The technological transformation of road transport is no longer just about knowing the location of a truck, but about understanding what happens during its journey and having information that allows action before a risk becomes an emergency.
In a sector where road insecurity , accidents, and operational demands represent constant challenges, artificial intelligence (AI) is beginning to change the way companies manage their fleets.
From this perspective, Motive , which creates an AI platform for physical operations teams, is committed to integrating artificial intelligence , automation, and real-time visibility to strengthen operator safety, anticipate and prevent incidents, and improve the efficiency and profitability of transport companies.
In that sense, Mexican logistics companies are more prepared than they think to incorporate these technologies, although he acknowledged that there are still barriers that hinder their adoption, Luis Parra, Regional Sales Manager of Motive, told T21 in an interview.
“Many companies already have integrated technologies or are in the process of acquiring them, so they are much better prepared than they think to incorporate artificial intelligence,” he explained.
However, one of the main obstacles is not necessarily related to the availability of technological tools, but to resistance to change, lack of awareness of its benefits, and the difficulty of modifying operating models that have worked for years.
This situation can occur particularly among carriers who started as man-truck drivers and who, over time, managed to consolidate larger fleets, but who continue to focus on solving the immediate needs of the operation.
For Parra, the first step is to recognize that there are opportunities for improvement and to make the decision to transform the processes.
“The first internal challenge is the change of mindset, accepting that there is something that has to be done and deciding to take action on it,” he said.
However, the responsibility does not fall solely on the carriers. The executive believes that technology providers must also understand the specific characteristics of the Mexican market and adapt their solutions to the problems the industry faces.
This involves developing tools that respond to local needs and supporting their implementation with information, education, and close customer service.
Visibility to anticipate risks
One of the main differentiators that Motive seeks to offer to the road transport industry is the possibility of transforming data generated in real time during journeys into timely decisions.
According to Parra, having real-time data is especially relevant for asset security , where the response capacity can determine the outcome of an incident.
When a company has data that allows it to identify dangerous routes, it can anticipate risks by planning alternative routes, thus reducing the exposure of both operators and goods.
Motive makes this possible through geofence alerts, which allow teams to establish a digital perimeter around high-risk areas.
The moment the vehicle enters one of these areas, managers receive an immediate alert and can redirect the operator or activate live monitoring before an incident occurs.
The same logic applies when an extraordinary situation occurs during a vehicle’s route. Knowing the vehicle’s location, who is driving it, what merchandise it is transporting, and which client it belongs to provides more information for activating security protocols .
Motive’s unauthorized driver detection adds an extra layer of protection: if someone other than the authorized operator gets behind the wheel, the artificial intelligence detects it instantly and sends managers an image of the unauthorized person and their real-time location via WhatsApp , SMS or email , allowing them to contact the authorities immediately.
He even explained that visibility into what is happening in the cabin can help identify abnormal situations, such as the presence of a person unrelated to the operation.
In these scenarios, the value of technology lies not only in generating an alert, but in reducing the time needed to make decisions and execute the corresponding procedures.
“The key thing here is the time to be able to make that decision, to carry out or implement that protocol,” he emphasized.
Thus, real-time visibility becomes a tool to strengthen prevention and the ability of companies to react to the risks faced by land transport in Mexico.
Beyond GPS: Artificial intelligence inside and outside the cabin
The evolution of monitoring systems is also changing the scope of fleet management. While traditional global positioning system (GPS) solutions allow the identification of a vehicle’s location on a map, new technological tools aim to provide information about the conditions under which each journey takes place.
In this regard, Motive features AI Dashcam Plus , an internally developed camera to provide visibility of both the vehicle’s surroundings and what is happening inside the cabin.
Thanks to Motive developing its own hardware , software , and artificial intelligence in an integrated way , the company can train its AI Dashcam models for vehicles for Mexican road conditions, thus achieving a high level of detection accuracy.
Its application is especially relevant in the face of one of the risks to road safety: distractions caused by the use of cell phones while driving.
The executive warned about this problem and highlighted the importance of having communication mechanisms that allow guiding the operator without forcing them to use their mobile device.
For example, in the event of a road blockade, those in charge of the operation can communicate directly with the operator to warn them about the situation and establish an alternate route.
Similarly, when signs of fatigue are identified, Motive’s AI monitors multiple indicators, including yawning, rubbing the eyes, lane departures, and microsleeps, to detect progressive tiredness before it causes a collision.
When the risk is high, the system alerts the operator inside the cab and automatically activates two-way hands-free communication with the safety equipment.
With this, the technology seeks to strengthen coordination between control centers and those behind the wheel , particularly in situations where a delayed decision could compromise safety.
Security that pays for itself
Beyond protecting operators and goods, the incorporation of artificial intelligence can also generate economic benefits for transport companies.
Parra stated that, through the comprehensive implementation of Motive’s AI Dashcam , fleets can achieve reductions of up to 80% in incidents, according to the results reported by the company.
Motive’s AI detects more than 20 safety events with up to 99% accuracy, validated by an Event Validation Engine that eliminates false positives to prevent drivers from being penalized for situations that did not occur.
It is estimated that AI Dashcam has helped prevent more than 170,000 accidents since January 2023.
The executive emphasized that the benefits of prevention go beyond reducing the immediate costs associated with an incident.
Safer operations can also help extend the lifespan of vehicles , improve return on investment, and protect companies’ reputations.
This last aspect becomes relevant when an accident involves units identified with a company’s image, as the consequences can go beyond material damage and affect the perception of its customers and the public.
From this perspective, safety and profitability should not be understood as separate objectives, but as elements that can be strengthened through better management of information and operational risks.
Proximity to the Mexican market
Although artificial intelligence is expanding the possibilities of the logistics industry , Parra considered that its true potential depends on technological tools responding to the specific conditions of each market.
In Mexico, where carriers face particular challenges in safety, efficiency and operational continuity, adapting solutions represents an important component of Motive’s strategy.
The company’s local team has grown from 17 to more than 120 people, under the direction of Omar Camacho as general manager, with direct sales and after-sales support managed locally.
The executive highlighted that the company maintains continuous investment in the development of artificial intelligence and in the evolution of its tools, with the aim of meeting the needs of the countries where it operates.
He also pointed out that closeness to customers is another element that seeks to differentiate Motive , since companies not only require technology, but also support and communication with those who provide these solutions.
For Parra, understanding local needs means recognizing that carriers seek efficiency, safety, and performance, but also having a supplier that understands the challenges of their operation and can provide them with direct support.
When asked to define Motive’s proposal in one word, Parra emphasized visibility , not only from a technological perspective, but also from the ability to offer solutions tailored to the needs of the Mexican market and maintain a close relationship with carriers.
While acknowledging that there are different technological alternatives on the market, he maintained that investment in artificial intelligence, continuous development, and adapting solutions to Mexico’s needs are among the attributes with which Motive seeks to differentiate itself.
In this context, the transformation of the trucking industry depends not only on incorporating more technology, but also on leveraging it to make better decisions. The ability to anticipate risks, improve communication with drivers, reduce incidents, and optimize resources is expanding the role of artificial intelligence within transportation companies.
With this vision, Motive seeks to contribute to a new stage in fleet management , in which real-time visibility ceases to be merely a monitoring tool and becomes a resource for building safer, more efficient and profitable operations.
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