Motorsport OEMs: Take pole position in the AI race

MIA Member Hewlett Packard Enterprise has shared the following news article.

Motorsport OEMs: Take pole position in the AI race

Any motorsport fan will tell you: There’s nothing like watching the world’s best drivers tear around a corner at breakneck speed, or make a shocking overtake on the last lap of a race. All the while, engineers pore over terabytes of data to squeeze every drop of horsepower from their cars, bikes, or boats.

But the battle really begins long before race day—when teams choose their tech suppliers. OEM innovations have been helping the world’s greatest engineers and drivers push the limits of what’s possible. And now, AI is poised to help OEMs power ever more groundbreaking motorsport innovations.

Why now is the right time to invest in AI

Momentum for AI in motorsport is building. Let's take a look at the reasons why it’s the perfect time for OEMs to bring AI into their operations and transform their businesses.

Motorsport is growing and evolving, fast

Motorsport fan interest is at an all-time high. New racing series like Formula E are picking up momentum, especially with eco-conscious viewers. And popular docuseries like Drive to Survive and 100 Days to Indy are bringing motorsport to a new generation of fans. All signs point to sustained growth, and a bigger market means more opportunities for OEMs to create value.

AI is more accessible than ever

AI is no longer just an experiment for tech giants. With breakthroughs like pre-trained models and specialized processors, AI is more affordable, easier to deploy, and quicker to produce results than ever. All the key ingredients of AI innovation— cloud platforms, computing resources, and expert support—are available for OEMs who want them.  

Innovative OEMs will take the lead

As with any growing opportunity, speed is key. OEMs who take on AI now will have a first-mover advantage, positioning them to outpace the competition and carve out more space in the market.

The automotive industry is already benefiting from AI, with OEMs using it to accelerate manufacturing processes and reduce errors . Now it’s time for motorsport to reap the rewards of AI, too—from more cost-effective processes to new revenue streams.

How OEMs can use AI to drive value in motorsport

For OEMs, there are a wealth of opportunities to integrate AI throughout the motorsport supply chain and come up with new solutions for fresh challenges.

In the design cycle

Whether building engine parts or sensor systems, any OEM designing components has a clear opportunity to enhance their design process using AI. For example: if a new regulation requires  changes to your component's dimensions, AI can simulate these changes to show their impact, letting you quickly test iterations and adapt at a lower cost.

Or let’s say you produce an engine component for stock cars. You could run an AI-powered simulation to test their performance in other vehicles, like motorbikes or powerboats—potentially opening revenue streams in new markets, without having to build physical prototypes.

Engineers can even use augmented reality (AR) to visualize components and fast-track diagnostics. By overlaying digital models onto real-world objects, AR helps identify issues quickly and accurately, reducing the risk of errors when it comes to working on the vehicle.

In the words of a seven-time F1 World Drivers’ Champion:

“The quicker we can run simulations, the quicker we can get an answer and apply changes to a car.” —Lewis Hamilton

On race day

AI shines on race day, when telemetry data becomes critical. Take F1, where a single car can generate up to three terabytes of data per race, from engine performance to tire conditions. AI can help teams process vast quantities of data at speed, letting them make tactical decisions mid-race—like choosing the perfect time to pit or fuel up.

Plus, if teams detect a fault through AI-powered predictive maintenance, they can take proactive measures and replace faulty components before they cause a breakdown. Even using AI to predict the weather could help race teams make a crucial tire swap at the right time.

And with AI solutions running on edge systems that can withstand trackside conditions, teams don’t need to wait for data to be sent back to their headquarters for processing. OEMs can provide the infrastructure and AI-powered solutions to help teams put their data to work and stay at the top of their game.

For the fans

AI isn’t just for drivers and engineers—it also lets fans engage with the sport in exciting new ways. From optimized camera angles and highlight reels to eye-opening stats, AI can help providers capture and deliver better content in the heat of the moment.

Imagine knowing the exact moment a record for overtakes on TT Circuit Assen is broken, or the very second a driver takes Monaco’s Turn 10 at a new highest-ever speed.

I think many of motorsport’s greatest moments are yet to come, and AI could make fans feel more connected to those moments than ever—whether they’re watching races from packed trackside stands or the comfort of their couch.

AI is already changing motorsport

You don’t need to look far to see the impact AI is already having on the world of motorsport, with innovations both on and off the track.

Formula One

In Formula One (F1), teams like Mercedes-AMG Petronas are using AI to turn trackside data into actionable insights, which enables split-second decisions during each race. And back at the factory, they are deploying machine learning algorithms to automatically analyze large images like component scans, making the process 90% faster than with manual labor.

Furthermore, many teams, including Red Bull Racing, use AI-enhanced simulations to help train their drivers—creating true-to-life track conditions and letting drivers practice without putting stress on the car. Red Bull’s own Max Verstappen is well-known for his love of virtual racing.

Formula E

Formula E teams are also embracing AI, with Maserati MSG Racing using AI to help manage its car’s energy while outpacing its opponents. Maserati also uses AI to analyze its competitors’ public radio comms and gather precise insights through a speech-to-text solution, helping the team come up with effective counterplays.

McClaren Racing even used AI to design a unique, one-race livery for its first appearance at the London ePrix, creating the conceptual artwork using AI-powered text and image generation.

NASCAR

NASCAR is using AI to upgrade its content output and automate the creation of video highlights. This has more than doubled the number of videos NASCAR publishes, with each clip showcasing the most heart-stopping events of every race—from near-misses to photo finishes.

It also uses AI to deliver low-latency feeds of its street races, using real-time data to zoom in on the most action-packed moments and keeping viewers engaged.

AI breakthroughs are happening across motorsport, and none would be possible without OEMs leading the way.

How to get started with AI

Harnessing AI might sound complicated, but with the right partner, it doesn’t have to be.

At HPE Discover 2024, were announced HPE’s Private Cloud AI , developed in partnership with NVIDIA. The platform offers market-ready AI solutions to help OEMs of any size quickly accelerate towards their goals, and every tool you need to take ideas from development to deployment. Plus, you’ll have support from HPE experts to help you tailor your solutions to specific use cases, secure sensitive data, and scale your operations effectively.

OEMs are at the heart of motorsport—without them, no team would reach the podium. AI is here to help you land similar victories for your own business.