Geotab Survey: 91% of Professional UK Drivers are Ready to Embrace In-Cab AI Coaching

London, UK – October 22, 2025 – A new UK survey from Geotab, a global leader in connected vehicle
and asset solutions, reveals that professional drivers have a clear vision for the future of in-cab
technology, with 91% stating they would be more comfortable with instant audio coaching. This
coaching would be based on an immediate, AI-powered analysis of in-cab video, instead of
inward-facing video being stored for later review.

The study revealed that while nearly 9 out of 10 (87%) of UK employees are concerned about the use
of in-cab cameras, 97% would be willing to overlook those concerns if footage could prove they were
not at fault after a collision. The conflict suggests that drivers are not rejecting the technology, but are
instead asking for clarity, fairness and practical value from the systems designed to support them.
The UK survey is part of a wider study conducted by Geotab of over 3,500 professional drivers across
seven European countries, uncovering a fundamental “Privacy vs. Protection” dilemma at the heart of
driver attitudes.

The study also revealed an "education gap" that UK fleet managers must address. Driver concerns are
widespread and varied, with no single issue forming a majority. Worries about footage being used out
of context (34%), being used against them for disciplinary action (34%) and data security (32%), are all
significant. This illustrates the varied barriers to the adoption of video cameras, suggesting further
education and information is required regarding their use.

“The narrative that drivers in the UK are against technology is outdated” said Edward Kulperger, Senior
Vice President, EMEA at Geotab. “When drivers understand the value of the coaching and that it’s
designed to protect and develop them, rather than penalise them, acceptance rises dramatically. The
industry has an opportunity to improve education on how these systems enhance driver safety and
security, which will build a culture of trust and lead to safer roads for everyone.”

The UK transport sector continues to battle against driver shortages and operational pressures, with
fleets turning to supportive technology, such as AI-powered coaching to enhance performance,
confidence and safety. The latest data from Geotab’s research underscores that UK drivers are not
only open to this approach, but they are encouraging it. Across Europe, the UK also had the highest
overall percentage of drivers (35%) who believed that dashcam footage for coaching is a valuable tool
for both professional development and safety.

The survey confirms earlier findings from Geotab's driver research noting nearly 70% of drivers in
Europe support adopting technology to enhance their performance. This new data notes that a
combined 67% are positive about using footage for coaching, provided it is constructive and
collaborative, with less than 1% of respondents stating they see no benefit at all in having a dashcam.
When asked about the biggest benefits, drivers cited improving their own standards through coaching,
increased security, and proving they were not at fault in a collision, further underlining their dual
interest in both professional development and personal protection.