All employees will gain access to agentic AI platform North
Cohere branding will run on the side of the chassis and on the arm of the front wing mirrors

The Aston Martin Formula One team have agreed a multi-year deal with enterprise artificial intelligence (AI) company Cohere.

Cohere becomes the team’s official generative AI partner, which will see the company support the team’s performance, engineering and operational functions through secure, scalable AI solutions.

All employees will gain access to North, Cohere’s agentic AI platform, allowing generative and search AI capabilities across the organisation.

Agentic AI is a large language model (LLM) which requires minimal human intervention, compared to generative AI which reacts to prompts, so the potential use cases in Formula One are varied.

“Agentic AI really lets you get automated,” Jefferson Slack, Aston Martin’s managing director of commercial and marketing, told BlackBook Motorsport. “You go from something that just spits it out to actually being able to change and shape things based on the data that it gets and to even orchestrate that.

“So that’s what we’re looking for: how can it assist us, assist our engineers, assist our organisation to make better decisions. … The trick, of course, in Formula One and with technical partners is we have very specific needs, so you need to work hand in glove with your partners.”

While paddock talk is dominated about Aston Martin’s on-track struggles ahead of this weekend’s Australian Grand Prix, Slack acknowledged the scale of the journey under owner Lawrence Stroll so far and how Cohere could help with the team’s recovery.

“First, as a business, as a team, we’re on a journey, we’re trying to do a lot of things at once and sometimes those things don’t necessarily go as smoothly as you’d like,” he explained.

“We don’t lack motivation, we wake up in the morning and we’ll address whatever challenges we have as a team and everyone is working very hard on that.

“[Cohere] does help from a technical standpoint because a lot of these things are new to us as a smaller team that has become a big team. So we don’t have legacy businesses here that we have to replace, which is actually an advantage when you start a new relationship with somebody like Cohere.

“As it relates to the commercial element, we continue to outperform our own internal budgets and continue to grow significantly … and that hasn’t been because of incredible track performance.

“It has to do with the fact that the partners are still getting huge value of this by the way that we activate it. But I think the commercial story is you don’t have to have the track success to have the commercial success.”

Cohere branding will appear on the side of the chassis and on the arm of the front wing mirrors starting from this weekend’s race in Melbourne.

Enjoying this content? We think you’d be interested in our upcoming event, the BlackBook Motorsport Forum.

Taking place at Mercure London, Earls Court on 24th March 2026, join the entire motorsport ecosystem to examine the forces driving performance, profitability, and long-term growth.