Formula 1 reduces data source onboarding time from weeks to minutes using agentic AI on AWS

Formula 1® (F1) integrated agentic AI on AWS to automate data operations for its Customer 360 MarTech platform, which supports personalization and commercial strategy for more than 800 million global fans. The system was built using Amazon Bedrock AgentCore and aimed to reduce the time required to onboard new data sources, which previously took between six and eight weeks of manual engineering per source.

According to Chris Roberts, Director of IT at Formula 1, F1’s MarTech platform faced an 18‑month backlog to integrate 12 new data sources, with data generation outpacing the engineering team’s ability to wire it up. F1’s Head of Data Operations, Matt Kemp, described manual ingestion as time‑consuming, error‑prone, and a source of data integrity issues, prompting the search for a repeatable, robust, and reliable solution.

The agentic AI system automated schema evolution and provided end‑to‑end observability across F1’s fan‑engagement data estate. By leveraging Amazon Bedrock AgentCore, F1 reduced the onboarding time for new data sources from up to eight weeks to about 40 minutes, enabling faster integration of marketing and fan‑engagement data sources.

The implementation targeted F1’s Customer 360 platform, which aggregates interactions across digital platforms, F1 TV, social media, ticketing, and merchandise to power segmentation and commercial decisions that must move at the speed of the racing calendar.