Formula One teams expand AI partnerships to boost operations and race strategy
Formula One teams signed eight artificial intelligence partnerships in the past six months, according to Ampere Analysis. The deals cover team operations, race strategy, and data handling across the sport's 11 teams.
Williams F1 partnered with Anthropic to use Claude, an AI model, in team operations and race strategy. The multi-year deal positions Claude as the team's "Official Thinking Partner." Peter Kenyon, Williams Board Advisor, said the partnership goes beyond sponsorship branding.
"We see it as one of our differentiating points: how can this partner help us in that journey back to the top?" Kenyon told Reuters.
Williams and Anthropic are working with the team's technology staff to identify where AI can reduce manual work and improve decision-making during races. Formula One teams operate under a cost cap of US$215 million for 2026.
Technology sponsorship grows as AI enters F1
Technology companies now account for a larger share of Formula One sponsorship. Technology was the largest spending category among team sponsors last season, reaching US$769 million, up 41% from the previous year, according to SponsorUnited.
AI and machine learning brands accounted for four of the top 15 new sponsorship investors. CoreWeave, a cloud infrastructure company, partnered with Aston Martin F1 team.
Formula One team sponsorship reached US$2.54 billion in the 2025 season across 382 deals with 358 brands. The figure placed the sport behind the National Football League, which generated US$2.7 billion.
Adam Lewis, senior analyst at Ampere Analysis, said efficiency is a common benefit associated with AI products, creating a commercial fit between teams and AI companies.
AI automates data collection and race decisions
Oracle Red Bull Racing is using an AI-powered strategy agent to automate data collection and surface information for engineers during changing race conditions. Jack Harington, group partnership lead for Oracle Red Bull Racing, said newer AI systems provide decision support rather than only retrieve information.
"AI helps engineers focus on their main responsibilities by reducing time spent on supporting tasks," Harington told Reuters.
The shift reflects how teams use AI agents and automation to handle routine work, freeing engineers to concentrate on strategy and performance.
Formula One adopts AI across operations
Formula One itself has adopted AI through partnerships with major technology vendors. Amazon Web Services provides machine learning and cloud tools for F1 Insights on live broadcasts. AWS also used generative AI to produce hundreds of trophy design iterations for the 2024 Canadian Grand Prix.
Lenovo, a global partner since 2022, provides laptops, devices, and AI PCs for race delivery. Arthur Hu, Lenovo's global chief information officer, said the company supports race operations and remote work during race weekends.
Lenovo's role was elevated to Global Partner status from 2025. Hu said Formula One's technical environment creates room for further use of technology in operations.
Operations professionals managing similar constraints may find value in understanding how these partnerships address efficiency and cost control. The AI Learning Path for Operations Managers covers practical applications in your role.
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