Artificial intelligence is quietly taking over Formula 1 (F1). Not in a flashy, futuristic way, but as a cold, calculated tool completely changing how teams approach the world’s most intense motorsport.
At McLaren’s headquarters in Woking, England, AI doesn’t scream for attention, but its influence is undeniable. The 60-year-old racing giant has reportedly made AI the backbone of its operations, fine-tuning everything from race-day strategies to commercial growth.
Dan Keyworth, McLaren’s director of business technology, revealed how the team is using machine learning to sharpen its edge. By simulating probabilities, they’re training AI models to predict everything, down to the finest details of pit stop efficiency and tire performance.
“We’re an organization that’s used traditional machine learning for a long time,” Keyworth said. Now, they’re taking it to the next level with real-time data analysis and digital twins—3D digital replicas of their cars—that recreate track conditions in frighteningly accurate detail.
AI simulations sharpen race-day decisions
The competition in Formula 1 isn’t limited to the track. Off-track, it’s a battle of brains, servers, and algorithms. McLaren’s digital twins are just one weapon in their arsenal. These virtual models allow teams to simulate and tweak the performance of their cars based on real-world conditions.
It’s all part of the broader AI strategy, which Keyworth said focuses on three pillars: car performance, daily operations, and fan engagement.
During a race, every second counts. McLaren uses generative AI to predict what might happen on the track, from the best time to make a pit stop to the optimal tire choice for shifting conditions.
“What AI allows us to do is game out actual scenarios and go, ‘What will happen?’” Keyworth explained. The models are so precise that the results often border on the “almost scary.”
But McLaren isn’t alone in this AI arms race. Aston Martin Aramco has its own data-driven playbook. Clare Lansley, the team’s chief information officer, explained that machine learning helps predict patterns by analyzing vast amounts of data on tires, weather, and track conditions.
Their “data lakes” store enormous volumes of information, which their algorithms crunch to improve decision-making. “The speed of these developments is really impressive,” Lansley said. The ultimate goal? Free up engineers to focus on car performance instead of drowning in repetitive tasks.
Red Bull Racing has also embraced AI with a vengeance. Guillaume Dezoteux, head of vehicle performance at the Italian team, said the technology trims down the need for hundreds of simulations.
AI-powered insights let teams make decisions faster and with precision, shaving off milliseconds that could mean the difference between winning and losing.
Connectivity fuels F1’s AI revolution
Formula 1’s AI transformation would fall apart without one key ingredient: connectivity. It’s the backbone that holds the sport together. Every race, McLaren reportedly packs up mobile data centers—mini server rooms—and flies them around the world.
These units process data in real-time, ensuring that engineers at the track and back in Woking can communicate seamlessly.
These portable data hubs enable McLaren to process vast amounts of information, from real-time car telemetry to live race strategies. He also uses AI to personalize fan experiences, particularly in emerging markets like the U.S., where the sport is exploding in popularity.
By tailoring content to fans’ preferences and delivering it at the right times, McLaren is deepening its connection with its audience. Keyworth said the team is working to make fans “feel more connected” through targeted, AI-driven engagement.
On the business side, AI is helping streamline operations. Keyworth described it as a tool for replacing “laborious” tasks, not human workers. The goal is to make workflows faster and more efficient, allowing employees to focus on high-value activities rather than mundane administrative work. “You want to unlock your team to do the things that you hired them for,” he said.
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