Mindful of highway safety trends and the costs of collisions involving commercial trucks, Captive Resources invited Jim Higby, safety and compliance strategy lead for Motive, to present potential solutions in a recent Risk Control Webinar. Read on for a summary of Higby’s overview of artificial intelligence (AI)-enabled dashboard camera (dashcam) systems and effective driving safety programs.
Higby noted that 44,450 people died in traffic crashes in 2023, a 13.6% increase from 2019, according to the National Safety Council (NSC). He added that the Federal Motor Carrier Safety Administration (FMCSA) estimates the average cost of a fatal collision involving a large commercial vehicle to be $3.6 million.
Noting FMCSA’s estimate that 87% of collisions are due to driver error and are therefore preventable, he contended that AI can be part of the solution.
A typical AI dashcam system has a dashcam with road- and driver-facing capability and multiple computer modules that collect and process visual and motion data and generate event-based alerts. When the system detects an unsafe driving practice, such as close following, the driver receives a visual and audible alert, and an event video is created for the safety manager.
Higby said a client that implemented an AI dashcam system and driver coaching saw a 75% reduction in accidents. Adoption does not typically increase driver attrition, according to a Motive study.
Higby provided an overview of technologies that support self-coaching, which can dramatically improve driving safety:
An AI dashcam system should allow safety managers to set up real-time alerts of certain unsafe driving events they deem correctable with self-coaching and don’t necessarily warrant managerial intervention.
Also, the system should be able to record videos of unsafe driving events so that safety managers can use recordings to correct driving behavior with coaching when appropriate.
These cameras can significantly improve driving safety. Dashcam systems that capture side-view camera video can exonerate drivers in common and costly sideswipe events.
Higby added that mobile software applications can inspire self-coaching through gamification of safe driving and friendly peer competition. Safe driving tips and targeted virtual coaching videos are valuable app features.
Higby noted several elements of a driving program that is based on accountability and gives drivers both positive and negative feedback:
A turnkey training session video that exonerates drivers and exemplifies defensive driving practices is a good application of positive accountability.
Scores should incorporate both positive and negative driving behavior criteria. Scoring factors should be visible to drivers so they know which behaviors to adjust. Also, score weighting criteria should be customizable.
These should provide snapshots of drivers’ scores and any unsafe driving behaviors over time. Long-term trend data should indicate the impact of coaching on drivers’ behavior.
Good examples of recognition include celebrating safe driving trips in a company newsletter and thanking drivers for operating their trucks safely with a phone call. A rewards program should set a minimum score to qualify. Higby recommended that companies create rewards based on performance ranges.
According to Higby, effective evaluation of technology partners is essential in implementing the right system. Partners should make customer testimonials available and support their technology with expertise including:
Also, conducting comparative equipment tests with managers and drivers to confirm any claims of accuracy by potential partners is essential to the evaluation process, Higby said. He recommended testing to detect any system visibility gaps in a controlled environment, varying conditions such as daylight, weather, and common road types.
Higby said that data can overwhelm managers if a company implements an AI-enabled in-cab driver safety system too quickly. He recommended a three-stage implementation approach:
Have dashcams installed and tell drivers that they are being used and that their use can help them drive more safely. In-cab alerts are an option but not essential at this stage.
Begin coaching sessions and roll out a mobile driving app to facilitate self-coaching. Then introduce safety scores to help managers determine training needs.
If in-cab alerts have not yet been activated, turn them on and customize them. Immediately address any behaviors adversely impacting scores. Consider introducing an incentive program. Recognize drivers when they drive safely.
This presentation was part of Captive Resources’ Risk Control Webinar Series — regular installments of webinars to educate the group captive members we work with on topics like workplace safety, organizational leadership, and company performance. The thoughts and opinions expressed in these webinars are those of the presenters and do not necessarily reflect Captive Resources’ positions on any of the above topics.
