- TWG AI will host thought leadership series at key F1 races
- Both Cadillac F1 and TWG AI are owned by TWG Global
- Partnership will operate on “different, complementary layers” to Cadillac’s existing AI-based deal with IFS
The Cadillac Formula One team have signed a multi-year deal with TWG AI, making the company both their primary partner and exclusive artificial intelligence (AI) partner.
TWG AI’s technology will be embedded into the day-to-day running of the team, enabling Cadillac to “make faster, smarter decisions”, according to Dan Towriss, chief executive of TWG Motorsports.
As primary partner, TWG AI will receive prominent branding on the car, driver racesuits and team assets. The company will also host a thought leadership series at key Formula One races to explore how enterprises can use AI in their work.
“Starting a Formula One team from scratch creates a rare opportunity to be intentional,” said Graeme Lowdon, team principal of Cadillac.
“Rather than inheriting legacy systems, we can design the right foundations from the outset. TWG AI’s approach aligns with that philosophy – building deliberately, testing rigorously, and planning for long-term performance.”
TWG AI is the fifth partner to join the new US-based team, following deals with Tommy Hilfiger, Jim Beam, IFS, and América Movil. Both TWG AI and the Cadillac Formula One outfit count TWG Global as their parent company, while América Movil is connected to driver Sergio Pérez.
When asked whether a primary partner from within the TWG umbrella might be less financially lucrative for Cadillac than an external brand, Milan Cooper, head of product at TWG AI, told BlackBook Motorsport that the deal should be viewed through a “long-term value lens, rather than a traditional sponsorship model”.
He added: “Because TWG AI and the Cadillac Formula One team sit within the same broader ecosystem, incentives are fully aligned around performance, durability and competitive advantage. That alignment enables deeper integration, faster iteration and a level of commitment that’s difficult to achieve in purely transactional sponsor relationships.”
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TWG AI is the latest in a growing list of AI companies to recognise Formula One as an ideal platform to showcase their technology. It follows in the footsteps of IFS, which partnered with Cadillac in January to support various aspects of the team’s operations, including supply chain, production and quality management. Cooper said the two partnerships would “operate at different, complementary layers”.
“TWG AI will deliver unifying intelligence across the entire team’s operations,” he continued. “Our role is to deliver AI systems that help the team move as one, aligning people, data and decision-making into a single, adaptive performance engine.
“IFS provides the Cadillac Formula One Team with enterprise software across core operational areas, such as finance, supply chain, production and inventory, ensuring the team can scale efficiently, meet cost-cap requirements and make informed operational decisions.”
In the highly competitive partnership landscape of Formula One, particularly within the technology sector, Cooper also outlined TWG AI’s strategy to differentiate itself.
“The way we’ll cut through is by demonstrating the power of TWG AI’s approach through our partnership with the Cadillac Formula One Team and by embedding our intelligence at its core across all aspects of the team (on and off track), creating an interconnected intelligence layer across the entire enterprise,” he said.
“Our success comes when our customers win, in business and on the track. That approach has been proven in industries where the cost of poor decisions is extremely high, from financial services to defence. Motorsport is simply the most challenging and exciting proving ground.”
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