Formula E & Google Cloud: Using AI Audio for Accessibility
Formula E's Season 10 marks milestone with its global TV viewership reaching 491 million, showcasing an impressive surge of 35% from the prior season.
This growth ties into a new direction as Google and Google Cloud associate with Formula E to expand access to motorsport for fans who are blind or have visual impairments.
Central to this is the introduction of audio race reports powered by Google Cloud’s advanced AI technology.
The impact of an AI partnership
This collaboration was officially revealed at the Google Cloud Summit in London.
Making the announcement was Jeff Dodds, CEO of Formula E, emphasising the project's intention to utilise Google Cloud’s Gen AI to produce vivid, multilingual descriptive audio summaries for each E-Prix race.
The initiative aims to offer a dynamic and engaging burst for blind and visually impaired spectators, encapsulating the race's essence and key moments.
“At Formula E, we believe the thrill of electric racing should be accessible to everyone,” says Jeff.
“This innovative collaboration with Google Cloud is a fantastic example of how technology can be used for good, creating a brand-new way for blind and visually impaired fans to experience the drama and emotion of our sport.
“By working closely with the RNIB, we are ensuring this innovation is truly inclusive and fit for purpose, so that no fan is left behind.”
How AI can ensure accessibility for all
The idea for this initiative stemmed from a Google Cloud Hackathon during the 2024 London E-Prix.
Furthermore, the innovation is being nurtured in collaboration with the Royal National Institute of Blind People (RNIB), ensuring it caters to the necessary standards.
Formula E and Google Cloud have committed to working alongside RNIB by conducting user testing sessions and focus groups in Berlin and London – with the comprehensive rollout scheduled for Season 12.
“For too long, the visual nature of racing has been a barrier for fans who are blind or visually impaired,” says John Abel, Managing Director, Specialised Software at Google Cloud.
“Google Cloud's AI technology will act as a digital storyteller, creating a vivid audio narrative that brings the speed, strategy, and excitement of Formula E to life.
“We are proud to work alongside a partner like Formula E that shares our passion for using innovation to break down barriers and connect people through shared experiences.”
How does the technology work?
The audio report process begins by using Google Cloud's Vertex AI, initiating with transcription through Google’s Chirp model, which crisply transcribes race commentary in real time.
“Audio description transforms how blind and partially sighted motor sport fans can fully engage in enjoying the full racing spectacle - taking in the visceral sounds of cars on the track while feeling the passion of the crowd,” says Sonali Rai, RNIB’s Media Culture and Immersive Technology Lead.
“RNIB has been working with Formula E and Google Cloud on this AI-powered podcast which promises to give a full picture of the race in an accessible and engaging way for blind and partially sighted racing fans.
“Formula E’s commitment to working directly with the blind and partially sighted community to develop this technology is exactly the right approach and sets a fantastic standard in inclusivity for other sports to follow and stay on track with new advances in innovation.”
Following this, Google’s Gemini models analyse the transcribed commentary within the context of live timing data and official race information.
The audio will capture significant events during the race, such as:
- Overtakes
- Incidents
- Strategic pit stops
Concluding the process, the text is transformed into natural and expressive speech using advanced text-to-speech technology – preparing it for global distribution.
This quick process ensures availability within minutes following the race’s conclusion, ready to reach a broad audience on platforms like Spotify and other popular audio services, accommodating more than 15 languages – including English, Spanish, French, German, Mandarin and Arabic.
