Aston Martin Aramco and Cognizant host GenAI Idea-thon at McGill University

In the lead up to this year’s Canadian Grand Prix, in partnership with Cognizant, we challenged 36 students from McGill University to apply GenAI thinking to a real-world brief, how can we use emerging tech to deepen fan connection, drive merchandise growth, and elevate our brand globally?

Over several weeks, students collaborated, created and pitched their boldest ideas to a panel of experts. The winning teams joined us trackside in Montreal, getting a firsthand look at how innovation drives everything we do.

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Stay tuned for the latest in behind-the-scenes and exclusive access from Fernando Alonso, Lance Stroll, Felipe Drugovich, Stoffel Vandoorne, Jessica Hawkins, Tina Hausmann, Pedro de la Rosa and staff from Aston Martin Racing Technology Campus.

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