The swift and the future-driven are transforming motorsport

This acceleration is happening beyond the racetrack. Formula E’s digital evolution, fueled by its collaboration with Infosys, is transforming the fan experience. “It’s a movement to render motorsport more accessible and exhilarating for the new generation,” states Infosys principal technologist, Rohit Agnihotri. 

From live leaderboards and predictive features to tailored narratives that cater to individual fan preferences—whether regarding driver rivalries or battery efficiency—Formula E and Infosys are employing AI-driven platforms to deliver fan experiences as dynamic as the races themselves. “Technology transcends mere expectation; it’s enhancing the overall fan journey and fostering inclusivity within the sport,” asserts Agnihotri. 

AI is also revolutionizing how the organization functions. “In the past, we used to traverse the company, knocking on doors and dragging people to technology, compelling them to utilize systems and shift to the cloud,” notes Cherowbrier. “AI has flipped that script, and now individuals are knocking on our doors clamoring to use this tool or that tool.” 

As audiences become increasingly diverse and expectations transform, Formula E exemplifies sustainable innovation. Machine learning methodologies now assist in identifying the most carbon-efficient methods for transporting batteries across vast distances, while remote broadcast production has significantly curtailed travel emissions and diversified the workforce. These advancements demonstrate how digital intelligence can enhance accessibility without amplifying carbon footprints. 

For Cherowbrier, this intersection of sport, sustainability, and technology is merely the start. With its data-oriented focus on performance, experience, and impact, Formula E is providing insight into how entertainment, innovation, and environmental stewardship can progress together. 

“Our aim is unmistakable,” states Agnihotri. “Support Formula E in becoming the world’s most digital and sustainable motorsport. The future is electric, and with AI, it’s more captivating than ever.” 

This episode of Business Lab is produced in collaboration with Infosys. 

Complete Transcript: 

Megan Tatum: From MIT Technology Review, I’m Megan Tatum, and this is Business Lab—a show aimed at helping business leaders decipher new technologies emerging from laboratories into the marketplace.  

The ABB FIA Formula E World Championship, recognized as the world’s first all-electric racing circuit, premiered in the Olympic Park grounds in Beijing in 2014. Just over a decade later, it stands as a global entertainment brand featuring 10 teams, 20 drivers, and broadcasts in 150 countries. Technology plays a pivotal role in how Formula E is navigating this expansive growth and delivering increasingly personalized experiences. 

Two words for you: enhanced fandom. 

Joining me today are Rohit Agnihotri, principal technologist at Infosys, and Dan Cherowbrier, CTIO of Formula E. 

This episode is produced in collaboration with Infosys. 

Welcome, Rohit and Dan. 

Dan Cherowbrier: Hello. Thank you for having us. 

Megan: Dan, as previously mentioned, the first season of the ABB FIA Formula E World Championship commenced in 2014. Can you elaborate on how the first all-electric motorsport has transformed in the past decade? What are the changes regarding its scope, the markets it serves, and naturally, its fan base? 

Dan: When Formula E launched in 2014, there were virtually no domestic EVs on the streets. If you were in London, the ones that come to mind were hybrid Priuses; that was the extent of our knowledge. At that time, they couldn’t even source a battery large enough for a car to complete a full race. Hence, the first generation of cars necessitated drivers to pit halfway through, switch cars, and continue—a nearly absurd scenario in hindsight, yet it was instrumental for driving innovation towards the next stage. 

Four years later, Gen2 emerged with a battery sufficiently large to enable complete races and significantly enhance the sport’s quality. Gen3 is achieving impressive speeds, and Gen4—which is set to debut next year—is anticipated to align acceleration with Formula One. I have been privileged to witness some of the testing. You will see a truly remarkable vehicle that invites scrutiny over EV capabilities. It will indeed outperform traditional ICE. 

That’s the technological transformation of the vehicle. However, looking at the sport, the audience demographic has undergone considerable changes over the last 11 years. As we approach season 12, we’ve witnessed a comprehensive democratization of content access and a shift in what audiences expect. This new generation of fans is younger and more gender-diverse, with almost equal representation in our fan base. They demand personalized experiences and are quite vocal about their preferences. It’s no longer sufficient to provide a single race for all; we need to cater to them. This change has been palpable over the last 11 years. 

Megan: It’s remarkable how much has changed in just over a decade, isn’t it? Navigating that is quite the task. Rohit, what strategic vision did Infosys have when associating with Formula E? What did Infosys see in engaging with such an emerging sport? 

Rohit: That’s an insightful question, Megan. When considering Formula E, we perceived it as more than just a racing series; we envisioned the future. A sport that embodies electric, sustainable, and digital-first principles. That’s precisely where Infosys aspires to be, at the crossroads of technology, innovation, and purpose. Our strategy encompasses three primary objectives. First, expanding the fan base. Formula E aims to connect with 500 million fans by 2030. This is not merely a figure; it’s a mission to make motorsport engaging and accessible to the upcoming generation. To facilitate this, we are developing an AI-powered platform that provides tailored content to fans, ensuring everyone feels valued and connected. Picture a fan in Tokyo receiving insights customized for their favored driver, while someone in London gets a sustainability narrative relevant to them. That’s the type of personalization we’re targeting. 

Secondly, promoting technological innovation. We have already introduced the Stats Centre, which transforms race data into interactive narratives. Soon, Race Centre will elevate that further with live leaderboards, track overtakes, attack mode timelines, and even AI-generated live commentary. Fans won’t merely observe; they’ll engage, predict race outcomes, and share insights globally. Lastly, supporting sustainability. Formula E is already net-zero certified, but aims to reduce carbon emissions by 45% by 2030. We will facilitate that via AI-driven sustainability, data management, tracking every ounce of energy, every logistical choice, and modeling scenarios to enhance the eco-friendliness of racing. Partnering with an emerging sport affords us the opportunity to influence its digital future and demonstrate how technology can invigorate and empower motor racing. To us, Formula E represents more than a sport; it’s a reflection of the direction in which the world is heading. 

Megan: Incredible. 500 million fans, that’s an impressive target! With increased scale often comes greater expectations. Dan, you’ve briefly touched on this previously, but what do your fans truly desire from their interactions? Can you delve deeper into the experiences they seek and the complexity involved in delivering that? 

Dan: A telling aspect of the modern fan is that I may not be able to definitively state what they want from their experiences; each individual’s desires are distinct and personalized. 

Megan: Naturally. 

Dan: Moreover, these desires are rapidly evolving. What someone seeks today may differ from their needs in months ahead. We must learn to adapt accordingly. In my role as CTO, the focus often lies on technology central to the narrative. However, if we consider it more broadly, it’s about being a continual transformation officer. We are in a constant state of change, adjusting our offerings and the manner of delivery. As fans engage, they discover new experiences not only within different sports but also outside of them, leading to elevated expectations when they turn to us. Thus, how can we enable fans to feel part of the sport, enjoy personalized experiences, and connect with the athletes and personalities within it? Our sport is heavily technology-focused, common in motorsport. Yet, fundamentally, fans desire to see people. Even in a technology-heavy environment, they yearn for human interaction with the technology, and that’s key to how we convey it. 

Megan: It’s certainly a substantial challenge. Rohit, your experience with various brands in crafting these fan experiences spans multiple sports. Is motorsport perhaps more intricate than others, considering that fans are drawn to racing for several reasons beyond just winning? They may be interested in team dynamics, specific drivers, vehicle technologies, and so forth. How does motorsport compare, and how vital is it that Formula E has embraced technology to meet expectations? 

Rohit: That’s an excellent point. Motorsports do present a greater level of complexity compared to other sports. Fans are concerned not just with the outcomes; they are invested in team strategies, intricate rivalries, and are captivated by the technology behind the cars. Formula E introduces an additional element: sustainability and electric advancement. This elevates the necessity for personalization. Fans crave more than just outcomes; they demand narratives and insights. Formula E recognized this early and adopted technology effectively. 

Consider the data relating to a single race—lap times, energy consumption, battery efficiency, attack mode activations, and pit strategies—it’s an extensive dataset. Presenting it as raw figures can be overwhelming. However, employing Infosys Topaz, we transform that data into engaging and digestible stories. Fans can comprehend how a driver surged from 10th to the podium, or how a team managed energy effectively for an advantage. For newcomers, we’re incorporating educational videos and interactive resources in the Race Center, facilitating a smoother introduction to the sport. This is crucial as Formula E is still emerging, with many fans encountering it for the first time. Technology transcends just meeting needs; it enhances the overall fan journey and fosters inclusivity. 

Megan: There’s a considerable amount happening in this arena. What other ways has Formula E begun leveraging generative AI and other cutting-edge technologies? Dan, when we discuss the demand for more personalized experiences, for example. 

Dan: The implementation of AI occurs in three primary areas for us. We have AI embedded in our sport—it’s part of our core identity. Each team leverages this, but how can we harness it as a championship too? It’s about creating a competitive environment. We also deploy AI in our fan-facing offerings, collaborating extensively with Infosys on this front, and similarly in our broadcast technologies. For instance, you might be familiar with super slow-motion cameras. These utilize three cameras positioned identically to triple the frame rate, enabling slow-motion visuals. Previously, these cameras were prohibitively expensive and cumbersome. Now, we’re applying AI to take traditional camera feeds and interpolate between two frames to craft a slow-motion effect, achieving results indistinguishable from high-end systems. The beauty of this method is that any camera can now function as a super slow-motion camera. 

Megan: Incredible. 

Dan: Additionally, we implement AI in our graphics technologies, optimizing elements such as driver audio visualization. When a driver communicates with their engineer in the garage, we display that text onscreen, utilizing AI to differentiate between the driver’s voice and their team engineer’s or principle’s. This application of AI is crucial; we lack the resources to have a 24-member stenography team. Through AI, we maximize our capabilities. Finally, we incorporate AI in our business operations. We’re managing the logistics of racetracks worldwide, dealing with our staff’s travel requirements, and addressing insurance protocols, while also measuring carbon impacts. 

For example, concerning battery transport, we employ AI tools to assess whether it’s more efficient to transport by air, sea, or road freight, or if we should stock them locally instead. Interestingly, despite the weight of a battery, due to its material composition, we may find air transport to be more beneficial. We’ve relied on AI to navigate these intricate considerations that would be unwieldy for a human to analyze swiftly. 

Megan: It sounds like a lot of fascinating developments are underway. However, for a global entity, there’s also the challenge of operating in various markets. Each location possesses distinct regulatory frameworks concerning data privacy and AI. How has technology assisted you in managing these complexities, Dan? 

Dan: Another intriguing aspect about AI is… I have held technology leadership positions for quite some time now. Historically, we would traverse the company, compelling people to adopt technologies, pushing them to take up systems and migrate to cloud services. AI has entirely reversed this dynamic; individuals now approach us eager to use various tools. It’s a pleasure to witness such enthusiasm. AI is promoting broader technology adoption, benefiting the organization as a whole. 

Megan: As the first all-electric motorsport series globally, sustainability is undoubtedly a fundamental aspect of Formula E’s mission. Would you share how technology is facilitating the achievement of your sustainability goals? 

Dan: We have been the only sport with a certified net-zero pathway, and maintaining this is integral to our core principles. I serve on our management team, which includes a sustainability VP who rigorously reviews and holds us accountable for our decisions. She scrutinizes our data center choices, our rationale behind decisions, ensuring we are aligned with our sustainability commitments. We embed technology in specific areas, including freight logistics. The entire championship’s freight operations are comparable to one Formula One team, and it remains our leading contributor to carbon emissions. We rigorously analyze and seek to minimize air and sea freight, opting for local solutions wherever feasible. This aligns with our pledge to invest in the communities where we race. 

Additionally, we have redefined our travel strategies for staff over the past four to five years, expedited through the COVID-19 pandemic, which fostered remote working and remote television production. Previously, we would deploy a large contingent to racetracks for on-site broadcast production. Now, with dual internet connections, we stream all cameras back to our operations base. 

Megan: Understood. 

Dan: This transition allows us to minimize onsite personnel to just camera operators and some engineering staff to manage equipment, while our comprehensive production team works remotely from our UK base. We layer direction, graphics, audio, and various engaging elements into the broadcast remotely. One intriguing facet is that this approach enhances carbon sustainability efforts while simultaneously improving social equity within our workforce. Initially, we discovered that we had a youthful, diverse workforce up to the age of 30, but beyond that point, we faced a loss of female employees because they were often deterred by the travel demands. 

Megan: I see. 

Dan: This situation stems from the phase in life when many are starting families, leading to unnecessary divisions. By implementing remote solutions, we’ve enabled our team to decrease travel frequency, allowing for a family-friendly lifestyle while maintaining their careers, resulting in enhanced product quality through diverse input. 

Megan: That’s a fascinating perspective; it illustrates how environmental sustainability aligns with social responsibility. Rohit, can you share how Infosys has collaborated with Formula E to advance technology in support of their sustainability objectives? 

Rohit: Certainly. Infosys recognizes that sustainability is intrinsic to Formula E’s mission, which is a crucial reason for our partnership. Formula E is already certified as net-zero, but their ambitious target to reduce carbon by 45% remains at the forefront. Infosys contributes in two notable ways. First, we’ve developed AI-powered sustainability data tools that ensure carbon reporting is precise and verifiable. Every watt of energy, every logistic decision, every facet of material use can be monitored. Secondly, we employ predictive analytics to simulate scenarios illustrating how modifications in race logistics or battery technologies affect emissions, enabling Formula E to make informed, greener choices. Our aim is to transform sustainability from static reports into actionable strategies, positioning Formula E as a global leader in eco-friendliness within motorsport. 

Megan: In April 2025, Formula E, in partnership with Infosys, will launch its Stats Centre, providing fans with interactive access to driver and team performances, significant milestones, and narratives. You’ve mentioned this earlier; could you elaborate on the design of this platform and its role in Formula E’s broader vision to personalize the fan experience? 

Rohit: Certainly. The Stats Centre signifies a substantial advancement. Prior to this initiative, fans accessed basic statistics via the website and mobile app, but these offerings lacked a comprehensive narrative. We aimed to change that. Utilizing Infosys Topaz, the Stats Centre leverages AI to convert race data into interactive tales. Fans can delve into key statistics adapting to race timelines and even converse with an AI companion for instant insights—akin to having a personal race analyst available at their beck and call. Furthermore, next year we will unveil Race Centre, featuring live data boards, 2D track representations displaying driver positions, overtakes, attack timelines, and AI-generated commentary. Fans can anticipate podium predictions, vote for the driver of the race, and share their thoughts on social media. Additionally, we’re incorporating video explainers for novice fans addressing rules, strategies, and vehicle technologies. Our objective is straightforward: render every experience thrilling and comprehensible. Whether a die-hard supporter or a first-time viewer, fans should feel connected and informed. 

Megan: Wonderful. It sounds exceptional. And as you indicated, Dan, harnessing data and AI offers significant benefits in deepening fan engagement, but it can also present challenges. How is Formula E addressing those? 

Dan: The AI era has brought forth two primary hurdles for us. The first involves the obsolescence of traditional SEO (search engine optimization). Presently, we are grappling with how to construct our systems and enrich them with appropriate content and data, ensuring alignment with search engines for proper display. The evolving nature of foundational models often doesn’t keep pace with our dynamic organization and product—frequently, these models reflect only a snapshot in time during training. While larger technology firms will rectify this over time, we must focus on delivering accurate first-party content to create effectively earned media—this is our immediate task. 

The second challenge arises from the fact that, although these tools are accessible to all of us and we’re leveraging them effectively, others in the tech landscape are doing the same, elevating the cybersecurity risks. With the increasing rate and severity of hacking incidents, we are compelled to enhance our cybersecurity protocols, which poses difficulties for an innovative company. We aim to foster experimentation without instituting excessive constraints. It’s crucial to strike that balance. 

Megan: Understood. 

Dan: Rohit, do you have similar observations? 

Megan: How has Infosys collaborated with Formula E in navigating some of these challenges, Rohit? 

Rohit: Indeed. Infosys has supported Formula E in addressing these challenges through three main strategies: simplifying complex race data into engaging fan experiences via platforms like Stats Centre, establishing a secure and scalable cloud data infrastructure for real-time insights, and facilitating sustainability objectives through AI-powered carbon monitoring and predictive analytics. These solutions enhance interactivity, digital engagement, and responsibility within the sport. 

Megan: Wonderful. To conclude, could you share any forthcoming innovations at Formula E that you’re particularly excited about, Dan? 

Dan: We’ve mentioned that the Race Centre is set to launch in the coming months, but what excites me most is the thrilling season ahead. This is the final season for our Gen3 vehicles, featuring 10 exhilarating teams on the grid. We are rapidly advancing our tech innovation strategy and aligning with fan expectations. Looking forward, our Gen4 car, set to debut in season 13 one year from now in 2026, is anticipated to revolutionize perceptions of electric motorsport and electric vehicles as a whole. 

Megan: It certainly sounds like a dynamic future lies ahead. Rohit, what prospects arise from this partnership that you are eager to unveil? 

Rohit: Two key initiatives stand out. The first is the AI-driven fan data platform I’ve mentioned earlier. The second is the introduction of the Race Centre, which promises to redefine how fans engage with live racing. Beyond delivering final engagement, we aim to assist Formula E in leading sustainability utilizing AI tools for carbon impact modeling and logistics optimization. This enables every race to be smarter and more eco-friendly. Our mission is transparent: to help Formula E emerge as the most digital and sustainable motorsport in the world. The future is electric, and with AI at the helm, engagement is at an all-time high. 

Megan: Fantastic. Thank you both immensely. That concludes my discussion with Rohit Agnihotri, principal technologist at Infosys, and Dan Cherowbrier, CITO of Formula E, whom I spoke to from Brighton, England.  

Thank you for tuning into this episode of Business Lab. I’m your host, Megan Tatum, a contributing editor and host for Insights, the custom publishing sector of MIT Technology Review. Since 1899 at the Massachusetts Institute of Technology, we are available in print, online, and at events worldwide. For more details regarding our organization and the show, please visit our website at technologyreview.com. 

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