Exclusive: How Geotab's AI dash cam provides real-time coaching

A new AI-powered dash cam from Geotab is promising to revolutionise road safety, with early trials showing a 95% reduction in distracted driving and a 90% drop in tailgating.

The GO Focus Plus, launched in Australia in September, combines video intelligence with real-time, in-cab voice alerts to coach drivers in the moment - without overwhelming them. According to Chris Martin, Geotab's Senior Manager of Solutions Engineering for APAC, the goal is to make safety feel supportive, not punitive.

"The transport and freight industry is under huge pressure," Martin said. "Drivers are dealing with tighter turnaround times, busier roads, and unpredictable challenges every day. This technology is about helping them do their job more safely and effectively, not about surveillance."

At a time when road fatalities in Australia are climbing - 1,329 deaths recorded between June 2024 and June 2025, a 3.3% rise from the previous year - Martin said the urgency for innovation in transport safety is only growing.

Geotab's latest solution tackles this head-on by providing instant, spoken feedback inside the vehicle when risky behaviours like phone use or tailgating are detected.

"It's not just a camera," Martin explained. "It's a coaching tool. The camera identifies behaviours like distracted driving or rolling stop signs and gives the driver a verbal nudge in real-time. It's subtle but effective."

He added that feedback is delivered using natural language and tone to avoid adding stress or distraction.

"You'll hear a voice say something like 'distracted driving' or 'rolling stop' - and in that moment, the driver has the chance to self-correct. It's about awareness, not punishment," he said.

The solution aims to strike a delicate balance between accountability and support - an area where many traditional systems fall short. Unlike conventional dash cams that record but don't intervene, the GO Focus Plus is designed to change behaviours over time by reinforcing good habits in the moment.

"Think of it like having a driving coach in the passenger seat - but without the pressure of being judged," Martin said. "It's about helping people, not scrutinising them."

That philosophy extends to fleet managers, who also benefit from AI-driven insights. Instead of trawling through endless hours of footage, the system flags the most relevant events and recurring patterns. "No one wants to spend hours reviewing video. Our system filters out the noise, so you get actionable data without the burden," Martin said.

This combination of in-cab coaching and smart video analytics is already delivering measurable change.

A recent pilot involving the GO Focus Plus saw a dramatic drop in risky driving. Phone use decreased by 95% and tailgating was cut by 90% - results Martin attributes to the system's carefully calibrated feedback mechanisms.

"If you overwhelm drivers with alerts, they tune out. So it's critical to get that balance right. We've designed the algorithms to focus only on the most meaningful events, and that builds trust," he said.

Martin also uses the system in his own vehicle and believes this hands-on experience is essential for developing products that work in the real world. "We call it 'dogfooding' internally - testing the tech ourselves before it goes to customers. I've personally seen how it helps me reflect on my own habits. It caught me rolling a stop sign the other day, and I thought, fair call - I could have done better there."

Geotab's leadership is positioning the technology as a response to multiple industry challenges, from driver shortages and burnout to safety and compliance. According to Sean Killen, Vice President for Global Markets, the goal is to build resilience across fleets while supporting drivers on the ground.

"This is about more than technology," Killen said in a company statement. "It's about making sure every driver gets home safe at the end of the day, while helping businesses stay competitive."

One of the more innovative features of the GO Focus Plus is its ability to detect nuanced driving scenarios and respond accordingly. For example, if a driver is cut off in traffic but responds appropriately by increasing following distance, the system will acknowledge the action with a "good driving" message.

"It's important to reward good behaviour too," Martin explained. "A lot of professional drivers are already doing the right thing. And now, with the evidence the system provides, they can feel supported - not blamed - if an incident happens."

This includes protecting drivers from unfair blame. Research from NTI shows that in over 80% of serious truck and car collisions, the truck is not at fault. The GO Focus Plus can provide crucial video evidence to exonerate drivers when disputes arise.

"Being able to show what actually happened in a moment of crisis is incredibly powerful," Martin said. "It gives peace of mind to drivers and confidence to their employers."

Seamless integration with Geotab's MyGeotab platform means that fleet managers can assign, track and review coaching outcomes all in one place. This integration also allows for driver rewards programmes, further incentivising safer habits.

Martin believes that building a culture of safety isn't just about enforcement - it's about trust. "Drivers don't want to feel policed. They want to feel protected. And that's what this solution does," he said.

As the industry continues to face rising costs, regulatory scrutiny, and safety expectations, Geotab hopes this technology will offer some relief - and real results.

"We want to make it easier, not harder," Martin said. "That's the point."