How we transformed Sepang International Circuit's fan experience with generative AI

Malaysia's premier motorsports venue put its event enquiries through an Axrail chatbot on Amazon Bedrock. Claude answers the routine questions in seconds, so the team keeps the hard cases.

Seconds

to answer enquiries that used to wait up to two hours by email

languages answered: Malay, English and Chinese

AWS Premier Partner with GenAI expertise.

See how Sepang International Circuit transformed their fan experience with Axrail

Malaysia's premier motorsports venue put its event enquiries through an Axrail chatbot on Amazon Bedrock. Claude answers routine questions in seconds, so the team keeps the hard cases.

About Sepang International Circuit

Sepang International Circuit (SIC) is a premier motorsports destination designed by acclaimed architect Hermann Tilke. It hosts high-energy activities and events all year, from international races like Formula One and MotoGP to local competitions such as the Malaysian Championship Series and the Malaysia Superbike Championship.

SIC aims to inspire generations as a cutting-edge motorsports and edutainment hub in the region, and a catalyst for a new beginning for the local motorsports industry and beyond. Its events draw crowds of up to 170,000 spectators, and every one of them is a potential customer service enquiry.

Conversational Intelligence
Events and entertainment
Malaysia
Amazon Bedrock
Amazon Comprehend

The challenges

Scaling for event season
The customer service team could not scale to meet demand during event seasons: hiring and training new agents ahead of every peak is a time-consuming and costly process.
Response efficiency
Agents can only hold a limited number of conversations at once. During peak times that limit showed up as long wait times and customer dissatisfaction.
Performance consistency
Agent performance varies with fatigue and stress, and retrieving the right information takes time, so service quality was uneven just when volume was highest.

The solution

To address these challenges, Axrail implemented a generative AI chatbot on Amazon Bedrock, built on Anthropic’s Claude, one of the best-performing models for this multilingual use case. The chatbot’s answers are grounded with retrieval-augmented generation (RAG): a vector database holds the circuit’s own information, and the documents most relevant to each query are retrieved and passed to the model as context, so responses stay accurate and specific rather than invented.

For multilingual support, Amazon Comprehend detects the dominant language of each query, which is then included in the prompt to the Bedrock model so the reply comes back in the visitor’s own language and the conversation keeps its flow.

The solution is in production at SIC today, enhancing the customer experience during its high-profile motorsports events.

Conclusion

Axrail's solution solved SIC's customer service challenges with an AI-backed chatbot, cutting query response times and easing the load on the team while lifting customer satisfaction.

With a team that is AWS certified and experienced in consulting, Axrail serves clients from startups to enterprises across retail, media, transportation and beyond. We are proud to deliver the chatbot that now carries fan engagement at SIC.

Secondsto answer enquiries that used to wait up to two hours by email