NASCAR has taken another big step for the 2026 season by hiring the sport’s first-ever artificial intelligence director. According to a report shared by Sports Business Journal, the sanctioning body has promoted Richard Bowman to the new role.
Bowman joined the stock car racing association in January 2026 as an AI operations specialist, helping the organization grow overall. His new role includes creating AI strategies and policies, finding ways to use artificial intelligence to improve sports. The AI director will also help teams use AI in operations, managing data and making business decisions.
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Richard Bowman will also focus on both the on-track and off-track aspects of NASCAR and implement AI to help grow the sport. Stock car racing journalist Adam Stern shared the news on X, writing:
“.@NASCAR has hired its first-ever director of artificial intelligence, as sports leagues begin to seriously look to leverage the much-discussed and potentially transformative technology.”
The decision came after artificial intelligence became a major trend in sports on a global level. After that, NASCAR wants to stay competitive, efficient and on top of trends. Previously, the sanctioning body has worked on test AI projects with OpenAI.
Now the governing body wants to explore how artificial intelligence can help the organization with racing strategies, data analysis and operations. AI is also used by other motorsport teams, such as Atlassian Williams, which has a deal with Anthropic, and Scuderia Ferrari, which has an endorsement deal with Perpexility AI.
“We are aware”: NASCAR director was candid about the long cautions at Martinsville Speedway
In April 2026, NASCAR director Brad Morgan was featured in an interview with SiriusXM and opened up about the longstanding caution criticism. Stock car racing figures Denny Hamlin and Dale Earnhardt Jr. called for NASCAR to issue long cautions during the Martinsville Speedway race.
The Joe Gibbs Racing driver said the situation “damaged the viewing experience.” Next up was Dale Jr. also agreed with Hamlin, claiming that the longstanding caution was “chewing towards the next phase.” As a result, the #11 Toyota Camry
To address the issue, the stock car racing director revealed that the organization is planning a meeting with the broadcasters. He continued:
“We certainly didn’t like how long it took in Martinsville. We’re certainly aware of it and we’ll work with the broadcast partners to try to minimize it as best we can.”
The Cup Series advances to the eighth event of the 2026 season at Bristol Motor Speedway. The Food City 500 is scheduled for Sunday, April 12, 2026. The 500-lap race will be broadcast live at 3:00 PM ET on major networks, FS1, PRN, SiriusXM and HBO Max.
Edited by Karan Yadav
