NASCAR is actively exploring the use of artificial intelligence (AI) to enhance its competition and business strategies. The organization has established an internal group to investigate the potential of generative AI, the technology that powers tools like ChatGPT.
NASCAR COO Steve O'Donnell highlighted the multifaceted role AI could play, particularly in race strategy and potential changes to the playoff format. He noted, 'AI can play a really big role in that,' emphasizing its potential for predictive analysis.
While the specific AI platform being tested remains undisclosed, leading companies in the field include OpenAI, Google's Gemini, and Microsoft's Copilot. Significant investments are being made in AI research and development, with major tech firms expected to allocate $200 billion by 2025.
NASCAR's initiatives include collaborations with WSC Sports for AI-generated highlights and Satisfi Labs for an AI-powered chat function on its website. The organization is also considering AI's influence on the potential overhaul of the Cup Series playoff format, slated for evaluation in 2025.
O'Donnell stated that AI could provide valuable insights into the effects of potential playoff changes, complementing human expertise in the decision-making process. Beyond competition, AI is anticipated to impact various business sectors within NASCAR, including marketing and operations.
Other motorsport entities, including iRacing, are also investigating AI applications, with iRacing recently partnering with Microsoft to enhance its simulation platform.