How motorsport is embracing the opportunities of AI

As the role of artificial intelligence in modern life increases, motorsport isn’t being left behind. And it's not only Formula 1 teams who are seeking to capitalise on the latest technological revolution of modern times...

James Newbold Mar 15, 2024, 5:48 PM

Upd: Mar 18, 2024, 4:02 PM

Engineering

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Backlash to the virtual female influencer introduced by Mahindra on the eve of the current Formula E season that resulted in it being swiftly scrapped showed how artificial intelligence in motorsport is a long way from gaining universal acceptance. Criticism directed at the short-lived PR campaign fronted by ‘Ava’, described as a ‘Sustainable Tech Queen & Racing Rebel Robot’, largely coalesced around the decision not to ‘employ’ a human for the role and ultimately rendered its continued existence untenable.

Team boss Frederic Bertrand explained that its intention was “just to add one tool to our toolbox for communication and to have one additional possibility for people to ask questions and get answers”. Its value, he added, was “as an addition to what we are doing and then it’s not replacing anyone”. But it was a point he acknowledged Mahindra “probably didn’t explain enough and that’s where we have failed”.

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Author James Newbold

James Newbold is Autosport's Plus Editor, responsible for coordinating website feature content.

In a sign of things to come, having completed his Politics and International Relations degree at the University of East Anglia in 2015, he left his graduation ceremony early to catch the last train to Brussels for the following day's Spa 24 Hours.

After a period as a freelancer, he joined the Autosport staff in 2018 and won the Motorsport UK young journalist of the year award.

He initially edited Autosport magazine's Performance and Engineering supplements before joining the website team in his current role in 2020.

A keen enthusiast of anything that can be categorised unusual, niche or random, he enjoys unearthing little-known stories across all branches of motorsport, but has spent most of his career covering sportscars as Autosport's British GT correspondent and is a regular part of the Le Mans 24 Hours reporting team.

An expert in catching 40 winks on media centre floors, he lives with his wife and son in Plymouth, England.