Introducing Samsara Coach: AI-powered driver coaching at scale

For safety managers today, the challenge isn’t a lack of data—it’s the ability to act on it. Dash cams generate more safety events than any human team can realistically review, creating a gap where fleets can see risk but cannot consistently act on it. Hiring more managers to process this volume isn’t an option for many organizations—and even when it is, it doesn’t scale— meaning serious events risk slipping through the cracks.

Today, we are closing that gap with the introduction of Samsara Coach.

Part of our Automated Coaching solution, Samsara Coach is a set of new, driver-facing features designed to serve as a personalized coach for every driver. Trained on 20 trillion data points, Samsara's Automated Coaching solution automatically routes lower-priority events to drivers for self-coaching. Samsara Coach enhances that experience with new, more engaging ways for drivers to learn—through customizable coaching avatars and two-way, in-cab AI coaching.

In fact, customers using Samsara’s complete AI safety solution, including our coaching tools, have achieved up to a 73% reduction in crash rates, proving that when coaching is consistent, timely, and fair, it drives real behavior change. Automation and Samsara Coach make these outcomes attainable for many more fleets, including those without large safety teams to manually review data, coach drivers, and manage follow‑ups.

Customizable, AI coaching grounded in each driver’s real history

Traditional coaching can feel generic or punitive, leading drivers to disengage. Samsara Coach’s AI avatar changes this dynamic by delivering weekly, AI-led safety coaching summaries directly to drivers via the Samsara Driver App or SMS.

Organizations can choose from a set of pre‑configured avatars designed to deliver clear, engaging, and credible guidance, including Jesse Love, NASCAR O’Reilly Auto Parts Series Champion. Love’s experience as a world-class driver reflects the same challenges drivers face every day—where conditions change quickly, decisions matter in the moment, and improvement comes from continuous, real‑time feedback. In the future, organizations will also be able to customize the coaching avatar to match their culture—replicating a manager’s image and voice.

By hearing feedback from a familiar or trusted persona, drivers are more likely to engage with the message and act on it.

Unlike other coaching solutions that simply recap isolated events, Samsara Coach’s avatar delivers coaching rooted in a holistic understanding of risk, informed by Samsara’s unique AI insights, including road conditions, vehicle information, driving history, and risk factors, such as inclement weather.

By combining over 40 detections, video evidence, and driver data, Samsara Coach’s AI avatar understands not just what happened, but why it mattered in that moment. That insight informs personalized and driver-centric coaching for that driver—explaining the risk, connecting it to real‑world consequences, and offering clear, practical guidance on how to improve next time.

What this means for your fleet:

• Coaching grounded in full context, not isolated moments, powered by a holistic view of driver risk each week

• More empathetic, driver‑centric feedback, informed by the conditions drivers were operating in

• Stronger, sustained behavior change, driven by clear explanations of the why, the impact, and the path forward

Two‑way, in-cab AI voice coaching: real-time protection for high‑risk moments

While weekly coaching summaries help drivers learn from the past, some risks require immediate intervention. Samsara Coach is designed for exactly those moments.

When a high‑severity risk such as persistent drowsiness is detected, Samsara Coach automatically reaches out to the driver via in‑cab audio or a phone call. Instead of a simple alert, it initiates a brief, two‑way conversation that prompts the driver to take safe action. Samsara Coach can even engage the driver with light interaction—such as posing questions—to help restore alertness.

“Samsara Coach’s two-way, in-cab AI voice coaching helps us support our national repair technicians at scale,” said Rocco Speziale, Senior Director of Asset Protection at Sears Home Services. 

This real‑time intervention communicates with the nuances of a human to help prevent incidents before they happen, while reducing the need for manual follow‑up from safety teams.

Turning AI into your operational advantage with Samsara

Samsara Coach brings AI‑powered coaching directly to drivers in ways that feel engaging, familiar, and timely. Drivers receive consistent guidance that helps them recognize risk, reinforce positive behavior, and take action in the moments that matter most. Coaching no longer depends on manager availability—it happens continuously, across every shift and every mile.

For example, Jordan Carriers, one of the largest private employers in Mississippi, reduced daily coaching needs by 93% with Samsara Automated Coaching. “Automation is helping me manage coaching for nearly 1,000 drivers,” said Otis Anderson, Safety Compliance Analyst at Jordan Carriers.

By giving drivers a smart copilot that knows their history and supports them in real time, Samsara Coach ensures that coaching is consistent, effective, and scalable. Drivers become safer through continuous improvement, and managers are freed from administrative overload to focus on the high-impact coaching that drives real behavioral change. 

Only Samsara is built on the industry’s most comprehensive connected operations platform and powered by one of the largest datasets in physical operations. Learn more about our driver coaching tools, or contact us to see it in action.