How Formula E & Google Cloud are Bringing AI Audio to All

Formula E has grown its audience to 491 million global viewers in Season 10, up 35% from the previous year.

At the same time, the all-electric championship has announced a new accessibility project with Google Cloud to make races more inclusive for blind and visually impaired fans.

The partnership focuses on AI-powered audio race reports that capture the sound, drama and strategy of each E-Prix, giving all fans a way to engage with the sport.

Bringing electric racing to all fans

The new collaboration was unveiled during the Google Cloud Summit in London.

Jeff Dodds, Chief Executive Officer of Formula E, introduced the project and explains that it uses Google Cloud’s generative AI technology to produce multilingual descriptive audio summaries of every E-Prix.

These summaries will highlight major race events and create an immersive listening experience for fans who cannot see the track action.

“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.”

The work is done in partnership with the Royal National Institute of Blind People (RNIB), a UK-based charity that supports people with vision impairment.

The RNIB is helping shape the project by offering guidance, user feedback and ensuring that the final product is usable and inclusive.

Formula E and Google Cloud will conduct testing in London and Berlin before a full rollout in Season 12.

“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,” Jeff adds.

How the AI audio system works

The process begins with Google’s Chirp, a speech recognition model that transcribes live race commentary with precision.

From there, Google’s Gemini models step in.

These analyse the transcribed text alongside race data such as live timing, official statistics and updates on incidents or pit stops.

The models identify key race moments such as overtakes, collisions and tactical pit strategies.

These highlights are converted into natural, expressive audio using advanced text-to-speech tools.

The final product is a dynamic, human-sounding report made available on Spotify and other audio platforms within minutes of each race's end.

Reports will be published in more than 15 languages including English, Spanish, French, German, Mandarin and Arabic.

“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 of 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.”

John adds that Google Cloud is proud to work with a partner that shares its focus on using technology to reduce barriers and create shared experiences.

The project was first initiated at a Google Cloud Hackathon held during the 2024 London E-Prix and has since progressed into a core accessibility offering for the championship.

Input from the blind and partially sighted community

Sonali Rai, RNIB’s Media, Culture and Immersive Technology Lead, says the project has the potential to change how blind fans experience motorsport.

“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 says.

She explains that RNIB has supported the development of the AI-powered podcast from its earliest stages.

Its aim is to deliver an accurate, immersive summary that gives blind and partially sighted fans a meaningful way to follow the sport.

“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.”