May 16, 2025

Formula 1 & AWS: Generative AI is transforming the fan experience

Formula 1, in collaboration with AWS, is reaching a new level in fan engagement. Thanks to generative artificial intelligence, spectators can now design their own Grand Prix circuit and drive like pros. An unprecedented fusion between sport, technology and immersion.

Generative AI at the service of automotive passion

Developed through Amazon Web Services (AWS) cloud services, this new feature allows fans to:

  • To create a custom circuit layout,
  • To visualize it in high fidelity 3D,
  • And even to simulate a race with the parameters of a real Grand Prix.

The tool relies on generative AI to propose realistic designs, adapted to the physical, meteorological and strategic constraints of official circuits.

A unique interactive experience

This project is part of a larger strategy by F1 to modernise its image and connect with its communities. Thanks to AWS:

  • The fans are no longer passive, but actors in their own race,
  • Personalization is becoming a loyalty key,
  • AI makes it possible to go far beyond simply playing or watching.

A profound transformation in the way we consume sport.

The impact of this type of innovation for brands and suppliers

Although this initiative concerns F1, it illustrates a wider movement in the world of connected commerce:

  • Ultra-personalization is becoming a standard,
  • Artificial intelligence is included in all user experiences,
  • The AWS cloud is becoming a strategic lever for differentiation.

For brands present on Amazon (Vendor or Seller), this opens up interesting perspectives in terms of enriched content, product configurators, or even innovative customer interfaces.

How OkTee fits into this technological dynamic

At OkTee, we believe that performance and innovation go hand in hand. That is why:

  • OVP (Vendor Performance) gives you the means to structure your operations up to Amazon standards.
  • OPP (Product Performance) allows you to offer a consistent, controlled, optimized product experience... even in a world where expectations are exploding.

📌 Whether it's delivering an order or making an F1 fan dream, every detail counts. And every piece of data as well.

In summary

By blending generative AI, cloud, and F1, Amazon and Formula 1 are redefining the future of sports entertainment. It's more than a gimmick: it's a glimpse of what's in store for e-commerce and brands. Anticipating it already means getting ahead of the curve. That's what OkTee is there for.

🔍 FAQ — What to remember

Who developed this customizable circuit experience?
AWS, in collaboration with Formula 1.

What technologies are used?
Generative AI, real-time 3D, and AWS cloud infrastructure.

Is it available to the general public?
Yes, this experience is designed to be used by all fans through interactive interfaces.

What is the link with e-commerce?
This initiative prefigures the future immersive experiences that brands will have to offer in their customer journey.

📎 Source

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