Motive unveils AI-powered avatar to automate driver coaching across commercial fleets
Tool aims to reduce manual coaching time and provide consistent safety guidance across large vehicle fleets
Motive has introduced AI Coach, a software product that generates personalized coaching videos to help organizations manage driver safety at scale. The tool is powered by large language models and uses avatars to deliver behavior-specific guidance to drivers without requiring manual intervention from safety staff.
The company, which provides an integrated platform for managing vehicles, equipment, and workforce operations, says the new system can reduce coaching workloads while maintaining consistency across large fleets. Motive's platform is used by clients in sectors such as construction, logistics, field services, agriculture, and the public sector.
Automation aims to address delayed feedback
Driver coaching is often delayed due to scheduling issues and resource constraints. Motive reports that it takes an average of 16 days to complete a coaching session following an incident, leaving gaps where unsafe behaviors may persist. AI Coach selects high-severity events, analyzes them, and generates customized video messages for each driver.
The system can address a range of topics beyond safety, including fuel performance and regulatory compliance. Customers can use pre-designed avatars or create their own, enabling branded or role-specific delivery.
Shoaib Makani, co-founder and CEO of Motive, says: “Motive understands the power of driver coaching and has provided tools, such as our Integrated Coaching product and the ability for drivers to review their safety events in the Driver App, to help our customers manage the complexity of this work. With AI Coach we are taking this a step further and giving customers the ability to completely automate coaching with an AI version of themselves to give personalized and authentic feedback to drivers.”
Early results from enterprise deployment
RoadSafe Traffic Systems is one of the early adopters of AI Coach. The company reports a measurable drop in injuries since integrating the tool into its safety workflow.
Tim Guy, vice president of safety at RoadSafe, adds: “Timely and consistent coaching is one of the biggest roadblocks to driver safety. Motive’s AI Coach changes that, allowing us to deliver personalized feedback instantly, and at scale, without overloading our team. In less than six months, combining Motive's technology with our safety program, we’ve already seen a 20% reduction in injuries—an exceptional achievement in this industry.”
