F1 or Formula 1 used to be an underdeveloped sport, but now, it has grown to be a globally appreciated brand with more than 200 countries encompassing an audience. Despite its sponsorships, technological innovations, and elite status, the sport has faced critiques and controversies pertaining to its lack of diversity, equity, and inclusion. F1 has been and continues to be, marketing a brand image that exudes exclusivity, and having an audience that is mostly dominated by white male drivers and male heads that run the socioeconomically European framework, has been easily alienating to more marginalized parts of the world. Campaigns like “We Race as One” have been seen as an attempt of inclusivity, but the intention behind them seems more like an attempt to placate the opposition by most critics. On the other hand, artificial intelligence has ushered in a new era of automated self-engaging marketing where exclusion is tailored for exclusivity.