Artificial Intelligence is often discussed in terms of performance, productivity and competitive advantage. But at our inaugural Technology Forum ahead of the British Grand Prix, one of the three panels to take place discussed a different question: what role can the technology play in shaping who gets access to opportunity?
Hosted as part of the newly launched AMR Network, the forum brought together leaders from across the team’s AI and technology partner ecosystem ahead of the British Grand Prix. Across three panels, the discussion explored how collaboration and innovation are reshaping Formula One and beyond. ‘Technology driving change’, focused on how emerging technologies are helping to open doors for new talent in engineering, motorsport and technology.
The consensus from the panel was cautiously optimistic: AI and data are already beginning to break down barriers – but real progress depends on how organisations choose to use them.
AI is giving people greater access to knowledge, complex tools, and problem-solving capability.
1 | Technology can remove barriers – but people create opportunity
Jonathan Armstrong, Head of Brand & Creative at Arm, said AI represents a fundamental shift in access to knowledge and capability, but access alone is not enough.
"Technology is removing barriers, and AI is giving people greater access to knowledge, complex tools, and problem-solving capability. But it’s not just about access. Once people have that access, they also need mentors, champions, and internal support systems to help them grow."
Rebecca Adams, IT Senior Business Analyst at Aston Martin Aramco, echoed the importance of people seeing all the opportunities in front of them.
"It's about reach and exposure and people knowing what opportunities exist and being able to see others in those roles.
"That representation helps break down barriers, including geographical ones.
"People may previously have thought opportunities were limited based on where they live, but technology shows that’s no longer the case.
"Opportunities are much more accessible and wide-reaching now."
2 | Data and AI are redefining how audiences are reached
Tara Mulcahy, Vice President, Global Sponsorships and Experience at NetApp, explained how AI and data are already transforming how organisations connect with audiences.
Rather than broad, one-size-fits-all messaging, technology now enables highly targeted communication that can reach specific communities more effectively.
"AI and data allow us to customise content and reach specific audiences. We can refine messaging and ensure we're engaging with the audiences that are genuinely interested in motorsport and beyond."
3 | Attracting talent is easy – retaining it is harder
Janet Wessels, Chief People Officer at Aston Martin Aramco Formula One Team, believes that the biggest challenge in building a more inclusive industry is not recruitment, but retention.
She highlighted initiatives such as the team's Make A Mark programme, its Women Accelerate partnership with Arm, and its support for global STEM education as examples of long-term investment in widening access to careers in engineering. But ultimately, she argued, inclusion must be embedded into organisational culture.
"The attracting part is the easier part. The challenge is retention. Diversity is critical to an organisation. Not just visible diversity, but cognitive diversity.
"I often compare it to aerodynamics: you can’t see it, but it makes the car go faster."
Pay parity matters, and so does having champions – both men and women – driving inclusion.
4 | Inclusion must be intentional
As the discussion drew to a close, one theme became clear: while technology can enable change, it does not guarantee it.
Jonathan Armstrong explained how inclusion only works when it is embedded into culture rather than treated as a standalone initiative.
"People need to feel like they belong. Culture has to be authentic – not just words on a website."
For Tara Mulcahy, leadership and representation both play a critical role in sustaining progress.
"Pay parity matters, and so does having champions – both men and women – driving inclusion," she said.
And in Janet Wessels’ view, inclusion must be actively designed into how organisations operate.
"Inclusion must be intentional. People need to feel they can show up as their authentic selves."
Related content
Inside the AMR Network Technology Forum: Building an AI-powered enterprise – the key takeaways
Read more
Inside the AMR Network Technology Forum: Building an AI ecosystem – the key takeaways
Read more
Aston Martin Aramco hosts inaugural 'AMR Network' Technology Forum
Read more
Giving and gaining on International Women's Day alongside Arm
Read more
Jessica Hawkins: Driven – The Journey to Le Mans
Read more
Data and Sustainability - The Aston Martin Aramco and NetApp story
Read more
Aston Martin Aramco and NetApp renew data-driven partnership
Read moreAmplify your fan experience
From exclusive collabs to once-in-a-lifetime prizes, I / AM DROPS is a series of unique and ultra-limited moments and fan experiences.
Sign up for I / AM or sign in to unlock.
