Fleet technology provider Motive has launched its automated AI Coach in the UK, allowing transport managers to automatically deliver personalised, avatar-led video feedback to drivers at scale.

The new solution uses Motive’s accurate AI to deliver high-impact, personalised video feedback at scale

The new solution uses Motive’s accurate AI to deliver high-impact, personalised video feedback across the fleet, dynamically tailoring each script to the driver’s needs. Managers can choose from preset avatars or custom avatars that replicate their face and voice using AI to bring a familiar presence to every coaching video.

The rollout directly addresses inherent challenges with scaling driver coaching in the UK, where rising insurance costs, Driver and Vehicle Standards Agency (DVSA) scrutiny and ongoing Driver Certificate of Professional Competence (CPC) requirements add pressure.

Safety managers often oversee hundreds or thousands of drivers, and yet some managers spend less than one-third of their time on actual people management, including coaching sessions. Even when coaching does occur, consistency and accuracy are difficult to maintain, and without timely, personalised feedback, unsafe behaviour repeats.

To solve these scaling challenges, Motive’s new AI Coach eliminates the burden on safety managers by automating the entire content creation process, reducing coaching workloads by up to 100%. By replacing delayed, inconsistent reviews with instant and uniform guidance, the technology ensures unsafe behaviours are corrected immediately before they lead to costly fleet risks.

Nyanya Joof, regional VP of UK markets at Motive, said: “Gaps in driver coaching put organisations at risk of preventable incidents.

“But driver coaching only works if it is accurate and trusted by drivers. AI Coach uses high-precision AI to automatically send personalised coaching videos, which can greatly reduce manager workload while improving safety and driver engagement.”

Motive’s first-of-its-kind custom AI avatars can dramatically cut coaching feedback time.

Adam Fox, operations manager at Beeline, vouched for the solution’s efficiency and results.

“Previously, we spent several hours reviewing incidents and doing one-on-one coaching long after the fact.

“With Motive’s AI Coach, automatic personalised coaching comes from a familiar face and helps us provide feedback at a scale we didn’t think was possible. Always reliable and accurate, AI Coach helps us keep our drivers safe and reduce our incident rate.”

AI Coach delivers automatic, personalised AI-generated coaching videos each week through the Motive Dashboard and Driver App. Coaching videos deliver positive reinforcement to recognise where the driver did well, as well as actionable feedback to support continuous improvement in driver safety and performance. Automated text messages and push notifications also remind drivers to watch their weekly feedback recaps, reducing manual follow-ups.

Fleets can count on reliable footage for effective coaching. Motive’s AI detects unsafe driving behaviours with up to 99% accuracy, giving managers reliable, actionable insights they can trust to coach effectively.

AI Coach is designed to automatically select the safety events that are the most severe and have the highest impact on a driver’s score to give drivers context on what they can do to improve and why it matters.

The new solution is embedded within Motive Workforce Management, the company’s centralised AI-powered platform that digitises and automates critical workforce processes.

Workforce Management combines managers, people, documents and timesheets in one place, eliminating silos and providing a complete workforce view. With Workforce Management, teams can reduce manual tasks, integrate training, uncover risks faster, streamline compliance and manage driver qualifications.

Future updates will also expand the AI Coach’s capabilities to include automated coaching on fuel efficiency, operational spend and more.