Ai.lonso: World's first AI avatar in elite sports

AI in sports takes a major leap as Formula 1 champion Fernando Alonso becomes first driver to launch personalized AI avatar for fan engagement

DeepReel and ElevenLabs have collaborated with Aston Martin Aramco Formula One® Team and two-time World Champion, Fernando Alonso to launch Ai.lonso: AI-powered Avatars and voice to support the team on its journey to enhance the fan experience.

Ai.lonso will make the team’s content more accessible and further personalize fan engagement. Ai.lonso will utilize ‘text-to-speech’ capability to read and translate content on the team’s website in the AI voice of Fernando Alonso. At launch, the functionality is available in English, Spanish and French, with further languages to follow.

The collaboration continues to position the Aston Martin Aramco Formula One® Team at the forefront of the latest technology to enhance the F1 fan experience.

Creating a deep connection between fans and drivers makes race day that much more exciting for everyone. Drive to Survive expanded Formula 1’s popularity because it gave us a glimpse of the incredible athletes and team’s behind each organization. Personalized AI experiences are poised to drive the next stage of growth for Formula 1, and other sports leagues that embrace it, by providing fans a new level of access to stars.

Fernando Alonso, Aston Martin Aramco Formula One® Team Racing Driver, #14: “The AI content tool is an exciting project for me and the team. I am delighted to launch Ai.lonso to our global fanbase. We have some of the most passionate fans in the world, and connecting with them is very important to me. This is a great opportunity to interact with our fans further through multiple languages.”

Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One® Team: “We are pleased to collaborate with ElevenLabs and DeepReel to launch Ai.lonso. Ai.lonso utilizes the latest AI voice and avatar technology to make our team content more accessible and personal to millions of fans worldwide. It is the latest step in the Aston Martin Aramco Formula One® Team adopting new technology to enrich the F1 fan experience.”

Sahil Dhingra, Founder and CEO at DeepReel: “We are honored to have collaborated with Fernando Alonso, and the Aston Martin Aramco Formula One® Team to bring Ai.lonso to life. It showcases Fernando and the team’s commitment to pushing boundaries not just on the track, but in fan engagement as well. AI avatar technology has immense benefits for fans, athletes and sports teams alike. It helps maximize the limited availability of athletes and enables fun, engaging experiences for their fans that won’t be possible without AI technology. At DeepReel, we are excited to help sports teams with creative fan engagement using AI avatars.”

Carles Reina, VP of Revenue at ElevenLabs: "The Aston Martin Aramco Formula One® Team and Fernando Alonso are leading the pack in adopting the latest in AI audio to give fans the best possible experience. As a big fan of Formula One®, and Fernando, I'm excited to get more great content in his voice, as race day always leaves me wanting more."