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More than 100 fleet operators, transport managers, and industry stakeholders gathered in London for a Samsara User Group summer event, where sessions focused on driver buy-in, the protection of HGV or PSV Operator licence (O licence), and the role of AI in building safer, more efficient operations. Alongside product announcements and customer success stories, the day also featured expert insights on regulatory compliance, in-cab coaching, and how real-time data is driving cultural change across the logistics sector.

One of the most popular sessions focused on how to gain driver buy-in for technology such as AI dash cams. Attendees heard about the importance of early engagement, clear messaging, and peer-led coaching to help overcome any concerns drivers may have. 

“Driver buy-in is key to the success of any safety programme,” said Ramon Wiersema, Head of Customer Success at Samsara. “You’re going to see a much more successful rollout if the communication is open, clear, and consistent from the outset.” 

The session highlighted the importance of clear communication to tackle common concerns while stressing the importance of introducing clear usage policies.

“Once drivers understand what the cameras are for – and that the system is there to protect them, not monitor them – then the rollout becomes much more straightforward,” said Leigh Sparks, Transport Manager at CLEAN Linen & Workwear. 

Protecting your O licence

Another panel discussion that attracted much attention was led by transport lawyer Rebecca Dart from DAC Beachcroft. She spoke about the critical importance of safeguarding an operator’s O licence, warning that even seemingly minor infractions can lead to major regulatory consequences. 

She revealed that there had been more than 840 public enquiries in the last year alone and that there was a growing trend among Traffic Commissioners to hold company directors personally accountable for infringements. 

Rebecca emphasised the critical role of technology and data in helping operators protect their O licence and demonstrate compliance, describing telematics, dash cams, and driver behaviour monitoring tools as “excellent” resources. 

Elsewhere, former soldier, Darren Wright, introduced people to Veterans into Logistics, a charity he set up in 2020 that provides free training and mentoring for those leaving the Armed Forces. In just a few short years, the organisation has helped more than 1,000 veterans gain their HGV licences. Not only is the charity doing valuable work with veterans, it’s also helping to narrow the skills gap in an industry crying out for new drivers. 

AI updates point to a safer and more productive future

Earlier in the day, Samsara’s Principal Product Manager for Strategic Markets, Tom Hughes, discussed some of the announcements made at our recent Samsara Beyond conference in San Diego.

When it comes to driver safety, he explained how Samsara’s new AI Risk Model scores every event automatically by looking at frequency, context, driver history, and safety score. As a result, only high-risk incidents reach managers, with the rest going straight to drivers for self-review via the Driver App, which now includes daily recaps and instant micro-training.

For maintenance and compliance, Tom previewed upgrades to the Driver Walkaround Workflow, which uses AI to confirm presence, verify photos, and transcribe spoken defects. While in the new Maintenance Workspace, teams can bundle repairs, track credentials, and auto-reconcile invoices all in one place.

He also unveiled enhancements to routing, with AI Route Planning that balances constraints like weight, time windows, and special equipment. Drivers then receive truck‑legal, hazmat‑aware directions through Samsara Navigation, built directly into the core app.

Driving success via digital operations

The final session of the day brought together two Connected Operations Award winners – Andrew Sharp from Delifresh and Peter Cox from CLEAN Linen & Workwear – who discussed how Samsara’s technology is helping organisations build safer, smarter operations through real-time data, driver engagement, and cultural change.

Both speakers shared how their businesses have evolved from using Samsara as a telematics platform to fully embracing its capabilities across coaching, training, and incident management. 

They also discussed the role of mission-led messaging in securing driver buy-in, the practical impact of in-cab coaching tools, and how frontline teams are now using Samsara’s data not just to improve compliance, but to drive shared accountability and continuous improvement.

“Our drivers now describe Samsara as like having a co-pilot in the vehicle,” said Andrew. 

“Even though they may be out there on the road working alone, they never feel alone.” 

Peter added: “Our focus is on getting everyone home safe every day. It’s a mantra that’s fully backed by our senior leadership.”

For me, the real strength of the day lay not just in the technology on show, but in the way customers are using it to drive meaningful cultural change within their organisations. I’d also like to say a special “thank you” to Sam Heffernan, Transport & Logistics Manager at Lanes, who hosted the day and played a key role in bringing the Samsara community together.

Date for the Diary: Go Beyond – Samsara’s flagship one-day conference attracting customers from across the UK and Europe – is to be held at Tobacco Dock in London on 12 November. The event will feature keynotes from Samsara and industry leaders, over 20 customer speakers, expanded breakout sessions, and hands-on technology demos.