Xerox has always been in the business of making information work harder. From world-class print and document solutions to comprehensive IT services and digital transformation. Their partnership with us reflects where they are today - helping organisations unlock the full value of their data to fuel smarter, AI-driven decisions.
"Everyone's talking about AI. But AI doesn't work without clean, accessible data. At Xerox, that's exactly what we do, we take the world's unstructured data, physical and digital, and turn it into the fuel that makes AI actually work." Rachel Wicks, European Marketing Leader, Xerox.
INFO Member benefits
01 I / AM DROPS
Always be first in the queue for the latest DROP from the team. From exclusive merch and limited collabs to event invites and digital surprises, a season of moments just for I / AM members. No noise, just access.
02 Priority access Go where other fans can't. Get early access to events, behind-the-scenes experiences, and team meet-ups including Grand Prix trackside moments and HQ tours. Plus, get 10% off your first order from our online store.
03 Exclusive content What you don't see on social. From driver insights to behind-the-scenes access, we'll send exclusive content straight to your inbox so our members are always ahead of the curve.
Exploring our technology ecosystem
Ahead of our home race, the British Grand Prix, CoreWeave, Cohere, Cognizant, Cognition, ServiceNow, Zscaler, NetApp, Xerox, Arm and Eight Sleep came together at the AMR Technology Campus for a series of panel discussions and media roundtables on the rapidly evolving role of technology in elite sport, sharing the expertise that supports our team on and off the track.
The inaugural AMR Network forum provided an insight into how Aston Martin Aramco's technology ecosystem supports performance, while discussions explored how advances in artificial intelligence, machine learning and high-performance computing are reshaping F1 and accelerating innovation across industries.
AMR NETWORK: PORTRAITS
Cognizant
In conversation with the leading voices from our partner network as they unpack the technologies, innovations and objectives that drive their game-changing partnership strategies.
In the first episode, Cognizant's Head of Media, Entertainment & Sport, David Ingham talks through how its industry expertise builds a bridge across context-infused platforms, agentic journeys, and intelligent applications that transform AI potential into specific capabilities for the team.
AMR NETWORK: PORTRAITS Xerox
Xerox European Marketing Leader Rachel Wicks explains how Xerox helps organisations unlock the full value of their data to fuel smarter, AI-driven decisions.
- Every time I hear the name "Xerox," I think of a true tech legend. In many countries, the brand became so iconic that it was synonymous with photocopying, much like how we say "Google it" today instead of searching online. But beyond printing, Xerox helped shape modern computing with innovations like the GUI, the computer mouse, and Ethernet. To me, Xerox's historic era with the PARC lab was the real world equivalent of James Bond's Q Branch. Building on that heritage of outfitting the future, your new partnership with Aston Martin is a brilliant match, signaling Xerox's ongoing pursuit of groundbreaking innovation. Thank you for your contributions to the digital world. I hope to see Xerox drive new, exciting innovations and share them with us through creative campaigns!
- AI capabilities are only as good as the quality of the data feeding them. Great to see our partnership with Aston Martin F1 highlight how Xerox helps organizations bridge physical and digital unstructured data into actionable insights for high-performance decision-making.
- To the aston martin Recruitment Team, My name is Shivansh, and I am a Class 12 Biology student with a singular focus: merging the science of human performance with the art of professional racing. I am writing to express my unwavering commitment to becoming a driver within your academy. I recognize that my starting point is non-traditional, but I view this as a strategic advantage for your team. By training me from the ground up, you gain a driver without 'pre-existing habits'—a talent that can be molded precisely to your team's specific driving philosophy and engineering requirements. Why I am a high-value candidate for your program: Medical Foundation: My studies in physiology allow me to understand and communicate the physical 'feel' of the car with scientific accuracy.Total Loyalty: I am looking for a long-term partnership, not just a seat. I am committed to growing with and staying loyal to the team that invests in my development.Autonomous Discipline: My current academic rigor proves I have the mental stamina required for the elite level of motorsport.I am looking for a chance to start at the bottom and work until I am at the top. Thank you for your time and for considering a candidate who offers fresh,scientific perspective
-
"Everyone's talking about AI. But AI doesn't work without clean, accessible data. At Xerox, that's exactly what we do, we take the world's unstructured data, physical and digital, and turn it into the fuel that makes AI actually work." Rachel Wicks, European Marketing Leader, Xerox.
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| It's become a way of life. I / AM makes me feel part of the team's journey. |
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INFO Member benefits
01 I / AM DROPS
Always be first in the queue for the latest DROP from the team. From exclusive merch and limited collabs to event invites and digital surprises, a season of moments just for I / AM members. No noise, just access.
02 Priority access Go where other fans can't. Get early access to events, behind-the-scenes experiences, and team meet-ups including Grand Prix trackside moments and HQ tours. Plus, get 10% off your first order from our online store.
03 Exclusive content What you don't see on social. From driver insights to behind-the-scenes access, we'll send exclusive content straight to your inbox so our members are always ahead of the curve.
Exploring our technology ecosystem
Ahead of our home race, the British Grand Prix, CoreWeave, Cohere, Cognizant, Cognition, ServiceNow, Zscaler, NetApp, Xerox, Arm and Eight Sleep came together at the AMR Technology Campus for a series of panel discussions and media roundtables on the rapidly evolving role of technology in elite sport, sharing the expertise that supports our team on and off the track.
The inaugural AMR Network forum provided an insight into how Aston Martin Aramco's technology ecosystem supports performance, while discussions explored how advances in artificial intelligence, machine learning and high-performance computing are reshaping F1 and accelerating innovation across industries.
AMR NETWORK: PORTRAITS
Cognizant
In conversation with the leading voices from our partner network as they unpack the technologies, innovations and objectives that drive their game-changing partnership strategies.
In the first episode, Cognizant's Head of Media, Entertainment & Sport, David Ingham talks through how its industry expertise builds a bridge across context-infused platforms, agentic journeys, and intelligent applications that transform AI potential into specific capabilities for the team.
AMR NETWORK: PORTRAITS Xerox
"Everyone's talking about AI. But AI doesn't work without clean, accessible data. At Xerox, that's exactly what we do, we take the world's unstructured data, physical and digital, and turn it into the fuel that makes AI actually work."
Xerox European Marketing Leader Rachel Wicks explains how Xerox helps organisations unlock the full value of their data to fuel smarter, AI-driven decisions.
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- Xerox’s challenge isn't only making unstructured information usable for AI, but making a legacy brand newly legible to the people buying those systems. The Aston Martin partnership seems to do both: proving the physical-to-digital capability through real work while introducing the wider business to a younger generation of decision-makers.- Every time I hear the name "Xerox," I think of a true tech legend. In many countries, the brand became so iconic that it was synonymous with photocopying, much like how we say "Google it" today instead of searching online. But beyond printing, Xerox helped shape modern computing with innovations like the GUI, the computer mouse, and Ethernet. To me, Xerox's historic era with the PARC lab was the real world equivalent of James Bond's Q Branch. Building on that heritage of outfitting the future, your new partnership with Aston Martin is a brilliant match, signaling Xerox's ongoing pursuit of groundbreaking innovation. Thank you for your contributions to the digital world. I hope to see Xerox drive new, exciting innovations and share them with us through creative campaigns!
- AI capabilities are only as good as the quality of the data feeding them. Great to see our partnership with Aston Martin F1 highlight how Xerox helps organizations bridge physical and digital unstructured data into actionable insights for high-performance decision-making.
- To the aston martin Recruitment Team, My name is Shivansh, and I am a Class 12 Biology student with a singular focus: merging the science of human performance with the art of professional racing. I am writing to express my unwavering commitment to becoming a driver within your academy. I recognize that my starting point is non-traditional, but I view this as a strategic advantage for your team. By training me from the ground up, you gain a driver without 'pre-existing habits'—a talent that can be molded precisely to your team's specific driving philosophy and engineering requirements. Why I am a high-value candidate for your program: Medical Foundation: My studies in physiology allow me to understand and communicate the physical 'feel' of the car with scientific accuracy.Total Loyalty: I am looking for a long-term partnership, not just a seat. I am committed to growing with and staying loyal to the team that invests in my development.Autonomous Discipline: My current academic rigor proves I have the mental stamina required for the elite level of motorsport.I am looking for a chance to start at the bottom and work until I am at the top. Thank you for your time and for considering a candidate who offers fresh,scientific perspective
-
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