Google Cloud has created a multi-year technology partnership with Formula E, and set a goal to leverage Google Cloud technologies, to help drive powerful on-and off-track performance in the ABB FIA Formula E World Championship.
Formula E and Google Cloud have announced a new multi-year AI and technology partnership, starting with the groundbreaking GEN3 Evo era. As part of the alliance, Google Cloud will serve as Formula E’s Official Cloud Technology Services Partner and Official Cloud Security Partner, helping power the Championship’s mission to redefine motorsport and electric racing.
Today’s announcement builds on Formula E's recent success in migrating its data to Google Cloud and employees to Google Workspace for collaboration. Now, under the expanded partnership, Formula E will further enhance its capabilities through a range of initiatives, including:
- Supercharging performance with generative AI: Google Cloud's enterprise-ready AI platform, Vertex AI, and Gemini models will help revolutionise driver performance analysis, delivering personalised insights and real-time feedback to empower both seasoned veterans and rising star drivers. Transformational data insights will be game-changing for enhancing driver skill and access to top-tier driver coaching, summarising vast amounts of car and track data that can support a driver’s racing style and tyre and energy strategies. This technology will fuel engineering innovation, optimise driver development, and democratise access to cutting-edge tools, fostering a more competitive landscape in the future.
- Deepening fan engagement: Beyond the racetrack, Google Cloud's gen AI-ready, unified data platform, BigQuery, can connect to Formula E’s CRM systems to generate hyperpersonalised fan experiences or provide a platform for deeper insights into race predictions for TV graphics. Using the latest Vertex AI capabilities, fans can also engage with all types of data, including video, car telemetry, and social media.
- Enhancing cybersecurity: Google Cloud will provide advanced security measures, including threat intelligence, incident response, and security operations, to protect Formula E's critical data and operations within its cloud environment.
- Expanding the groundbreaking GENBETA project: The partnership will also see further integration with Formula E's groundbreaking GENBETA project, where the two organisations continue to push the boundaries of safety, performance, innovation and sustainability in motorsport.
This builds upon the relationship that Formula E and Google Cloud started with NEOM McLaren Formula E Team driver, Jake Hughes, setting a new indoor land speed Guinness World Record of 218.7km/h. The record was underpinned by a Google Cloud-developed gen AI ‘DriverBot’ for GENBETA, Formula E’s race car development programme. ‘DriverBot’ harnessed real-time data from the car, alongside historic race data, to help Hughes and his engineers smash the existing indoor land speed world record by more than 50 km/h.
Formula E and Google Cloud will explore three core areas:
- New Technologies in Sporting Development: Harnessing advanced data analytics and generative AI through Google Cloud's data streaming and processing tools in the pioneering GENBETA Programme.
- Accelerating Fanbase Growth: Using Google Cloud technologies to analyse massive datasets of fan behaviour, preferences, and demographics to create highly tailored marketing campaigns.
- Supporting Formula E's Sustainability Leadership: Scaling access to Formula E’s Girls on Track Programme designed to build pathways into motorsport for young women.
