The Aston Martin Aramco Formula One Team has announced a new multi-year partnership with enterprise artificial intelligence company Cohere, which joins the team as its generative AI partner.
The collaboration sees Cohere’s enterprise AI technologies integrated across the team’s engineering, performance and operational workflows, supporting data analysis, decision-making and efficiency both at Aston Martin’s Silverstone headquarters and trackside during race weekends.
As part of the agreement, Aston Martin Aramco staff will gain access to North, Cohere’s flagship agentic AI platform. The system combines generative and search-based AI capabilities, enabling teams to securely analyse proprietary data, surface insights more quickly and streamline internal processes across the organisation.
Jefferson Slack, Managing Director of Commercial and Marketing, Aston Martin Aramco Formula One Team, said, “Our new global partnership with Cohere reflects a shared commitment to precision, speed and continuous improvement. These values define both cutting-edge AI development and elite motorsport, and we look forward to exploring how we can work together to maximise performance gains across our business in the coming years.”
Francois Chadwick, Chief Financial Officer, Cohere, added, “Formula One represents one of the most demanding data environments in the world. Together with the Aston Martin Aramco Formula One Team, we’re excited to push the boundaries of what enterprise AI can deliver under extreme performance conditions.”
Formula 1 teams generate vast volumes of data across car development, simulation and race operations. By integrating large language models and AI-driven tools into key workflows, Aston Martin Aramco aims to enhance operational efficiency and unlock new performance insights that could translate into competitive advantages on track.
As part of the partnership, Cohere branding will appear on the side of the chassis and on the front wing mirror arms of the AMR26 race car, starting from the season-opening Australian Grand Prix at Albert Park in Melbourne.
The agreement further strengthens Aston Martin Aramco’s growing portfolio of technology and innovation partners, which includes companies such as Breitling, TikTok LIVE, CELSIUS, Honda, Nexo and JCB, as the team continues investing in advanced infrastructure and data-driven tools in pursuit of long-term success in Formula One.
