and innovation come together to deliver incredible value to fans and brands.”
Gambit Technologies specializes in creating AI solutions that connect technology with human interaction. Learn more at Gambitco.io.
