F1 cuts data onboarding time from 8 weeks to 40 minutes with agentic AI on AWS

Formula One (F1) has worked with AWS to build a "Data Accelerator" that automates its marketing technology (MarTech) data platform, Customer 360, according to the AWS ML Blog. The system uses agentic AI running on the Amazon Bedrock AgentCore runtime to cut onboarding time for new data sources from up to 8 weeks down to roughly 40 minutes of code generation work (deployment takes additional time separately).

A manual bottleneck

Chris Roberts, IT Director at F1, said that "every new data source required 6 to 8 weeks of manual engineering work, and integrating just 12 sources had built up an 18-month backlog." As data flowed in from ticketing partners, streaming, sponsorship activity feeds, social media, and merchandise systems, schema mapping, pipeline construction, data quality checks, and GDPR classification were all done manually.

Solved through five workstreams

The Data Accelerator consists of five workstreams: agentic source onboarding built on Bedrock AgentCore, automatic schema evolution detection and correction, unified data access through Amazon SageMaker Unified Studio, root cause analysis (RCA) tools and context-graph-based observability, and automatic identification of failures that can be resolved through code fixes. Matt Kemp, F1's head of data operations, said the team needed a repeatable and robust solution, while Roberts noted that "for the first time, we have end-to-end visibility, including data lineage and root cause analysis, rather than just dashboard alerts."