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How AI is simplifying race day and speeding development at NASCAR

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How AI is simplifying race day and speeding development at NASCAR

NASCAR fans today can do more to follow a live race than simply watch it on TV. Official NASCAR apps make live data, including telemetry feeds from race cars and behind-the-scenes driver audio communications, available to premium subscribers as races take place.

Getting all of that to work during races historically required a lot of careful human labor. If someone failed to toggle the right setting, for instance, driver audio feeds could stay mute, disappointing fans. And across NASCAR’s three-day race weekends, those tasks could number in the hundreds, ensuring fans get the latest data on everything from the shifting positions of cars to what services vehicles received during pit stops.

“There are hundreds of points of data that’s coming off of each of the cars that manifest onto this live leaderboard product,” says Tim Clark, executive vice president and chief brand officer at NASCAR.

Artificial intelligence, deployed through NASCAR’s longstanding partnership with the sports tech company Next League, has made getting that data to fans dramatically simpler. AI tools, and code written with their help, have automated much of the work needed to keep those apps filled with the data fans want. Roughly 90% of such tasks have now been automated, according to NASCAR and Next League.

“Over time, those things have been built in such a way where manual control of those things, depending on the state of the event at any given time, was imperative,” says Next League’s cofounder and CEO, David Nugent.



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