Any motorsport fan will tell you: There’s nothing like watching the world’s best drivers tear around a corner at breakneck speed, or make a shocking overtake on the last lap of a race. But the battle really begins long before race day—when teams choose their tech suppliers.
OEM innovations have been helping the world’s greatest race teams push the limits of what’s possible. And now, AI is poised to help OEMs power even more groundbreaking motorsport innovations.
Why now is the right time to invest in AI
Momentum for AI in motorsport is building. Here’s why now’s the perfect time for OEMs to bring AI into their operations and transform their businesses.
Motorsport is growing and evolving, fast
Motorsport fan interest is at an all-time high. New racing series like Formula E are gaining popularity, and docuseries like Drive to Survive and 100 Days to Indy are bringing motorsport to new fans. All signs point to sustained growth, and a bigger market means more opportunities for OEMs to add value.
AI is more accessible than ever
With breakthroughs like pre-trained models and specialized processors, AI is more affordable, easier to deploy, and quicker to produce results than ever. All the key ingredients of AI innovation—cloud platforms, computing resources, and expert support—are readily available to OEMs that want them.
Innovative OEMs will take the lead
As with any growing opportunity, speed is key. OEMs who adopt AI now will have a first-mover advantage, positioning them to outpace the competition and grow quickly.
The automotive industry is already benefiting from AI, with OEMs using it to accelerate manufacturing processes and reduce errors. Now it’s time for motorsport to reap the rewards of AI, too.
How OEMs can use AI to drive value in motorsport
From the factory to the track, OEMs have a whole range of ways to bring AI to motorsport. Let’s take a look at the top three.
In the design cycle
OEMs that build components can greatly enhance their design process using AI. If a new regulation requires you to change your component's dimensions, AI can simulate these changes—letting you quickly test iterations and adapt at a lower cost.
Or let’s say you produce an engine component for stock cars. You could use AI to simulate its performance in motorbikes and powerboats, potentially opening new revenue streams without having to build physical prototypes.
In the words of a seven-time F1 World Drivers’ Champion:
“The quicker we can run simulations, the quicker we can get an answer and apply changes.” —Lewis Hamilton
On race day
In F1, each car generates up to three terabytes of data per race, from engine performance to tire conditions. Teams can use edge-based AI to quickly process real-time trackside data, informing tactical decisions like when to pit or fuel up.
Plus, engineers can use AI to detect faulty components and replace them before they cause issues. Even using AI to predict the weather could help race teams make a crucial tire swap at the right time.
For the fans
Imagine witnessing the record for overtakes on TT Circuit Assen being broken, or a driver taking Monaco’s Turn 10 at a new highest-ever speed. From optimized camera angles and highlight reels to eye-opening stats, AI can help capture and deliver better content in the heat of the moment.
I think many of motorsport’s greatest moments are yet to come, and AI could make fans feel more connected to those moments than ever—whether they’re watching races from packed trackside stands or the comfort of their couch.
AI is already changing motorsport
You don’t need to look far to see the impact AI is having on the world of motorsport, with innovations both on and off the track.
Formula One
Teams like Mercedes-AMG Petronas are using AI to turn trackside data into actionable insights, enabling split-second race decisions. Back at the factory, they are deploying machine learning to analyze component scans 90% faster.
And many teams, including Red Bull Racing, use AI-enhanced simulations to train drivers in true-to-life track conditions without putting stress on the car. Red Bull’s own Max Verstappen is well-known for his love of virtual racing.
Formula E
Maserati MSG Racing uses AI to help manage energy during races and analyze opponents’ tactics, helping them come up with effective counterplays.
And McClaren Racing even showcased a unique, one-race livery for its first appearance at the London ePrix, creating the conceptual artwork using AI-powered text and image generation.
NASCAR
NASCAR is using AI to automate its content output, more than doubling its published videos. Each clip showcases the most heart-stopping events of every race—from near-misses to photo finishes.
It also uses AI to deliver low-latency feeds of its street races, using real-time data to capture action-packed moments and keep viewers engaged.
How to get started with AI
Harnessing AI might sound complicated, but with the right partner, it doesn’t have to be.
HPE’s Private Cloud AI offers market-ready AI solutions to help OEMs take ideas from development to deployment. Plus, you’ll have support from HPE experts to help you tailor your solutions to specific use cases, secure sensitive data, and scale your operations.
OEMs are at the heart of motorsport—without them, no team would reach the podium. AI is here to help you land similar victories for your business, and HPE OEM is here to help you harness it.
MattQuirk
With a passion for innovation and technology, I am lucky enough to work within high-growth opportunities across multiple industries including manufacturing, healthcare, energy, media and entertainment and security - with technology innovations that are advancing the way people live and work such as AI, autonomous everything and 5G.