From weeks to minutes: How Formula 1® uses agentic AI on AWS to accelerate data operations | Amazon Web Services
Formula 1® (F1) engages an audience of over 800 million fans globally across digital platforms, F1 TV, social media, ticketing, and merchandise year-round. Races happen every two weeks. Fan engagement windows are measured in minutes and commercial decisions need to move at the speed of the grid. Behind the scenes, F1’s marketing technology (MarTech) platform, Customer 360, captures interactions across all of these touchpoints to power personalization, segmentation, and commercial strategy.
However, the platform faced a significant operational challenge. According to Chris Roberts, Director of IT at Formula 1, “Our MarTech platform is the nervous system of F1’s fan engagement. But every new data source required 6 to 8 weeks of manual engineering. We had an 18-month backlog just to integrate 12 new sources.” The business was generating data faster than the engineering team could wire it up. As a result, Matt Kemp, F1 Head of Data Operations, set to...
Copyright of this story solely belongs to amazon.com. To see the full text click HERE
