Formula 1 world champion Lando Norris has signed up with a mysterious company claiming it provides 'rocket fuel for AI' — but why?

In today's social media age, celebrity brand ambassadors are a common sight, helping endorse or promote a brand's products or tools, giving that extra bit of sparkle or star power.

This is especially true in the consumer market, but we're now increasingly seeing it in the B2B tech world, where what 10 years ago would have been niche businesses now have the power to hire top talent to promote their brand - I'm talking Idris Elba promoting ServiceNow, Keanu Reeves bigging up Palo Alto Networks, and Matthew McConaghey being the voice of Salesforce.

But as a massive Formula 1 fan, I was intrigued to read a press release announcing reigning world champion Lando Norris as a "brand ambassador" for a data company I'd never heard of - so who (or what) exactly are Starburst? All about Starburst Founded in 2017, and boasting that organizations in more than 60 countries rely on it to unify their data, "from startups to Fortune 500 enterprises" - Starburst's initial pitch is strong.

In its press release, Starburst describes itself as, "the enterprise intelligence platform for governed data and AI" - a pretty big claim, and one that the likes of Salesforce and Oracle might raise eyebrows at.

Continuing, Starburst says its platform will allow customers to, "run AI directly on distributed data in place, without moving or replatforming it, across cloud, on-premises, and hybrid environments while providing consistent business context to queries, models, or agents regardless of where it is stored or processed." Overall, this should help companies develop and run faster analytics, "trusted" AI, and "better decisions at enterprise scale." (Image credit: Clive Mason/Getty Images) So what does this have to do with Formula 1? Over to Lando to explain.

“People often see motor racing at the highest level as being about reactions, but most of the performance comes from preparation and understanding the details," he says (in the same press release).

"I’m constantly asking questions, looking for information, and trying to build the clearest possible picture before making decisions.

Whether that’s racing, running a business, or working with a team, having access to the right information at the right time gives you confidence to act.

That’s what stood out to me about Starburst and why I’m excited to partner with them." Not much clearer then - but it seems the two-year partnership will launch Starburst’s “ Ask.

Know.

Go.