Motive Brings AI Coach to the UK: Organisations Can Deliver Personalised Driver Coaching Automatically with Custom Avatars

LONDON--(BUSINESS WIRE)--Jun 10, 2026--

Motive, the AI platform for physical operations, today announced AI Coach, an AI-powered avatar designed to automatically deliver personalised, high-quality feedback to UK drivers at scale using AI-generated coaching videos. Managers can choose from preset avatars or custom avatars that replicate their face and voice using AI to bring a familiar presence to every coaching video.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260610259566/en/

Driver coaching is critical but hard to scale. This is especially the case in the UK, where rising insurance costs, Driver and Vehicle Standards Agency scrutiny and ongoing Driver Certificate of Professional Competence requirements add pressure. Safety managers often oversee hundreds or thousands of drivers, and yet some managers spend less than one-third of their time on actual people management, including coaching sessions. Even when coaching does occur, consistency and accuracy are difficult to maintain, and without timely, personalised feedback, unsafe behaviour repeats.

‘Gaps in driver coaching put organisations at risk of preventable incidents,’ said Nyanya Joof, Regional VP of UK Markets at Motive. ‘But driver coaching only works if it is accurate and trusted by drivers. AI Coach uses high-precision AI to automatically send personalised coaching videos, which can greatly reduce manager workload while improving safety and driver engagement.’

‘Previously, we spent several hours reviewing incidents and doing one-on-one coaching long after the fact,’ said Adam Fox, Operations Manager at Beeline. ‘With Motive’s AI Coach, automatic personalised coaching comes from a familiar face and helps us provide feedback at a scale we didn’t think was possible. Always reliable and accurate, AI Coach helps us keep our drivers safe and reduce our incident rate.’

First-of-its-Kind Custom AI Avatars Can Dramatically Cut Coaching Feedback Time

AI Coach delivers automatic, personalised AI-generated coaching videos each week through the Motive Dashboard and Driver App. Coaching videos deliver positive reinforcement to recognise where the driver did well, as well as actionable feedback to support continuous improvement in driver safety and performance.

With AI Coach, UK customers can:

AI Coach is designed to automatically select the safety events that are the most severe and have the highest impact on a driver’s score to give drivers context on what they can do to improve and why it matters. It's embedded within Motive Workforce Management, the company’s centralised AI-powered platform that digitises and automates critical workforce processes. Workforce Management unites managers, people, documents and timesheets in one place, eliminating silos and providing a complete workforce view. With Workforce Management, teams can reduce manual tasks, integrate training, uncover risks faster, streamline compliance and manage driver qualifications. It will soon provide coaching on fuel, spend and more.

To learn more, visit Motive Driver Safety and read the AI Coach blog post.

About Motive

Motive empowers the people who run physical operations with tools to make their work safer, more productive and more profitable. For the first time, safety, operations and finance teams can manage their workers, vehicles, equipment and fleet-related spend in a single system. Motive serves nearly 100,000 customers from small businesses to Fortune 500 enterprises, such as Halliburton, KONE, Komatsu, NBC Universal and Maersk, across a wide range of industries including transportation and logistics, construction, energy, field service, manufacturing, agriculture, food and beverage, retail, waste services and the public sector.

Visit gomotive.com to learn more.

AI Coach delivers automatic, personalised AI-generated coaching videos each week through the Motive Dashboard and Driver App.

ROME (AP) — Tens of thousands of people marched through the streets of the Italian capital in anti- and pro- migration demonstrations Saturday, after a far-right citizens’ initiative seeking sweeping measures against migrants garnered enough support to be brought to Parliament.

A petition by the initiative, named “Remigration and Reconquest,” gathered the 50,000 signatures needed to trigger parliamentary discussion, pushing the once-fringe concept of “remigration” into the political mainstream. No date has been scheduled yet for a vote.

The proposal, promoted by right-wing groups, calls for sweeping measures targeting foreigners, including coercive returns, incentives to leave Italy and broader policies critics say could extend to legal residents.

Several thousand demonstrators from around Italy gathered for the anti-migration march, singing the national anthem. On several occasions, many of them raised their arms in the fascist salute, shouting “Duce! Duce!," a reference to Italian dictator Benito Mussolini, who ruled Italy from 1922 to 1943.

A rival, pro-migration demonstration saw tens of thousands of people take to the streets in another part of Rome Saturday evening. That march was attended by various left-wing groups and trade unions, with some demonstrators waving Palestinian flags.

Thousands of police were deployed to ensure the two rival groups would remain apart. No violence was reported.

The debate on migration represents a delicate balancing act for Premier Giorgia Meloni’s right-wing coalition. While the anti-migration League has backed opening discussion, Meloni’s Brothers of Italy and centrist allies have been more cautious about endorsing a proposal linked to extremist circles, amid concerns over legal risks and internal divisions.

Critics, including opposition parties and legal experts, argue the proposal would violate constitutional and international anti-discrimination principles by targeting people based on ethnic background, including naturalized citizens and their descendants.

The controversy comes even as Meloni’s government pursues a parallel policy of expanding legal migration, having approved a multiyear plan to admit hundreds of thousands of non-EU workers to address labor shortages in key economic sectors.

The demonstrations in Rome a day after a new set of European Union rules came into effect governing how each of the bloc's 27 member states will deal with irregular migration and asylum seekers.

The European Migration and Asylum Pact is the culmination of years of grueling negotiations that overhauled the previous system, which was widely considered a failure and gave far-right parties a potent issue to win votes.

Demonstrators shout slogans as they gather during a protest organized by right-wing groups, calling for the repatriation of migrants, in Rome, Saturday, June 13, 2026. (AP Photo/Gregorio Borgia)

Demonstrators shout slogans as they gather during a protest organized by right-wing groups, calling for the repatriation of migrants, in Rome, Saturday, June 13, 2026. (AP Photo/Gregorio Borgia)

Demonstrators light flares during a march in Rome, Saturday, June 13, 2026, to protest Italy's security and migration package, including a migrant "repatriation bonus" scheme criticized by opposition parties and legal groups as unconstitutional and ethically problematic. (AP Photo/Gregorio Borgia)

People hold a banner in Italian reading "Skin and sweat have the same color, no deportation' during a march in Rome, Saturday, June 13, 2026, to protest Italy's security and migration package, including a migrant "repatriation bonus" scheme criticized by opposition parties and legal groups as unconstitutional and ethically problematic. (AP Photo/Gregorio Borgia)