A race for the ages – Michelob ULTRA and Williams Racing pit former drivers against each other in AI showdown

Six System 1 world champions, 9 drivers’ titles between them, racing their respective Williams automobiles over 15 laps of Silverstone alongside their modern-day equal – Michelob ULTRA’s ‘Lap of Legends’ really broke new floor when launched in Might.

Logan Sargeant, on the time driving for Williams alongside Alex Albon, took to the observe to compete towards AI variations of Nigel Mansell, Damon Hill, Alain Prost, Jenson Button, Mario Andretti and Jacques Villeneuve.

The enterprise included loads of analysis and planning as Michelob adopted up their earlier AI-led tasks ‘McEnroe vs McEnroe’ and ‘Dreamcaster.

“It’s that work that impressed this mission alongside Williams,” stated Ricardo Marques, vp of promoting for Michelob ULTRA.

“Once we started discussing this mission, we have been fascinated by the potential for leveraging expertise to deliver Williams’ wealthy historical past of drivers again to the observe to compete in a first-of-its-kind actual vs. digital race.

“The ultimate TV particular allowed Michelob ULTRA to have a good time the enjoyment of racing alongside Williams’ unbelievable historical past as a group.  

“When working via the event of this mission with the Williams Racing group, we realised that AI might assist us unlock nice storytelling and permit us to create a singular piece of leisure that introduced these world champions again to the observe.”

Williams legends collect for the Lap of Legends

Picture by: Williams Racing/Michelob ULTRA

The total present, almost an hour in size, showcases Williams’ heritage by looking at their previous utilizing the expertise of as we speak.

In doing so, the group at Michelob left no stone unturned to make the race as near actual life as doable.

“To make it occur, we analysed each grand prix race the six legends ever raced in, permitting their avatars to suppose, react and drive similar to they did all through their profession,” defined Marques.

“After reviewing greater than 720 races, 1,260 hours of footage and 144,000 miles of racing, the avatars within the particular have been capable of mimic the velocity, racing fashion, method and technique of the drivers and their automobiles.

“The entire components that helped these drivers grow to be legends of the game have been factored in – stamina, aggression, tyre administration and even their response to the competitors. We have been additionally to develop a one-of-a-kind augmented actuality helmet that offered our actual driver – Logan Sargeant – with a window into the digital world of the legends who he was competing towards.”

4 of the residing, respiration drivers have been current for the operating of the race, having fun with watching their AI equivalents go wheel to wheel with their fellow champions.

“Finally, we developed and showcased an array of progressive expertise, AI and augmented actuality that made this race a outstanding occasion,” stated Marques.

Then-Williams driver Sargeant climbs in for a lap to recollect

Picture by: Williams Racing/Michelob ULTRA

“It was extremely particular to have Nigel Mansel, Alain Prost, Jacques Villeneuve and Jenson Button on the observe with us, bringing them again to Silverstone to expertise the enjoyment of watching the race collectively.

“All of the drivers concerned nonetheless have the aggressive spirit they showcased all through their careers, and we noticed that firsthand as they gathered to look at the race happen!”
Michelob’s efforts didn’t go unnoticed by the judging panel for Model Partnership of the 12 months on the Autosport Awards.

Kate Bevan, one of many 5 judges and a former director of Hospitality F1, advisor to the board of Greater than Equal and Deputy Chair of Europe Sport Integrity Alliance, stated: “The activation scored extremely on all standards, it was inventive, technically spectacular, progressive and enjoyable. It was very F1!”