Formula E Pens Google Cloud Technology Deal

Formula E has inked a multi-year technology partnership with Google Cloud.

Under the wide-ranging agreement, the all-electric racing series will utilise data and generative artificial intelligence (AI) from Google Cloud’s GENBETA Programme to help enhance on-track performance.

The deal builds on last year’s collaboration between Formula E and Google Cloud, when the company’s AI-powered technologies helped McLaren driver Jake Hughes set a new indoor land speed Guinness World Record. 

Google Cloud’s live chat interface, named ‘DriverBot’, paired live data from the car with historic data to help Hughes reach a record speed of 218 km per hour.

Off the racing track, Google Cloud technologies will analyse data points such as ‘fan behaviour, preferences and demographics’ to help the series launch targeted marketing campaigns.

The tech giant will also support Formula E’s Girl’s On Track Programme, which aims to create pathways for young women in motorsport.

Formula E CEO Jeff Dodd said, “Our multi-year technology partnership with Google Cloud is clear evidence of the scale of our ambition in establishing Formula E as the world’s most innovative, exciting, and fastest-accelerating sport.

“We began our collaboration by setting a world record and are hugely ambitious about what’s next.”

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