Motive expands UK platform with new AI fleet tools

Motive has expanded its UK platform with new artificial intelligence tools for fleet operations and workforce management, adding vehicle camera systems, automation software and a driver rewards product.

The update targets transport, logistics and other physical operations sectors, where managers often still rely on separate systems and manual processes. It brings together new hardware, software and workforce tools on one platform.

Shoaib Makani, Chief Executive Officer and Co-Founder of Motive, said the expansion is part of a broader push to reduce the monitoring and administration handled by operations teams.

"Every operations leader we talk to describes a common set of problems: their systems are too fragmented, and their workflows are too manual. The answer is integration and automation," Makani said.

"Motive has spent years breaking down the data silos. Now we're helping our customers leverage AI to surface critical insights and automate interventions so they can run safer and more productive operations," he added.

Vehicle monitoring

At the centre of the expansion is AI Omnicam Plus, a new camera system designed to give drivers a 360-degree view around a vehicle. It uses more than 30 AI models simultaneously to identify road hazards and warn drivers in real time.

Motive has also added features to AI Dashcam Plus, its in-vehicle camera and telematics device, including collision alerts, automated number plate recognition, speed sign detection and live two-way calling between drivers and managers.

The collision warning system tracks vehicles, cyclists, pedestrians and animals, then estimates whether they are likely to cross a driver's path. Number plate recognition is designed to help capture evidence after incidents such as hit-and-runs, theft and road rage.

Speed sign detection reads road signs directly rather than relying only on map databases, while the calling feature allows hands-free communication from inside the vehicle. Together, these functions are intended to reduce distractions and help managers respond more quickly to fatigue, faults or severe weather.

Wayne Dawkins, Fleet Manager at VAD Commercials, said the technology had changed how the company runs its fleet.

"Motive has fundamentally shifted how we safeguard our drivers and manage our fleet," Dawkins said.

"By integrating real-time detection with immediate action, the platform allows us to operate more safely, productively and profitably every single day. We have moved beyond simply identifying risk to proactively preventing it, and the new capability will help unlock even more as it helps us prevent more collisions and remove manual overhead," he said.

From insight to action

Motive also introduced Atlas, an AI assistant that lets customers search data, analyse activity and trigger actions from one interface. It is connected to the company's dashboard and can also be used with third-party AI tools including Claude and ChatGPT.

Atlas can be used for tasks such as checking vehicle health, reviewing safety events and handling compliance questions. It has also been built into a voice assistant for drivers, allowing spoken commands such as calling dispatch or recording video.

Another new product, Automations, is designed to trigger responses based on live vehicle or driver data. For example, a vehicle fault code could prompt the system to contact a driver and tell them to pull over before a manager spots the issue manually.

Managers can use the tool to tackle excessive idling, hours-of-service risks and fatigue alerts, reducing the need for staff to monitor systems continuously and intervene one case at a time.

Motive also announced new uses for AI Vision, a computer vision tool that converts video into structured operational data. The software can be used in sectors including waste collection, infrastructure monitoring and construction safety, where workers often still record field observations by hand.

In waste services, the tool can identify overfilled containers, contamination in recycling and completed service visits. This could help operators verify work and bill for breaches without requiring drivers to log issues manually.

Adhish Luitel, Research Director at ABI Research, said Motive's position rests on its combination of hardware, software and proprietary data.

"Motive isn't just applying AI, it is generating the proprietary data that powers it," Luitel said.

"By combining hardware, integrated data and proprietary built AI models, Motive moves beyond insight to real-time action in a way many software platforms cannot. The combination of hardware and well-executed AI improves safety and delivers measurable ROI for its customers," he added.

Workforce tools

Alongside the operational products, Motive expanded its workforce management offering with Driver Rewards, new AI Coach functions and a metric called Coaching Score. The tools are designed to improve driver retention while automating recognition and coaching.

Motive said annual turnover at large fleets can reach 60%, with the loss of a single driver costing about £6,300. For a fleet of 1,000 drivers, that would amount to nearly £4 million a year. It also pointed to a projected UK HGV driver shortage of 200,000 by 2030.

Driver Rewards allows managers to build incentive schemes linked to safety, fuel use, compliance and spending. Drivers can track their progress through leaderboards and challenges in the Motive Driver App, and rewards can be converted into cash through the company's card product.

Hemant Banavar, Chief Product Officer at Motive, said the aim is to move communication with drivers beyond a narrow focus on mistakes.

"Too often, drivers only hear from their team when something goes wrong," Banavar said.

"Motive Driver Rewards automatically recognises and reinforces the behaviours that matter most. By turning everyday performance into real-time incentives, we help UK organisations reduce turnover and build stronger performance cultures without adding manual work," he said.

Rodney Fetters, Fleet Director at SPATCO Energy Solutions, described the product as a replacement for manual reward tracking.

"With Driver Rewards, we've replaced manual tracking with automated, data-driven challenges that score and track performance in real time," Fetters said.

"Recognition is now consistent and scaled. We started with the obvious top performers that drive high mileage and are most at risk, but now we are using the platform to improve engagement, strengthen safety and have reduced the time our team spends managing rewards," he added.

AI Coach now extends beyond safety feedback to fuel use, compliance and equipment health. Coaching Score, added to Motive's Performance Hub, is designed to show managers whether coaching is changing behaviour and where further intervention is needed.

Motive said it serves nearly 100,000 customers across transport and logistics, construction, energy, manufacturing, retail, waste services and the public sector.