How Google is Helping Formula E Improve Disabled Access
In its 10th season, Formula E attracted 491 million viewers, marking an impressive 35% boost in viewership compared to the previous season.
Formula E isn't going to rest of its laurels, though — it wants to build its audience even further by making the sport as inclusive as possible.
The sport has enlisted the help of Google Cloud to make Formula E more accessible to visually impaired people.
Using Google Cloud’s Gen AI technology, detailed and multilingual audio summaries of E-Prix races will be crafted, aimed at delivering compelling race recaps for visually impaired and blind fans.
This collaboration was revealed during the Google Cloud Summit in London, featuring Formula E’s CEO, Jeff Dodds.
“At Formula E, we believe the thrill of electric racing should be accessible to everyone," Jeff said at the event.
“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 the initiative first began
Formula 1, Formula E and the FIA have built a reputation as entities that promote diversity and inclusion in recent years, which has earned the sports a keen following among young people. This initiative builds on that work.
The idea was first conceived at a Google Cloud Hackathon, held at the 2024 London E-Prix and has been developed in partnership with the Royal National Institute of Blind People (RNIB) to ensure that the final product achieves the intended impact.
Formula E and Google Cloud will conduct user testing and focus groups in Berlin and London, with plans to fully implement the technology by Season 12.
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.
"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.
"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?
At the core of this initiative is Google Cloud’s AI platform Vertex AI, powering a multi-stage process to deliver these immersive audio reports.
“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,” 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.”
The initial stage involves the live transcription of race commentary using Google’s Chirp model.
This is followed by analysis through Google’s Gemini models, which interpret the commentary, alongside real-time race data, to encapsulate essential race highlights such as overtakes, incidents and strategic pit stops.
The final transformation from text to spoken word employs advanced text-to-speech technology, delivering natural and dynamic audio ready for global dissemination.
Reports are generated within minutes and are accessible on platforms like Spotify in over 15 different languages, including English, Spanish, French, German, Mandarin and Arabic, broadening the technological reach and fostering broader inclusivity in the realm of motorsport.
