Formula 1 and Amazon Web Services (AWS) have been partners for more than six years.
But that long-standing partnership will now reach new heights as the popular sports league and leading technology company will leverage AWS tools to develop a generative AI-designed trophy for the upcoming Canadian Grand Prix.
The first-of-its-kind approach to the trophy for the much-anticipated event is expected to help boost creativity.
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The F1 logo is displayed in the paddock during previews prior to the F1 Belgian Grand Prix at the Circuit de Spa-Francorchamps on August 25, 2022 in Spa, Belgium. (Mark Thompson/Getty Images)
AWS did its homework as the organization explored an F1 AI-inspired trophy. The company was inspired by research that supported the development of a next-generation F1 car in 2022. The innovative car used AWS cloud technology to help formulate its design.
As for the trophy, a UK silversmith was tasked with combining the latest technologies with F1 traditions while crafting the coveted award.
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Fans will also be able to play an important role, as Formula 1 and AWS will provide a first-hand generative AI experience where participants will be able to take advantage of a unique opportunity to design a personalized trophy.
A visitor looks at an AI (Artificial Intelligence) poster on an animated screen at the Mobile World Congress (MWC), the largest annual meeting of the telecommunications industry, in Barcelona. (JOSEP LAGO/AFP via Getty Images)
The 'PartyRock' F1 trophy generator will be accessible to fans, with users able to use the platform to showcase their creativity and compete for a trip to a Grand Prix in the 2025 FIA Formula One World Championship.
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Elsewhere, F1 is working closely with AWS to better identify and address the underlying cause of technological issues that sometimes occur off-track while races are taking place by applying Generative AI for the exercise of root cause analysis (RCA).
The winner's trophy is seen on the grid during the Bahrain F1 Grand Prix at the Bahrain International Circuit on March 2, 2024 in Bahrain, Bahrain. (Eric Alonso/Getty Images)
“For more than six years, AWS has been an invaluable partner, revolutionizing the use of data to improve the way we operate across sport. Our worlds continue to merge as we seek innovative technologies, such as generative AI, to elevate both “On-track competition and off-track experience for fans,” said Emily Prazer, commercial director of Formula 1 in a statement.
“AWS' commitment to innovation allows us to help drive the sport forward and we are excited to see the first generative AI-inspired trophy on display in Canada this weekend and give fans the opportunity to show their love for F1 at through the design of your own trophy.”
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Practice and qualifying sessions for the Canadian Grand Prix are scheduled for June 7-8. The main event begins on June 9.
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