How ServiceNow is driving Aston Martin Aramco's digital transformation

We explore how our Official Intelligent Platform Partner, ServiceNow, has helped drive the team's digital transformation.

At Aston Martin Aramco, our pursuit of performance doesn't stop at the racetrack. It's a green thread that runs through every aspect of our operations. Ours is a story of brave innovation and pioneering spirit, and from the moment Aston Martin returned to the pinnacle of motorsport in 2021, our focus has been on changing the game on and off the track.

Joining us on our journey in 2023 as our Official Intelligent Platform Partner, ServiceNow has helped drive the team's digital transformation, equipping us with the smart tools and technology we need to achieve our ambition of becoming a World Championship-winning team.

"Our partnership with ServiceNow is helping us to drive efficiency throughout our organisation – on and off the track," says CEO and Team Principal Andy Cowell.

"Formula One is a relentless pursuit of performance, and it requires the right tools to support fast decision-making, unified operations, and total focus. ServiceNow connects our people, processes, and data on a single platform, allowing us to work smarter, move faster, and stay competitive. As we continue to scale up our AMR Technology Campus and operations, this partnership is central to unlocking the full potential of our team."

Automating IT and facilities requests

Speed and safety depend on a robust IT environment that allows our people to quickly raise service requests. To achieve both, our team requires technology that can keep pace. By implementing ServiceNow IT Service Management (ITSM) and IT Operations Management (ITOM), we've created a smarter way to manage IT and facilities requests – wherever we are in the world.

From the AMR Technology Campus to the track, our engineers and support teams can raise and resolve tickets on the move through a mobile-first ServiceNow platform. It's intuitive. It's fast. And it's built for the relentless rhythm of Formula One.

"ServiceNow allows us to quickly and efficiently log issues we have at the track and gives us a central place to store and report from this information," says Lead IT Trackside Engineer Josh Curry. "The mobile app allows us to log and update issues on the move, which is ideal in a fast-paced environment."

In Formula One, lost time equals lost performance. With enhanced visibility into our IT environment, we're finding solutions faster, helping every department, from design to production, to maintain their competitive edge.

"Our whole industry is based on being the quickest," says Sioned Edwards, Head of IT Operations and Change. "If we can save time through more efficient incident resolution or request fulfilment, we're allowing our team to deliver more performance to the car."

Elevating the employee experience

A world-class team needs a world-class employee experience. Our people are what set our team apart – they drive our performance. That's why delivering an exceptional employee experience is as important as delivering lap-time.

With ServiceNow, we've streamlined our Joiners, Movers, and Leavers process – ensuring team members have the right tools and access, including all the necessary IT equipment and software, from day one. Whether onboarding engineers, transitioning contractors, or offboarding leavers.

ServiceNow brings structure and security to every step, with strict governance that helps protect the team's confidential data.

One aspect of employee experience where this positive impact is being felt is the onboarding and offboarding of contractors, with the team now able to automatically generate a leave request when an employee on a fixed-term contract joins the team.

"This heightens our security because we immediately have that in place, so no one has to make those changes 10 or 11 months down the line," explains IT Business Analyst Rebecca Adams. "That's made things a lot easier."

The ServiceNow platform provides a single source of truth for employees to reference when they need assistance. "We're an organisation with a lot of moving parts, so having one central place where we can find and manage all the information we need is saving valuable time – and that's only going to improve as we expand the platform," says Rebecca.

This partnership is central to unlocking the full potential of our team.
Andy Cowell – CEO and Team Principal

Enhancing data analytics

In a sport driven by data, insights are everything. ServiceNow provides us with a clear view of our digital ecosystem, enabling data-driven decision-making at pace.

With ServiceNow ITOM Discovery and Configuration Management Database (CMDB), we can manage data more effectively, anticipate issues, respond with precision, and make smarter, data-driven decisions about which service issues to address and how to help prevent outages from happening in the future – because when it comes to a race weekend, there's no margin for error.

"If there's an issue affecting performance on a race weekend, we now have the data to prioritise and act quickly," says Rebecca. "That agility is critical to our success. We're competing for fractions of a second on track. Any time we can get back in our operations is time we can spend making the car go faster."

"Prior to our partnership with ServiceNow, our IT department often struggled with having solid data to make decisions, track KPIs, or make changes to our infrastructure," adds Sioned. "We are now leveraging the data we are collecting to ensure we deliver a best-in-class service."

The work we're doing with ServiceNow has the potential to transform how we operate.
Sophie Ackland – Chief People Officer

Looking to the future

Since joining forces with ServiceNow in 2023, the team has, on average, reduced incident response time by four hours and saved thousands in costs – but this is just the start.

Following the successful implementation in IT and facilities, we're entering the next phase: bringing the platform into our HR and Finance functions. This will allow us to create even more streamlined, intelligent, and AI-enhanced workflows across the organisation.

"Our partnership with ServiceNow has already had a positive impact across our organisation," says Chief People Officer Sophie Ackland. "The work we're doing with ServiceNow has the potential to transform how we operate and we are now exploring how we can use technology, such as generative AI, to further improve employee experience – giving our people everything they need to perform at the highest level and focus on what really matters: developing a fast race car."

As we scale our operations and continue to sharpen our focus on the journey to becoming a World Championship-winning team, ServiceNow will continue to play a pivotal role in our journey – enabling every member of our team to work smarter, move faster, and unlock greater performance where it matters most.

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