CMO Karen Feldman explores AI’s impact on Formula 1 with Newsweek

In a recent episode of the Newsweek podcast, "From the Paddock" hosts Alex Harrington and Lydia Mee explore how cutting-edge artificial intelligence is reshaping the high-stakes world of motorsport. The episode features Karen Feldman, Senior Vice President and Chief Marketing Officer at Iron Mountain, sitting down at the McLaren Technology Centre in Surrey, England, to showcase the groundbreaking digital transformation partnership between Iron Mountain and the McLaren Formula 1 team.

At the heart of this joint effort is the challenge of managing and preserving McLaren's incredible sixty-year racing history. Over 17,000 physical assets, including engineering blueprints, historic photography, and vintage magnetic tapes, face the very real threats of physical degradation and technical obsolescence over time. Iron Mountain is utilizing its advanced AI-enabled platform, InSight DXP, to digitize and transform these assets so that they're AI searchable and accessible.

"One of our competitive advantages is, we can help you get your data AI-ready. Many enterprises are not accessing their data...less than 1% of enterprise data is being leveraged for AI," Karen explained. "As we all are increasingly realizing, your data is your advantage combined with AI...we preserve large, large quantities of assets, whether that be traditional records, media, or multimedia in the case of McLaren. We can help our clients get that data from its physical state into a state that can actually be leveraged by AI, and then we have a platform that has incredible power and capabilities to transform that data using agents and agentic AI...it's the ability to bridge the physical and digital that makes Iron Mountain so competitive."

You can watch the full podcast on Newsweek here.