FORMULA E

Artificial intelligence is accelerating that process.“ Whether you think AI is a force for good or a force for evil, in our world, trying to make us more efficient and more sustainable, it has to be a force for good,” Jeff says.“ We’ re using that technology to help us reroute differently, to make different choices around how we broadcast.”

The wider workforce of around 200 people at the organisation’ s central office is also benefiting. Jeff frames this not as automation replacing jobs, but as augmentation.“ There is a lot of talk about replacing humans with AI,” he says.“ I think about supercharging the humans that we have, allowing them to be even more effective in their day-to-day work.”

74 May 2026