NASCAR Uses AI to Streamline Race Data Delivery

NASCAR is leveraging artificial intelligence (AI) to simplify the delivery of race data and accelerate the development of its digital services. In partnership with sports tech company Next League, NASCAR has automated a significant portion of the manual tasks previously required to deliver real-time data, such as car telemetry and driver audio communications, to fan applications.

According to NASCAR, approximately 90% of these tasks are now automated through AI tools. Previously, hundreds of manual operations were necessary during race weekends to ensure fans received the latest information, including car positions and pit stop details. This automation frees up personnel to focus on more strategic development tasks.

AI has also improved advertising targeting. New, personalized ads have achieved a click-through rate of about 2%, ten times higher than traditional advertisements. Next League is also expanding the use of AI to digital projects for NASCAR's teams and the International Motor Sports Association (IMSA).

Furthermore, AI is speeding up the development of prototypes for new features and products. This allows for testing new concepts before commitment. While AI has been used for tasks like automated language generation, NASCAR is considering using manual labor for future events to ensure a more natural outcome.