By Eileen Falkenberg-HullShareNewsweek is a Trust Project memberAtlassian is using the Las Vegas Grand Prix this weekend to bring publicity to its AI product, Rovo. Drivers Carlos Sainz and Alex Albon will drive Formula One cars wearing the unique Rovo livery just for this race.
The livery features rainbow accents inspired by the Las Vegas Strip, the city’s landmark casino and hotel district. There are also nods to the speed Rovo is helping to bring to the track.
Drivers will also wear matching Rovo-designed racing suits during their on-track time.
...Rovo technology was employed by the Williams Racing team beginning in early 2025 and has been utilized to find efficiencies that allow the team to focus on their goal: getting back to the front of the grid.
“This week in Las Vegas, we’re excited to be putting Atlassian's AI teammate, Rovo, in the drivers seat,” Zeynep Ozdemir, chief marketing officer at Atlassian told Newsweek.
She continued: “For more than 320,000 organizations around the world, Atlassian has been building business context around teams, projects and company knowledge. Rovo is the AI teammate that puts all that context into action through AI-powered search, chat and agents.
“Rovo is already trusted by more than 3.5 million users who are finding answers, building AI agents and getting work done much faster. We’re excited for the world to unleash the power of human-AI collaboration with Rovo,” Ozdemir said.
In addition to Atlassian Williams Racing, Domino’s, FanDuel, Sonos and other companies are using Rovo to sort through information quickly and connect their third-party SaaS apps together to prioritize data collection and optimize workflows.
...
...As part of the marketing campaign, Atlassian also debuted a new YouTube video that shows what it takes to build legendary teams on and off the track. On Saturday, Atlassian will have a 45-minute branded takeover of the Sphere, its biggest brand play to date.
Additionally, Atlassian branded vehicles will be circulating throughout the city during the week to amplify the brand’s presence.
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