Q&A with Ruth Buscombe

Ahead of her appearance at Digital Day Scotland on April 24, we caught up with Ruth Buscombe, Strategist at Formula 1.

In a data-rich environment like Formula 1, how do you prioritise which technologies to integrate into your strategy without overwhelming the team or compromising efficiency?

In Formula 1, data is abundant, but the key is identifying technologies that deliver actionable insights without adding unnecessary complexity. We prioritize tools that enhance decision-making in real time, focusing on those that improve strategic agility, reliability, and competitive edge. Any technology we integrate must justify its cognitive and operational load: if it doesn’t make the team faster, smarter, or more efficient, it’s just noise.

What role does real-time analytics play in making split-second decisions during races, and how can marketers leverage similar technologies to enhance campaign performance?

Real-time analytics in Formula 1 is critical for making split-second decisions, from adjusting race strategy to optimizing tire management. AWS-powered insights, such as live tire degradation modelling and predictive weather impact analysis, help teams anticipate changes and react proactively rather than just respond. For example, machine learning models can predict the optimal pit window by analyzing thousands of past race scenarios in real time. 

Marketers can leverage similar technologies by using real-time data to optimize campaign performance dynamically adjusting ad spend, personalizing content, or shifting targeting based on live consumer engagement and conversion trends. Just as F1 teams maximize every lap with data-driven decisions, marketers can fine-tune their strategies mid-campaign to ensure peak performance.

With the rapid evolution of technology in motorsports, how do you stay ahead of competitors while maintaining adaptability? What advice would you give to marketers navigating a similarly fast-paced digital landscape?

In Formula 1, staying ahead isn’t just about having the best technology it’s about using it better than anyone else. We focus on extracting the most relevant insights from data in real time, ensuring that every decision maximizes performance. Adaptability comes from a mindset of continuous learning, rigorous testing, and the ability to pivot strategy instantly when conditions change. 

For marketers in a fast-paced digital landscape, the same principles apply. Prioritize technologies that enhance decision-making without adding unnecessary complexity, remain agile by testing and iterating rapidly, and always challenge assumptions to stay ahead of the competition. It’s not just about having more data it’s about knowing which data truly matters.

Could you share an example where AI-driven insights significantly changed race strategy, and how can marketers apply similar innovative thinking to their strategic planning processes?

A great example is Ferrari’s strategic success at Monza in 2024, where they correctly predicted that a one-stop strategy would be optimal helping Charles Leclerc secure victory. While most teams anticipated higher tire degradation, Ferrari leveraged generative AI to model the impact of the newly resurfaced track, revealing that degradation would be lower than expected. This insight allowed them to commit to a one-stop strategy early, avoiding unnecessary pit stops and gaining a decisive advantage. 

Marketers can apply the same approach by using AI to model future scenarios, identifying hidden opportunities before competitors do. Just as Ferrari turned data into a winning strategy by questioning conventional wisdom, businesses should leverage AI-driven insights to refine targeting, optimize resource allocation, and stay ahead of market shifts before they happen.

Ruth is speaking at this year's Digital Day Scotland. Tickets available here.