Aston Martin F1 expands AI partnership

Aston Martin Aramco Formula 1 Team has agreed an expanded multi-year partnership renewal with AI business transformation platform ServiceNow.  

Since partnering in 2023, ServiceNow has ‘helped streamline processes across the AMR Technology Campus and trackside by automating IT and facilities requests, centralising the employee experience, and boosting data analytics to accelerate decision-making.’

Aston Martin Formula 1 has stated that the latest renewal will reinforce a ‘shared vision to drive innovation and enhance operations across the business.’

The enhanced partnership will further integrate ServiceNow’s advanced technology into the team’s HR and finance functions.

As part of the renewal, ServiceNow branding will also feature prominently on key areas of the team’s Formula 1 car, AMR25, and, on driver race suits throughout the 2025 season.

Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula 1 Team, said, “ServiceNow is a leader in business transformation, and we are thrilled to continue working together as we transition into a long-term partnership with them. Their advanced technology is set to revolutionise our team’s operations, and I look forward to seeing it develop as we head into the 2025 Formula 1 season.”

Colin Fleming, Chief Marketing Officer, ServiceNow, added, “Formula 1 and ServiceNow share the same DNA – precision, speed, and innovation – so extending our partnership with the Aston Martin Aramco Formula 1 Team is a natural next step. We’re excited to see how our technology is helping the team to work faster, more efficiently, and ultimately reach peak performance.

“Together, we’re pushing the limits of what’s possible, both on and off the track.”