Formula E and Lenovo explore AI and AR to enhance the fan experience
Challenging conventions about what motorsport can be, Formula E has partnered with Lenovo to explore how technology can meet the evolving expectations of sports fans.
Formula E chose Lenovo, its official AR and digital content provider, for its ability to combine edge AI innovation with deep technical expertise embedded in Formula E’s business and a focus on practical outcomes. Across AI video optimization, AI Fan Experience Guide and AR broadcast graphics, the partnership addresses different parts of the fan journey, including the quality of the onboard view, how fans explore Formula E and how they encounter race data.
“Formula E sets a new benchmark for speed, sustainability and innovation in motorsport. As our global fan base grows, we want to create experiences that make people feel like active participants in the race-day story, not just spectators,” said Dan Cherowbrier, chief technology officer at Formula E.
A clearer view from inside the race
Few perspectives put viewers closer to the speed and intensity of Formula E than the cameras mounted on board the cars. Producing that view consistently, however, is difficult. Correcting the negative effects of glare, haze, rapidly changing light, tunnels and weather transitions can require manual intervention.
Lenovo and Formula E explored whether AI could make that process faster and more consistent. Using actual onboard footage from night racing in Jeddah and daytime racing in Monaco, a pilot test validated by Formula E completed image enhancement in under three seconds, supporting near-real-time correction without disrupting the at-home viewing experience. AI also produced more natural-looking footage, bringing the color balance of green-tinted night footage to 3.4x its original level while significantly reducing the heavy yellow tint in footage from the Monaco tunnel. A separate test improved clarity in hazy daytime footage.
Turning Formula E knowledge into a personal experience
Part of becoming a fan is embracing curiosity. Learning about the drivers, cars, circuits, rules and history creates a stronger connection to the sport and gives every race more meaning.
The Formula E AI Fan Experience Guide turns that search into an immediate, personal conversation with a lifelike digital human, allowing fans to ask naturally about the Championship, a driver, circuit, or technical rule. The same experience could also help racegoers.
Lenovo xIQ handled Formula E knowledge retrieval and response generation behind the digital-human experience. The teams prepared and structured Formula E content for AI retrieval, refined how the system located and grounded information, and tested hundreds of questions to improve accuracy, reliability and speed.
Developed in less than 30 days, the experience achieved more than 95% answer accuracy across the connected knowledge base and delivered responses in under one second.
Turning race data into part of the action
Formula E generates enormous amounts of vehicle and race data. Speed, energy strategy, Attack Mode, g-force, position and the gaps between cars can all shape how the competition unfolds.
By making live race dynamics easier to understand, it can enrich at-home viewing. Formula E and Lenovo developed an AR broadcast concept centered on a selected car and a key race moment. The head-up display is designed to surface more than 10 real-time datapoints directly within the in-car broadcast view, with less than one second between live vehicle data and the information appearing on screen. The design can incorporate speed, energy, Attack Mode status, laps, g-force, position, gap and trajectory while remaining readable and avoiding obstruction of sponsor content. Formula E contributes the source data, broadcast workflows, sporting context and standards, while Lenovo brings data processing, AI, HUD design and integration expertise.
“What makes Formula E such an exciting innovation partner is the opportunity to explore how AI can bring people closer to the sport across the entire fan journey,” said Santi Manso, global head of sports & entertainment, Lenovo. “Together, we’re turning technology into experiences that feel more immediate, immersive and personal, while building the foundation to deliver them at scale and create new value for the sport and its partners.”
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