Coaching is one of the most effective ways to improve driver safety and compliance, but it’s difficult to manage at scale when fleet managers are responsible for hundreds or thousands of drivers. With limited time and dozens of drivers to support, feedback is often delayed, and preventable incidents continue to happen on the road.

That’s why we’re introducing Motive AI Coach: an AI-powered avatar designed that automates personalised driver coaching at scale. Organisations can choose from a range of preset avatars, or create a custom avatar that mirrors a specific individual’s face and voice. This ensures a familiar, human presence in every interaction.

Each week, drivers receive short, AI-generated coaching videos via automated reminders. These sessions highlight key safety events, explain why specific behaviours were unsafe, and outline clear steps for improvement.

AI Coach provides every driver with the guidance of a dedicated safety mentor, while significantly reducing the time managers spend planning and delivering manual sessions. Beyond safety, AI Coach can help UK operators with their Duty of Care obligations without the administrative overhead. By delivering consistent, objective feedback, you can lower your fleet’s risk profile for insurers, improve fuel efficiency, and protect your drivers on every journey.

Bringing a familiar face to scaled coaching

With custom AI Coach avatars, anyone can use AI to replicate their own face and voice, creating a more authentic and trusted presence in every coaching session.

By automating personalised coaching, organisations can remove the administrative burden of scheduling and conducting live one-on-one sessions. Meanwhile, drivers still receive guidance that feels personal — as if it’s coming directly from their own fleet manager or a trusted colleague.

Coaching is managed entirely within the Motive Dashboard and Motive Driver App, allowing managers to drive behavioural change, monitor progress, and save time within a single, seamless workflow.

Create your custom AI Coach avatar in three simple steps:

  • Step 1: Record and upload – Film a short, two-minute (or longer) video in portrait mode using your mobile phone. Speak naturally about any topic in a quiet, well-lit space, then upload the file.
  • Step 2: Provide consent – Record a brief clip granting Motive permission to use your avatar for coaching purposes. Upload this in the same format.
  • Step 3: Name your coach – Give your avatar a name (we recommend using a first name), click submit, and you’re ready.

Your custom avatar will be generated and ready to use within a few minutes.

With AI Coach, managers reclaim hours of their week, drivers receive tailored, familiar support, and organisations see meaningful improvements in safety, driver retention, and operational efficiency.

Safer, smarter Workforce Management starts here

Motive Workforce Management makes it easy to manage and engage your entire workforce at scale from within the Motive Dashboard and Driver App, bringing qualifications, time tracking, training, and coaching into one central place. The result is total visibility across every aspect of your operations.

With AI-powered tools that centralise coaching and training while simplifying everyday tasks, managers can spend less time on manual administration and more time building safer, stronger, and more compliant teams.

Explore our Workforce Management page to learn more, or speak to your Motive representative about adding these features to your subscription.