McLaren, a renowned Formula One team, is harnessing the power of artificial intelligence (AI) to gain a competitive edge on the track. The team is using AI for various applications, including performance optimization, operational efficiency, and commercial growth.
At the McLaren Technology Center (MTC) in Woking, England, the Formula One racing giant explained how it's using AI to improve its chances on the track. Dan Keyworth, McLaren's director of business technology, said generative AI tools are offering new capabilities for F1 teams, including the ability to run in-depth simulations of certain possibilities that might take place during races.
Various F1 teams have been exploiting modern advances in technology for years — from cloud computing to AI and machine learning. Technology has long been key to success in motorsports. F1 teams have been technologies like cloud computing to AI and machine learning to improve performance. But with AI advances gathering pace each day, race car giants are doubling down.At the McLaren Technology Center (MTC), located in Woking, England, the company explained how it's using AI to improve its chances on the Formula One track. 'We're an organization that's used traditional machine learning tech products for a long time,' Dan Keyworth, McLaren's director of business technology, said in a press briefing at the MTC in October. Using machine learning, McLaren is able to base its decision-making on probability, which in turn helps it train its AI models, according to Keyworth. The racing firm showed off numerous examples of technological innovation at the MTC. They range from real-time data monitoring inside its secretive mission control room, to the use of 'digital twins' (3D digital versions of physical objects) of real cars that allow teams to model the conditions that actual vehicles will need to perform in. Keyworth said there are three main areas where McLaren is applying AI in a big way: improving car performance, day-to-day operations, and commercialization. A replica of Lando Norris's Formula 1 McLaren, featuring sponsors like McLaren, Pirelli, CNBC, Jack Daniels, and Google Chrome, is being displayed at the Mobile World Congress 2024 in Barcelona, Spain, on April 2, 202
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