Formula E has revealed a new multi-year technology partnership with Google Cloud, aimed at enhancing the performance of the ABB FIA Formula E World Championship using data analytics and generative AI tools. The collaboration will focus on various initiatives including the GENBETA Programme and sustainable projects like the Girls on Track Programme.
Formula E has announced a new multi-year technology partnership with Google Cloud ahead of this Saturday’s race at São Paulo’s Sambadrome. The collaboration will utilize Google Cloud’s scalable infrastructure, data analytics, and generative AI tools to enhance the ABB FIA Formula E World Championship’s performance both on and off the track.
This partnership builds on a relationship that began last summer when NEOM McLaren Formula E Team driver Jake Hughes set a Guinness World Record for the fastest indoor land speed—218.7 km/h—using a Google Cloud-developed gen AI ‘DriverBot’ in the GENBETA programme.
Key focus areas for the partnership include deploying advanced data analytics and generative AI in the GENBETA Programme, optimizing fanbase growth through tailored marketing campaigns, and supporting sustainable initiatives like the Girls on Track Programme.
Formula E CEO Jeff Dodds emphasized the ambition to establish Formula E as the most innovative and fastest-accelerating sport, while Henry Chilcott, Chief Marketing Officer, highlighted the role of Google Cloud technologies in expanding their fanbase. Laurence Lafont, Vice President of Strategic Industries EMEA at Google Cloud, reiterated Google Cloud’s commitment to driving innovation in sustainable motorsport.
