Don’t Fire the Pit Crew

Don’t Fire the Pit Crew

One of the UK's most recognized adtech specialists draws parallels between the future of advertising and the world's most famous motorsport. He argues that, like in Formula One, it doesn't matter how much data you have, without the best people on your team you won't win.


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Formula One is a sport defined by fine margins. The difference between a driver executing the perfect corner and ending up off track can be measured in millimetres. Podiums and championships are decided by tenths, hundredths, sometimes even thousandths of a second – see Kimi Antonelli falling outside of the points at Silverstone as a five second penalty compounded the mechanical issues he suffered towards the end of the race.

Although drivers remain the focal point, modern Formula One isn’t decided solely by those behind the wheel. Victory hinges just as much as those on the pitwall and back at the factory. Teams that want to stay competitive must rapidly process millions of data points and make decisions accordingly. And increasingly, they’re using AI to keep up.