Every April, the National Safety Council (NSC) spotlights distracted driving as it continues to take lives and cost businesses millions. Enforcement focuses largely on use of cell phones, but distracted driving is more complex than many realize.
Distraction at the wheel takes the driver’s focus off the important task at hand — driving. According to the National Highway Traffic Safety Administration (NHTSA), 3,275 lives were lost due to distracted driving in 2023 alone. The National Safety Council reports that cognitive distractions like mental preoccupation, stress, fatigue, or emotionally charged conversations can be just as deadly as more reported distractions.
The accuracy gap that puts fleets at risk
Many dash cams claim to detect unsafe driving behavior. But how many actually catch what matters? A camera that accurately detects unsafe events 60% or 70% of the time might seem “impressive” to some, but that means up to 40% of risky behaviors are going unchecked. That kind of gap could be the difference between a near-miss or a major collision.
The Motive AI Dashcam stands out by consistently detecting unsafe driving behavior with high precision. In fact, Motive detects 15+ safety events with up to 99% accuracy. Fewer risky moments slip through the cracks, and driver coaching is grounded in reliable data — not guesswork.
How coaching drives change
Accurate risk detection is critical, but it’s not enough to improve safety on its own. Motive’s coaching tools flag unsafe driving behavior as it happens, turning high-risk incidents into teachable moments. Through real-time alerts, video clips, and valuable self-coaching advice sent through the Motive Driver App, Motive enables fleets to train smarter and intervene faster without disrupting a driver’s day.
With Motive, fleets get data-driven coaching that targets the root causes of distracted driving before careless behavior escalates into a near-miss, citation — or worst of all, a crash. Backed by AI Dashcams, Motive fleets have seen meaningful reductions in harsh braking, speeding, and lane departure — all signs of underlying distraction.
Distraction comes in many forms, and most are hard to spot
It’s easy to picture distraction as a phone in a hand. But that’s only one example. Distraction also means:
- Cognitive distractions, like thinking about an argument, zoning out during long hauls, or mentally checking out due to fatigue.
- Auditory distractions, like conversations over CB radio or headset chatter.
- Visual distractions, including rubbernecking, searching GPS, or watching the rearview mirror too long.
- Manual distractions, such as adjusting in-cab settings or reaching for objects.
While many of these behaviors often slip through the cracks of traditional dash cam systems, Motive’s AI detects head pose, eye movement, phone use, yawning, drowsiness, and more. And unlike many systems, it doesn’t rely on limited trigger-based alerts that miss context or nuance. It learns, adapts, and responds to unsafe behavior in real time.
Turning insight into long-term safety gains
True fleet safety doesn’t begin with penalties. It begins with understanding. The Motive Integrated Operations Platform empowers operations teams, safety managers, and drivers to make data-backed decisions about how they operate, when they need to adjust, and what trends might put the fleet at risk.
By combining AI-powered visibility with proactive coaching and insightful reporting, Motive gives fleets the tools to:
- Catch and correct distracted driving behaviors early
- Equip drivers with the tools to self-correct and grow
- Reduce accident rates, citations, and insurance premiums
- Build a workplace culture rooted in awareness, responsibility, and accountability
Distracted driving awareness is just the start
As the National Safety Council leads its annual campaign to spotlight the dangers of distraction, we challenge the industry to go further. To truly move the needle, fleets must combine AI-powered safety technology with meaningful driver coaching.
The future of fleet safety is already here — and it’s powered by AI.
Learn how leading fleets are using AI to detect distraction, improve driver performance, and reduce costly incidents.
