Samsara launches AI tool to reward safe truck drivers in fleets
Samsara has introduced a new feature designed to help trucking fleets recognise and reward safe driver behaviour with the aim of addressing retention and safety challenges in the transport industry.
The new feature, named Recognition, uses live driver data and artificial intelligence to identify key moments for acknowledgement, such as streaks of safe driving, compliance with Hours of Service regulations, and improvements in fuel efficiency. Managers can use the system to deliver personalised messages and track performance milestones via dashboards available on both desktop and mobile devices.
Driver turnover remains a significant issue in the sector, with large truckload carriers experiencing turnover rates of up to 94%. In Canada, the driver shortage is projected to reach 25,000 by 2025 and 55,600 by 2035, intensifying the need for improved employee retention and engagement strategies.
Research used by Samsara indicates that employees who feel well-recognised are 45% less likely to leave their jobs and that companies with higher engagement report 48% fewer safety incidents. In response, Samsara is encouraging a shift in focus from correcting risky behaviour to celebrating positive conduct.
Johan Land, Senior Vice President of Product and Engineering at Samsara, explained: "Recognition represents a shift in how fleets can foster a culture of safety. Rather than focusing solely on correcting risky behaviour, we're giving safety leaders tools to celebrate drivers for what's going well - boosting morale, building trust, and reinforcing the habits that keep drivers and communities safe."
The Recognition feature integrates into Samsara's existing platform, removing the need for additional software or complex new processes. This is designed to help safety teams acknowledge positive performance at scale without increasing their administrative burden.
Key capabilities provided by Recognition include the identification of safe speed streaks, focused driving, compliance with Hours of Service, and fuel-efficient driving. Managers can quickly act on these patterns. Coaches have the option to add personalised messages, turning data points into meaningful moments of motivation. Drivers and managers gain shared visibility into progress via dashboards, supporting ongoing engagement.
According to Samsara, fleets using the platform have already seen substantial improvements in both safety and retention. The company reports that DHL reduced accident costs and driver turnover by 50%, Home Depot lowered claims by 65%, and the City of Memphis cut distracted driving incidents by 70% through the use of Samsara's technology.
Nick Mattocks, Fleet Director at Trades Holding, described the impact of Recognition on his team: "We've been really impressed with Samsara's Recognition. It's become a valuable tool for reinforcing safe driving habits and creating a more supportive safety culture across our fleet. The real-time alerts and video evidence help us not only coach more effectively, but also proactively recognise and reward drivers for doing the right thing on the road. It's helped shift the conversation from just identifying risky behaviour to actively celebrating safe driving - and our team really appreciates that. Overall, it's been a great addition to our safety programme."
Samsara's new approach seeks to make recognition a daily part of fleet management, aiming to help organisations create workplaces where drivers feel seen, supported and motivated to perform well. The Recognition feature is fully integrated within the Samsara ecosystem, so customers do not need to purchase additional modules or navigate new systems.
The introduction of Recognition comes as industry leaders look to allocate resources toward strategies that could reduce turnover and improve operational safety. The continuing focus is on leveraging technology to not only detect areas for improvement but also consistently acknowledge and reward positive behaviour as a core aspect of fleet culture.
