Staff at the British racing squad will use the Toronto-based startup’s North platform to find information and analyze data to improve its performance. Cohere’s logo will also appear on the race car, right behind drivers Fernando Alonso and Lance Stroll. (The Logic)

Talking point: Aston Martin—controlled by Canadian billionaire Lawrence Stroll, father of Lance—is trying to have a breakout season, hiring decorated executives and engineers to build a new car for F1’s new rulebook. It hasn’t started particularly well. F1 teams were early adopters of AI tools, because of the sheer amount of engineering, aerodynamic and real-world information they process as they try to get just a little faster than the competition; machine-learning consultancy QuantumBlack, which McKinsey later acquired as its AI arm, came out of the sport. Cohere’s generative AI rival Anthropic works with Williams. Other tech firms sponsoring Aston Martin include CoreWeave, from which Cohere buys some compute, as well as coding agent-maker Cognition and IT giant ServiceNow.

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