AI moves deeper into Formula One

Artificial intelligence is becoming more deeply embedded in Formula One, both on the track and across the commercial model around it. Eight new AI partnerships have been signed in the past six months, according to Ampere Analysis, as teams and the championship itself look for new ways to improve performance, efficiency and decision-making in an already data-heavy sport. Atlassian Williams Racing is working with Anthropic and its Claude model to support team operations and race strategy, while Oracle Red Bull Racing continues to integrate AI into engineering and decision-support workflows. F1 itself is also using generative AI through AWS in live broadcasting, while Google’s McLaren partnership has shifted more clearly toward Gemini branding. Technology remains the biggest spending category in Formula One, with SponsorUnited estimating teams spent $769 million last season, up 41% year on year. AI and machine-learning companies now account for four of the top 15 new sponsorship investors in the sport, while Formula One’s total team sponsorship revenue reached $2.54 billion in 2025.

AI in F1 is no longer limited to back-office automation or headline sponsorships; it is moving closer to the core of how teams operate, interpret regulations and make faster decisions under pressure. It is also becoming a more visible part of the sport’s commercial identity, with blue-chip technology companies using Formula One as a high-performance showroom for their own AI products. In that sense, the next phase of AI in sport may not be defined by generic experimentation, but by categories like Formula One where performance, operations and commercial storytelling already sit on the same technical foundation.