Aligned Automation takes AI from the boardroom to the racetrack

In a landmark fusion of technology and talent, Aligned Automation, an AI-driven global professional technology services company, has taken its data intelligence expertise to the motorsport arena through a partnership with Diana Pundole, the first Indian woman to race a Ferrari. The collaboration was unveiled at a high-energy event at Taj Exotica, Dubai, where Pundole revealed the Ferrari 296 Challenge car, emblazoned with the Aligned Automation (AA) brand, marking the start of her Middle East race tour.

More than a sponsorship, the partnership represents a unique experiment in applying enterprise-grade data analytics to real-time racing performance. For Aligned Automation, it’s an extension of the same precision and decision-making it delivers to corporate clients, this time, at 300 km/h.

“This partnership embodies our core philosophy,” said Nitin Ahuja, CEO of Aligned Automation. “At Aligned Automation, we don’t just sponsor speed. We engineer it. Diana’s debut with Ferrari represents not only individual excellence but the coming together of two powerhouses to drive data-driven performance. Together, we’re pushing boundaries, on the track and in the enterprise.”

Data as the new pit crew

From the outside, it’s a sleek red Ferrari on the track. But beneath the carbon-fibre bodywork, every race is a test of data. A single race weekend can generate over a gigabyte of telemetry — from braking pressure and throttle positions to tire temperatures and G-forces. Turning that torrent of raw data into actionable insight is exactly what Aligned Automation specialises in.

“So Diana was talking about getting into the racing universe, and for us, it was a natural fit,” Ahuja explained in a conversation on the sidelines of the launch. “Racing is all about speed, making quick decisions, and being precise. Precision is key and that’s our business model. We have to precisely deliver business outcomes for our clients.”

The company’s proprietary delivery platform, AAxon, already powers projects for global high-tech firms. “We’ve infused AI into customer operations at scale, and now, we’re bringing that same intelligence to motorsport,” Ahuja revealed.

In Diana’s case, Aligned Automation will analyse her racing data across the 2025–2026 Middle East Ferrari Challenge Series, covering Abu Dhabi, Bahrain, Jeddah, Qatar, and Dubai. Its AI and machine learning models will identify patterns, optimise decision-making, and uncover split-second opportunities for improvement — from corner entry speeds to acceleration zones.

A racer’s new edge

For Pundole, the collaboration represents a new dimension in her career; one where instinct meets analytics. “Starting this season with Aligned Automation, this is the first time I’ll be working with them, and I’m looking forward to it because they are experts at deciphering and analoging data,” she said. “They will look into my data for the first time — motorsport data, which is a lot of data every split second, has so many parameters: braking points, accelerations, turning points, where the car is pointed, where the engine goes off or maximises. This is something I will need their help for.”

The collaboration, she explained, will enable her to “compare a lot of data” from each run — an essential skill for any elite racer. “As a race car driver, you can’t just keep driving because it’ll get you nowhere. You need to figure out where you can go slower, and where you can go faster. With that comparison comes learning, and with that learning comes results,” she said.

The partnership will see both sides learning from each other. “This is, I believe, the first time that they will also be working with a race car and a race car driver, and we both will learn from each other,” Pundole added.

Beyond the finish line

The collaboration goes beyond performance engineering. It signals Aligned Automation’s official entry into the Middle East, aligning with the UAE Vision 2031 and Saudi Vision 2030 agendas focused on innovation, AI adoption, and technology-driven economic diversification.

“Aligned Automation is entering an exciting new phase of growth in the UAE as we strengthen and expand our regional presence,” Ahuja said. “With our base in Dubai already established and a second now underway in Abu Dhabi, we are deepening our commitment to the market. Our recent MoU with Kamali & Kamali Holding reflects our strategic focus on positioning the UAE as a hub for developing and exporting advanced digital and IT services globally.”

The company’s goal is to develop homegrown AI capabilities that serve both regional and global clients. “We want to create a sustained economy in terms of IT services — developing here in the UAE and exporting services outside, rather than relying on other markets,” Ahuja explained. “This dual focus — building the next generation of AI talent while applying data science to real-world performance — underscores Aligned Automation’s positioning as more than a consultancy. It’s a performance engineering company in the truest sense.”

Where AI meets adrenaline

The alignment between AI and motorsport may seem unlikely, but both disciplines demand precision, resilience, and an obsession with marginal gains. Each lap of data will provide Aligned Automation and Diana with new insights: a continuous feedback loop where machine intelligence amplifies human instinct.

For Pundole, it’s a chance to elevate her racing journey. “I would like to go into Ferrari Challenge races, which will be the next step with this particular car,” she said. “It’s GT car racing — very interesting, with its own fan following — and we’re looking at big things with this.”

For Aligned Automation, the collaboration serves as both metaphor and proof point. Racing becomes a live demonstration of what the company does for enterprises — transforming raw data into performance.

“AI is the most misunderstood concept,” Ahuja reflected. “People think it can think on its own, but it can’t. Artificial intelligence is not real intelligence, it’s all about the data. Getting to know the data, governing it ethically, and turning it into the right decisions — that’s where the value lies.”