Boston-based data and AI platform Starburst, has launched a new global B2B campaign called "Ask. Know. Go." and has signed 2025 F1 World Champion Lando Norris as a brand ambassador who will front the new campaign. 

The company worked with Corduroy Media on the effort.  

The main idea: Connect the speed, precision, and data-driven decision-making of Formula 1 racing with the enterprise challenge of turning distributed data into trusted action. 

The campaign maps a moment in racing—spotting an opening, reading the full picture and committing to the pass—to a stage in enterprise decision making.  

Norris frames his own performance as preparation and information gathering.  

The campaign explains how Starburst runs AI directly on distributed data wherever it lives, without moving or replatforming it.  

"The ability to process information faster than the competition is not a tactical edge — it is the race," the company states. "The same challenge now defines the enterprise AI race: organizations need to ask questions across all their data, understand the full context behind the answer, and act with speed and confidence." 

“People often see motor racing at the highest level as being about reactions, but most of the performance comes from preparation and understanding the details," Norris said. "I’m constantly asking questions, looking for information and trying to build the clearest possible picture before making decisions. Whether that’s racing, running a business or working with a team, having access to the right information at the right time gives you confidence to act."  

The campaign, including a landing page and video channels, targets industry technologists, data teams, analysts, and business leaders in financial services, insurance, healthcare, and technology, and other data-intensive industries.