Building a Competitive Edge: How McLaren F1 Uses AI to Manage Its Tech Fleet

The McLaren Mastercard Formula 1 Team, reigning Constructors’ Champion with Lando Norris as Drivers’ Champion, faces a unique challenge: transforming empty garages into high-tech command centers before each race. This complex operation now relies on an AI-driven IT service management (ITSM) platform.

“We go through a whole process of building the entire garage and infrastructure that supports the team,” explains Dan Keyworth, executive director of performance technology and systems at McLaren Racing. “Our early setup crew arrives a week in advance to transform an empty shell into a cutting-edge facility.”

The Tech Behind the Thrills

The IT department’s responsibilities include:

  • Running kilometers of cabling for 300+ real-time sensors (tire temperature, engine performance, aerodynamics, driver biometrics)
  • Supporting data transmission to mission control for over 30 personnel during races
  • Setting up engineering stations, pit islands, and communication equipment
  • Ensuring all systems pass rigorous testing before race day

As soon as the setup is complete, the crew moves on to the next venue—leaving just two IT specialists to manage operations.

AI-Powered Efficiency

To streamline this complex process, McLaren uses Freshworks’ AI-powered ITSM platform, Freshservice. Key features include:

  • Automated workflows for pre-race checks and system verification
  • AI assistant Freddy to handle employee requests and prioritize tickets
  • Integrated lifecycle management with Workday for seamless onboarding/offboarding
  • Proactive monitoring and simulation capabilities

“Service management is the core of what we do,” Keyworth emphasizes. “Using repeatable processes, especially with Freshservice’s automated workflows, gives us a competitive edge.”

Lessons Beyond Racing

While most IT teams don’t need to build infrastructure from scratch weekly, Keyworth believes McLaren’s approach offers valuable insights:

  • Embrace continuous improvement: Just like the race cars evolve every weekend, so does the technology stack.
  • Prioritize automation: Free up skilled personnel by automating routine tasks
  • Be proactive: Identify and resolve issues before they impact operations
  • Maintain a calm approach under pressure - treat challenges as learning opportunities

By viewing IT as an evolving performance asset, McLaren demonstrates how technology can drive competitive advantage both on and off the track.