ServiceNow committed to ‘driving’ real value for Aston Martin F1

CNME Editor Mark Forker spoke to Max Eversfield, Senior Advisory Solution Consultation, Global Partnerships and Channels, at ServiceNow, during an event in partnership with Aston Martin Aramco Formula One team at Silverstone. Eversfield outlined the role the ServiceNow platform is playing in terms of helping Aston Martin achieve better outcomes and results on the racetrack, and he reinforced their commitment to ‘driving’ value for the F1 giants.

Max Eversfield is living life in the fast lane, but with that territory comes pressure, responsibility and expectations to deliver results and outcomes for his clients.

As a Senior Advisory Solution Consultant at ServiceNow, Eversfield plays a critical role in ensuring that their platform delivers real value for their customers.

When it comes to the fine margins that exist between winning and losing in sport, there are few better examples than the world of Formula One.

The pressure is intense, and if you don’t perform then big questions are asked as to what has gone wrong.

ServiceNow has established itself as a global leader when it comes to helping businesses improve efficiency and productivity, so quite naturally, its technology portfolio and platform is highly-sought by many organisations, including those from Formula One.

ServiceNow were onboarded as Aston Martin’s ‘Intelligent Platform Platform’ in 2023, and the relationship has gone from strength-to-strength.

CNME Editor Mark Forker was onsite at the partner event in Silverstone to learn more about their collaboration.

Eversfield highlighted how they are ultimately striving to make the team more efficient, and reminded me that there is more to the Aston Martin Aramco Formula One team than the two drivers in the hotseat.

“Look, fundamentally it is my job to understand how the Aston Martin team works because it is such a different sport, and there are so many nuances around how it runs as an organisation. For us at ServiceNow, to really deliver the value of our platform then we need to come in and acutely understand the challenges they are encountering, and find out where we can use our platform to help them overcome these issues. We want to support the team, and it is very much an end-to-end journey that we provide for them. It doesn’t just start with the two F1 drivers, there are a 1,000 people that sit behind that, so we have got to use our platform to make everyone in the organisation more efficient,” said Eversfield.

Formula One is a data-driven sport, and one in which every second counts.

Like most global organisations, Aston Martin Aramco Formula One are looking at ways in which they can leverage the power of AI to deliver better outcomes and results.

Eversfield outlined how its AI Control Tower is providing Aston Martin engineers with greater visibility.

“We help Aston Martin in terms of IT operations management and ITSM, a key component in that is our AI Control Tower offering. We are acutely aware of the fact that AI is prevalent in every organisation, and the concept around our product is designed to give people control of AI. We know that lots of companies are doing different concepts with AI using ServiceNow technology, but the question is how do we define a strategy? Once that strategy has been developed we then need to drive the value and governance that sits across the organisation because they potentially can have huge implications as businesses start to adopt AI. There is a lot of businesses doing that AI sprawl, but our objective is to determine where we can get that visibility and control and align it with the outcomes the business is trying to achieve overall, and ultimately make sure it is delivering real value. The ServiceNow AI Control Tower gives us the governance and ability to not put friction in the way that can enable us to drive real value for organisations such as Aston Martin,” said Eversfield.

There are many benefits to ServiceNow, and one of them is compatibility.

“We’ve gone through that journey with AI and we know that customers are not going to necessarily choose one AI provider, they want flexibility and choice. We want our customers to have the flexibility to use the right data from their organisation through our Workflow Data Fabric, which also equips them with the ability to orchestrate agentic work through multi-agents that deliver real benefits. We want our customers to be able to move seamlessly from task automation to agentic workflows, and being compatible with other AI providers helps us to do that,” said Eversfield.

Eversfield also stressed that when it comes to technology change management it is critically important to meet users where they are.

“For us, understanding our customers challenges and how we solve those pain points is integral, otherwise the technology won’t be adopted. We want to determine where the technology can augment what they are doing today, and help them deliver value across the organisation. Some of the advancements we have made to the platform include the AI user experience, we have seen people utilise AI in their home life, and they are expecting that experience in their enterprise life. How can we start to bring those experiences into the workplace? For example if you do most of your work on MS Teams, how can we embed those workflows into experiences where someone is trackside, and they are going to be using their mobile, how do we allow them to interact in multimode – and these things really matter and help in change management. We need to meet users where they are, and use AI to drive the benefits and bring the customer on a journey,” said Eversfield.

Eversfield concluded a brilliant conversation by reinforcing their commitment in helping Aston Martin Aramco Formula One team reach the pinnacle of the sport.

“The mantra at Aston Martin is that every second counts, and to be able to be part of that journey and be the team behind the team is very special. We want to help them use the ServiceNow platform in unique ways that can deliver the outcomes that they need to be at the top of the sport. Our platform can help them in different ways such as workflow automation, AI and data all in one, and we believe that our platform can propel them to the top of Formula One,” said Eversfield.