Let Claude Reveal Your Inner Racing Driver

Motorsport fans spend countless hours debating race strategy, braking points and what separates the fastest drivers from the rest of the grid. Now, thanks to a collaboration between Anthropic and Atlassian Williams F1 Team, they can put those theories to the test themselves.

The Atlassian Williams F1 Team Fan Zone, presented by Kraken, is back on home soil, returning to Piccadilly Circus ahead of the 2026 British Grand Prix. Taking over the basement level beneath London’s Piccadilly Lights, Anthropic’s “Pattern of Thought” experience invites visitors into a custom-built race simulator. Guests step into the driver’s seat for a time attack challenge where every braking input, racing line and split-second decision becomes part of a much bigger story.

At the heart of the experience is Anthropic’s AI assistant, Claude. As participants race, Claude analyzes their driving behavior, tracking everything from corner approach and throttle control to overall risk tolerance. The goal is to understand how each person thinks behind the wheel.

That data is then brought to life. Following each session, visitors move through a series of interactive stations where Claude compares their telemetry against performance benchmarks, revealing similarities in driving tendencies and decision-making. The result feels less like a simulator scorecard and more like a behind-the-scenes engineering debrief normally reserved for professional motorsport.

By the end, every participant receives a personalized profile of their “Driving Mind,” complete with custom data visualizations and one of 12 distinct driver archetypes generated by Claude, and inspired by Williams drivers. Blending the Atlassian Williams F1 Team’s engineering DNA with Claude’s expertise, the experience offers a fascinating look at the intersection of motorsport and technology, while answering the question every fan has wondered at least once: what kind of driver am I?

Before coming to the Fan Zone, “Pattern of Thought started as a first-of-its-kind campaign from Claude and the Atlassian Williams F1 Team — one that puts the people behind the car front and center. Launched to coincide with the Monaco Grand Prix, ‘Pattern of Thought’ uses Claude to turn genuine human reaction into a unique visual portrait of the exceptional thinkers who set teams apart. In a sport pushing the limits of technological innovation, people remain the key to success: the engineer reading a pattern in the telemetry, the strategist weighing the scenarios, the driver committing to a corner at 200 miles an hour.

The ‘Pattern of Thought’ campaign puts them front and center, with a visual representation of how drivers Alex Albon and Carlos Sainz, Team Principal James Vowles and other team members respond under the greatest pressure. Drivers and team members wore a consumer headset as they were put through their paces — in the simulator and at work — capturing the focus and thrill of performing at the limit. Claude interpreted their emotional responses into a creative visualisation, which Williams’ designers developed into the bold design at the heart of the campaign. The design debuted on special helmets, race suits and in the Williams garage in Monaco, and the Piccadilly Fan Zone experience brings the campaign to fans directly.

Fan Zone Details

Headlining this year’s Fan Zone, Atlassian Williams F1 Team driver Alex Albon and Team Principal James Vowles will both be making appearances throughout the week, giving fans an opportunity to get up close with the Williams team. Alex will make his appearance on Wednesday 1st July at 12:30pm, followed by James on Thursday 2nd July at 11:00am.

Location: The Venue, Piccadilly Circus, 48 Regent Street, London, W1B 5RA

Dates: 30 June – 5 July 2026

Hours:

Tuesday 30 June: 10:00am – 8:00pm
Wednesday 1 July: 10:00am – 7:00pm
Thursday 2 July: 10:00am – 7:00pm
Friday 3 July: 10:00am – 8:00pm
Saturday 4 July: 10:00am – 8:00pm
Sunday 5 July: 10:00am – 4:00pm
Entry is free. Register via the Williams App.