As the role of artificial intelligence in modern life increases, motorsport isn’t being left behind. And it's not only Formula 1 teams who are seeking to capitalise on the latest technological revolution of modern times...
Backlash to the virtual female influencer introduced by Mahindra on the eve of the current Formula E season that resulted in it being swiftly scrapped showed how artificial intelligence in motorsport is a long way from gaining universal acceptance.
Criticism directed at the short-lived PR campaign fronted by ‘Ava’, described as a ‘Sustainable Tech Queen & Racing Rebel Robot’, largely coalesced around the decision not to ‘employ’ a human for the role and ultimately rendered its continued existence untenable. Team boss Frederic Bertrand explained that its intention was “just to add one tool to our toolbox for communication and to have one additional possibility for people to ask questions and get answers”.
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