Accidents don’t just disrupt operations. They put lives at risk. For Agmark Logistics, that reality made investing in accurate AI detection a priority as the company expanded across two distinct divisions.
For Agmark, Motive AI Dashcams and AI Omnicams have become central to a strong safety culture. But as Agmark Senior Vice President of Technology Chris Jaffe explains, the real story is how reliable AI-powered alerts reshaped trust, coaching, and accountability across the business.
Here are five takeaways from Agmark’s journey that all fleets can apply when evaluating AI dash cams.
1. Run a head-to-head trial
“When we were first looking at dash cams, AI was still fairly young, and we didn’t view AI as a differentiator in our initial decision-making,” Jaffe said. “But we conducted trials of several different dash cams, and Motive’s AI stood out as the differentiating factor.”
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Testing different dash cams side-by-side revealed stark differences in AI capabilities. AI that looked good on paper often produced inaccurate results in the field. Seeing those gaps firsthand made it clear which provider delivered the reliability Agmark needed.
It was ingrained in me a long time ago to try before you buy if possible. And, you know, if you’re implementing an ERP system or something, it may not really be possible to put that in place. But with technology — hardware — and the software that goes with it, oftentimes, is. And so often, that will just highlight the differences.
2. Build trust through AI accuracy
Before adopting AI dash cams, Agmark’s safety staff and drivers had little confidence in the real-time alerts they were receiving. Too many false positives created alert fatigue among drivers, and managers doubted the accuracy of alerts as well.
“Our safety team would often say, ‘We see those safety events and just ignore them, because every time we look at the camera, we don’t agree with what it’s picking up,’” Jaffe noted.
That changed once the team invested in Motive AI Dashcams, proven to alert to unsafe driving behaviors 3-4x more successfully than other leading providers.
We did the trial with the Motive product, and almost immediately we had alerts for distracted driving and cell phone usage and things like that. And when we pulled up the video, sure enough, there’s the driver picking up his phone.
3. Demand concrete video proof to exonerate drivers
For Agmark, video evidence served a dual purpose — it was a powerful coaching tool and offered vital protection from wrongful blame in the event of an accident.
In the six months before installing side cameras, the company had eight accidents, most of them sideswipes. Without video to show what happened, it was one driver’s word against another’s.
After installing Motive AI Omnicams, Agmark was able to flip the script. Backed by 360° video evidence, Agmark’s drivers could show what happened in every incident, refuting false claims from other drivers on the spot.
The results were dramatic:
- A 67% reduction in accidents
- Zero at-fault accidents since installation
- Claims averaging $300,000 dropped to none
“Video just changes the whole conversation,” Jaffe said. “The other driver knows there’s no possibility of being able to file a claim.”
4. Drive engagement with Safety Scores
Safety Scores became the spark that changed drivers’ habits. Drivers could see their performance in real time through the Motive Driver App, and managers could track results across entire teams.
Increased visibility into driver behavior turned driving into a healthy competition. Drivers compared scores, and those who reached a perfect score of 100 earned small rewards like gift cards or branded gear.
“I’ve heard them talking about it in the yard,” Jaffe added. “They wear that Safety Score like a badge of pride.”
Just as importantly, Agmark’s average Safety Score rose from the low 80s to 97, with nearly half the fleet now holding a perfect score of 100. Higher scores didn’t just improve safety — they increased morale, making drivers feel valued for the work they put in.
5. Look for a technology partner — not just a provider
Investing in fleet safety technology isn’t just about features — it’s about trust. Jaffe emphasized the importance of having a transparent provider. Fleets need to know how data is being used and what kind of relationship they can expect over time.
Agmark wasn’t just choosing a provider. They were choosing a partner. That mindset ensured Agmark’s AI investment delivered long-term value, not just a quick fix.
“You need to be able to trust in a partner,” Jaffe said. “The amount of money we spent on this for a smaller company is pretty substantial, and we need to make sure we have that trust.”
