At the Spanish Grand Prix on Sunday, Formula 1 plans to present a new artificial intelligence called “Statbot”. Amazon.com Inc., whose executives described plans for AI-powered personalized shows to keep viewers engaged.
The Statbot will comb through race archives and analyze masses of real-time race data to provide context and trivia to presenters during the race in Barcelona, using technology from the Seattle-based company’s Amazon Web Services cloud computing division, said Neil Ralph, the technology company’s head of technical collaboration with Formula 1.
It is a sign of how AI is penetrating the media and how the owner of Formula 1, Liberty Media Corp. is looking for ways to keep fans glued to their screens.
Led by billionaire cable magnate John C. Malone, Liberty bought F1 from CVC Capital Partners in a act was announced in 2016. Since then, the focus has been on increasing the global appeal of the sport and expanding its audience with marketing tricks such as behind-the-scenes looks. Netflix Inc. documentary series Formula 1: Driving to survive.
But in a sport that relies heavily on technology and whose human protagonists are hidden behind helmets, officials are also looking to spice up live race coverage. The companies say they are also using AI to make predictions during the race on issues such as when to pit or whether a driver might attempt to overtake, using real-time data such as the car’s performance and tire wear.
“With this data and familiarity with the fan, you can think about hyper-personalized experiences,” said Eric Gales, managing director of AWS Canada, in an interview at the Canadian Grand Prix in Montreal in early June.
Ralph said: “That’s our goal, so that you as a fan can choose how much data you see and what stories you want to be told.”
Competing with other sports, streaming shows, TikTok and video games, the battle for attention has never been more intense. While Formula 1 has expanded its reach in the US with the Netflix series and new races like the Las Vegas Grand Prix, the sport is still sometimes criticized for being too predictable. Last year, Formula 1’s top driver, RedBull Max Verstappen from the Formula 1 racing team won 19 of the 22 races; this year it is six of nine.
“We cannot rely on just giving them a passive experience,” said Dean Locke, Formula 1’s broadcast and media director, speaking to reporters in Montreal remotely from the group’s media and technology centre in Biggin Hill, UK.