AI safety technology on the move

The use of AI safety technology is expanding rapidly, driven by the urgent need to improve road safety and prevent accidents. Increasingly, companies are recognising the value of intelligent safety systems that analyse driver behaviour in real-time and intervene proactively. Moove partners with Geotab, the global market leader in connected vehicle and asset solutions. In this blog, Aaron Jarvis, Associate Vice President Sales EMEA at Geotab, shares his perspective on the growing adoption of AI safety systems.

A Growing Market for AI Safety Technology

According to leading market research firm Berg Insight, the number of AI safety systems in Europe is increasing by 18% annually, with an expected 3.1 million systems in place by 2028. This technology is especially prevalent in high-pressure sectors like parcel delivery and passenger transport. By combining behavioural analysis with telematics, organisations gain not only visibility into risks but also the ability to intervene before they escalate.

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Aaron notes that safety is becoming a key part of Geotab’s services: “Geotab has extensive experience in fleet safety. We support global safety campaigns for companies with large fleets. It’s a core element of how we approach new customer segments. I look at safety from two sides — we’re advancing the use of camera technology, particularly in the UK and US, and we’re also focusing on making vehicles themselves safer to drive. You can focus on the driver all you want, but if the vehicle isn’t roadworthy, safety is compromised from the start.”

Real-Time Impact Through AI Technology

AI safety systems actively support drivers in their daily work. Cameras and sensors monitor both the road and the driver, detecting fatigue, distraction or risky driving behaviour. “With advances in AI, cameras are now essential sensors that help ‘connect the windscreen’ and offer broader insights across the fleet,” Aaron explains. “At the individual level, this enables fleet managers to receive alerts when driver behaviour shifts significantly, creating an opportunity to offer more meaningful support. These systems can also be used in coaching programmes or even to incentivise safe driving through awards and recognition schemes.”

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The MooveDriver App is a prime example of such a coaching tool. On a fleet-wide scale, this extra layer of context helps identify risk trends and measure the effectiveness of behavioural feedback. “Camera technology clearly reduces risky behaviour. We’ve even noticed that drivers change their behaviour immediately when addressed directly about it.”

The Euroloo Example

Aaron sees a tangible difference with camera implementation: “Euroloo, a national toilet hire provider in the UK, was looking for a combined fleet and camera solution that would give them more control and better data access. They also needed a system that integrated with their route planning software. After installing the cameras, they achieved a 41% drop in harsh acceleration, a 52% reduction in over-braking, and most significantly, a 100% drop in false insurance claims. With the video evidence, it became easy to disprove false allegations.”

The Future of AI Safety Systems

Moove and Geotab are committed to supporting the growing shift towards AI-powered camera technology. “We’re seeing more companies with unconnected technologies now actively seeking to connect them,” says Aaron. “Take tyre pressure monitoring in buses, those suppliers want to link their data with Geotab, making it more meaningful and actionable. The next step is to position camera technology so that all stakeholders experience it as a benefit. We must build an environment that encourages and supports its use.”

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Aaron also observes a rise in advanced AI adoption. Companies with mature camera programmes are now entering a second development phase, while others, especially in Asia, are quickly launching sophisticated models. This is driving a dynamic, global evolution in AI safety technology.