Breaking: NASCAR Exploring the Potential of Artificial Intelligence to Enhance On-Track Product… read more
As the world of motorsports continues to evolve, NASCAR is at the forefront of exploring innovative technologies to improve the sport. One area that has garnered significant attention is the use of artificial intelligence (AI). NASCAR’s evaluation of AI is not limited to the business side of the sport; the organization is also examining how this emerging technology can enhance the competition, including potential changes to the playoff format.
In February, NASCAR confirmed that it had established an internal, cross-functional group to study the applications of generative AI, the technology behind ChatGPT. NASCAR Chief Operating Officer Steve O’Donnell recently provided further insight into the organization’s exploration of AI, highlighting its potential to revolutionize the sport.
“I think AI can play a really big role in terms of racing strategy and how that applies to our formats of the future,” O’Donnell said. While it is unclear which AI platform NASCAR is utilizing for its experiments, industry leaders such as OpenAI, Google, and Microsoft are investing heavily in AI research and development.
The integration of AI in motorsports is a growing trend, with various teams and organizations exploring its potential applications. For example, NASCAR has already partnered with WSC Sports to create AI-generated highlights for NASCAR.com and with Satisfi Labs to develop an AI-powered chat function on its website.
O’Donnell revealed that AI may play a role in NASCAR’s current evaluation of the playoff format, potentially informing decisions about changes to the format as early as 2025. While AI will be consulted, NASCAR will also engage with human experts across the racing industry to craft potential
