At Motive, we’re building AI that goes beyond analyzing data — it transforms how fleets operate every day. Our technology doesn’t just detect risks. It delivers real-time coaching, actionable insights, and safety interventions that help drivers and fleets build lasting habits.

At the center of this mission is Farhan Ali, who leads engineering for AI Coach. From architecting core frameworks to shaping the future of personalized, autonomous coaching, Farhan is helping fleets get more than just data. They’re getting a true partner in safety.

We sat down with Farhan to talk about what makes Motive’s AI different, what goes into building products like AI Coach, and how accuracy builds trust in the real world.

Tell us about your role at Motive

I lead engineering for AI Coach, focusing on architecting core frameworks and setting the technical direction for our autonomous coaching engine. Day to day, I turn raw driver data into coaching that makes a real difference by combining generative AI, data-driven rules, and feedback from the field so that our AI becomes a trusted safety solution for fleets.

For me, the challenge isn’t just technical. It’s about building something that’s reliable, personalized, and tuned to the realities of the road. When a driver says, “This helped me see things I missed,” I know we’ve done something right.

What drew you to Motive initially?

I joined Motive two years ago straight out of university, still figuring out what “impact” could mean for an engineer. What clicked right away was Motive’s obsession with solving tough, safety-critical problems through AI.

Here, you see your work translate into real impact at scale. That sense of stewardship — helping people get home safe — still gets me out of bed with purpose every morning.

With AI evolving so quickly, how do you stay ahead of the curve?

I treat learning as an ongoing experiment: tracking breakthroughs, testing ideas, and listening closely to customer stories to see what truly works.

The sharpest insights often come from tackling hard problems and from honest feedback shared by fleets with decades of operational knowledge. That constant cycle of build, test, and refine keeps AI Coach both innovative and grounded.

What kinds of AI models are we building, and how do they serve customers?

At Motive, we build intelligence for the real world.

  • Vision models detect unsafe behaviors as they happen.
  • Machine learning models uncover patterns in vast streams of telematics.
  • And with AI Coach, we take safety one step further — coaching at scale with advice that’s timely and relevant.

Our AI delivers support a single safety coach could never deliver alone. Fleets get more practical guidance, and drivers get feedback that actually helps them every day.

What has been your favorite project at Motive?

Building the AI Coach pipeline from the ground up is my proudest work. Not just because of the technical hurdles, but because every feature reflects customer stories and real feedback.

It’s one thing to code a system. It’s another to see drivers and managers trust it in their day-to-day lives. That responsibility —knowing the technology we built helps keep people safe — is what keeps me motivated.

What makes Motive’s AI impactful?

At Motive, our obsession is simple: accuracy powers both action and trust.

We dive deep into edge cases, train on real fleet data, and combine technical rigor with hard-won insights from the field. Updates don’t roll out unless they meaningfully improve safety or decision-making — even if that means more work to get them right.

We design for accountability. That means AI built for the unpredictability of real-world roads.

What does the review process look like before launch?

Every update is measured against clear safety benchmarks to ensure that our AI closes the gap between spotting risk and preventing it.

We build datasets that capture unpredictable, complex scenarios from real roads and test rigorously before scaling. Updates roll out in phases, with small groups first, so early feedback directly shapes improvements.

Our automated evaluation pipelines add guardrails in real time. Accuracy isn’t a box to check—it’s the standard we deliver.

The road ahead

For Motive, the objective is clear: build AI that doesn’t just detect problems, but helps people solve them. With tools like AI Coach, fleets gain a partner that scales the wisdom of a human safety coach across every driver and every road, every day.

Interested in building AI that makes a real-world difference? Join our team and help shape the future of safety and operations.