Technology has long been key to success in motorsport. F1 teams have been using technologies such as cloud computing to AI and machine learning to improve performance. But with AI advances accelerating every day, the race car giants are doubling down.
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WOKING, England – Inside McLaren's massive technology center, artificial intelligence isn't something that's being shouted from the rooftops.
But, the 60-year-old motorsport giant is an enthusiastic user of the technology behind the scenes.
At the McLaren Technology Center (MTC), located in Woking, England, the company explained how it is using AI to improve its chances on the Formula One track.
“We are an organization that has used traditional machine learning technical products for a long time,” said Dan Keyworth, McLaren's director of business technology, in a press release at the MTC in October.
Using machine learning, McLaren is able to base its decisions on probability, which in turn helps it train its AI models, according to Keyworth.
The racing company displayed several examples of technological innovation at the MTC. They range from real-time data analysis inside their secret mission control room, to using “digital twins” (3D digital versions of physical objects) of real cars that allow teams to simulate the conditions designed in which real vehicles must perform.
Keyworth said there are three main areas where McLaren is applying AI in a big way: improving car performance, day-to-day operations, and commercialization.
A replica of Lando Norris' Formula 1 McLaren, with sponsors such as McLaren, Pirelli, CNBC, Jack Daniels, and Google Chrome, is on display at Mobile World Congress 2024 in Barcelona, Spain, on 2 April, 2024.
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He said next generation AI tools offer new capabilities to F1 teams, including the ability to run in-depth simulations of specific opportunities that may occur during races.
This could range from working out how much time your car should spend at pit stops, to deciding which tires to fit when an old replace seat.
“What AI allows us to do from a generational perspective is to play out more of these real scenarios and go, 'What happens?' '” Keyworth said.
Some of these situations are starting to lead to “very accurate” results – to an “almost scary” level, he said.
F1 is no stranger to technological advances
Tech has long been at the heart of success when it comes to motorsport – and not just for McLaren.
There have been different F1 teams using today's advances in technology for years – from cloud computing to AI and machine learning.
Aston Martin Aramco, for example, uses so-called “data lakes” – large data storage centers – and machine learning technology to learn from large amounts of data to predict patterns and improve decisions.
Clare Lansley, Aston Martin Aramco's chief information officer, says machine learning algorithms can combine data about tires, weather and track conditions, and use predictive analytics to optimize decisions.
In the April blog postshe said the speed at which these developments are happening is “quite impressive”.
“By adopting this technology, we will be able to free up a number of engineers so they can focus more precisely on car performance,” she said.
Another F1 team using AI to improve their performance and on-track strategy is Visa Cash App RB, owned by Red Bull.
Peter Bayer, CEO of RB, he said earlier this year that the Italian F1 team is using AI to compete down to “hundredths and thousandths of a second.”
Speaking at an event with the company's software partner Epicor at its factory in Faenza, Italy, Guillaume Dezoteux, RB's head of vehicle performance, said AI can help inform teams when it comes to design like “it means you don't have to run. 100 symbols.”
Bonding is the 'lifeblood of sport'
Keyworth noted that none of the innovation that goes on within McLaren would happen without the support of IT tools and equipment from partners such as Cisco and Google.
“Maybe connections are the life of the sport,” he said before the Grand Prix race on October 27 in Mexico City. “Without them, nothing starts. No car can be on the road safely.”
A key component behind McLaren's ability to keep data flowing through to its teams in real time is the so-called mobile data centers.
These are small server rooms that are flown to various races around the world to keep the digital parts of the action online at all times.
“These mobile data centers are flown alongside the iconic F1 cars to each race venue and brought online remotely to enable real-time data storage and processing” from the MTC, said Chintan Patel, head Cisco's chief technology officer for the UK and Ireland, told CNBC.
Another area where AI is adding benefits is commercialization, according to McLaren's Keyworth.
For fans and partners, he said, McLaren is increasingly trying to “enhance the journey and the experience, and make our fans feel more connected.”
With AI, McLaren can better target fans located in older markets for F1 such as the US, where the sport has become more popular – for example, by personalizing information for fans continue at certain times of the day.
Meanwhile, when it comes to using AI on the business side of things, Keyworth said, the main area of development the company sees is in “making everyone's life richer, leaner, faster and more efficient.
“It's not a new job — it's a new job,” he said. “You want to unlock your team to do the things you hired them to do — not work through cost of living in their role.
