Formula 1

F1's adoption of Bynder’s AI-powered DAM has led to significant time and cost savings. By using Bynder’s AI search functionality, F1 has drastically improved the way its teams operate and achieved nearly a 50% reduction in time spent on tagging and searching through 300,000+ assets.

F1’s goal was clear—it needed to transform and streamline its internal workflows to match its fresh, digital-first brand. Focusing on building the brand’s reputation in new and existing markets, F1 wanted to not only have a central home for all of its digital brand assets but also implement a scalable solution that could futureproof its business.

F1 recognized the need for an enterprise asset management system after its rebrand in 2018. Its asset creation and distribution processes were described internally as "messy!", with assets scattered across various platforms and tools. F1 distributed hundreds of thousands of assets through cumbersome methods like email and file-sharing platforms, which lacked transparency and governance. This caused significant delays and confusion for internal teams, hindering speed-to-market for F1’s content.

F1's adoption of AI technology for commercial asset management has proven transformative, primarily driven by the significant time savings by accelerating content operations and managing high volumes of highly visible assets. F1’s decision to invest in Bynder’s AI functionality was influenced by the pressing need to streamline tagging processes and ensure efficient association of assets with sponsors.

With sponsors present at every race, and contributing to F1’s $3.222 billion revenue in 2023, the demand for content featuring visible logos required swift and accurate tagging, a task made cumbersome by the flood of assets post-race.

Key features such as facial recognition for drivers, alongside text-recognition capabilities enable rapid identification of sponsor names within assets, crucial in an environment where sponsorships generate north of $510 million. F1's commitment to AI extends beyond race days, encompassing promotional activities, race track changes, and sponsorship transitions, necessitating robust AI-driven search functionality.

AI Search Experience reduced F1’s time to discover and tag its 300,000+ assets by 50%.

For F1’s brand, this ability to use AI to locate the necessary assets to be reactive to on-track action, such as quickly locating and distributing social content for a dramatic last-lap victory. F1’s team members and partners can find the assets they need amongst the brand's vast portfolio of approved assets in milliseconds and react quickly to content demands, without sacrificing quality.