Accessibility: Google Cloud & Formula E’s Audio Description
Formula E's global TV viewership reached 491 million viewers in Season 10, a 35% increase compared to the previous season.
Google Cloud is officially partnering with Formula E to make motorsport more accessible for fans who are blind and visually impaired.
The collaboration will involve audio race reporting, powered by Google Cloud’s innovative AI technology.
An AI partnership
The collaboration was unveiled at the Google Cloud Summit in London.
Making the announcement was Formula E’s CEO Jeff Dodds, stating that the project will use Google Cloud’s generative AI technology to create rich, multilingual descriptive audio summaries of every E-Prix race.
The reports will provide blind and visually impaired fans with a dynamic recap that captures the spirit and key moments of the race.
“At Formula E, we believe the thrill of electric racing should be accessible to everyone,” says Jeff Dodds, CEO, Formula E.
“This innovative collaboration with Google Cloud is a fantastic example of how technology can be used for good, creating a brand-new way for blind and visually impaired fans to experience the drama and emotion of our sport.
"By working closely with the RNIB, we are ensuring this innovation is truly inclusive and fit for purpose, so that no fan is left behind.”
Accessibility for all with AI
The initiative for the partnership was born from a Google Cloud Hackathon held at the 2024 London E-Prix.
The innovation is also being developed in close partnership with the Royal National Institute of Blind People (RNIB), ensuring the final product meets the requirements needed.
Formula E and Google Cloud will work with the RNIB to conduct user testing and focus groups in Berlin and London – a full rollout is planned for Season 12.
"For too long, the visual nature of racing has been a barrier for fans who are blind or visually impaired,” says John Abel, Managing Director, Specialised Software at Google Cloud.
“Google Cloud's AI technology will act as a digital storyteller, creating a vivid audio narrative that brings the speed, strategy, and excitement of Formula E to life.
"We are proud to work alongside a partner like Formula E that shares our passion for using innovation to break down barriers and connect people through shared experiences."
How does the technology work?
The audio report is created through a multi-stage process powered by Google Cloud's AI platform Vertex AI.
“Audio description transforms how blind and partially sighted motor sport fans can fully engage in enjoying the full racing spectacle - taking in the visceral sounds of cars on the track while feeling the passion of the crowd,” says Sonali Rai, RNIB’s Media Culture and Immersive Technology Lead.
“RNIB has been working with Formula E and Google Cloud on this AI-powered podcast which promises to give a full picture of the race in an accessible and engaging way for blind and partially sighted racing fans.
"Formula E’s commitment to working directly with the blind and partially sighted community to develop this technology is exactly the right approach and sets a fantastic standard in inclusivity for other sports to follow and stay on track with new advances in innovation.”
The first step is transcription, Google’s Chirp model accurately transcribes the race commentary live.
Google’s Gemini models then analyse the transcribed commentary, as well as live timing data and official race information.
The audio will report on key events during the same such as:
- Overtakes
- Incidents
- Strategic pit stops.
The final step is converting the text into natural, expressive speech using advanced text-to-speech technology - ready for distribution.
The entire process is completed within minutes of the race’s conclusion.
The reports will be available globally on Spotify and other popular audio platforms in more than 15 languages, including English, Spanish, French, German, Mandarin and Arabic.
