UK fleet managers reluctant to embrace AI tech compared to European peers

Fleet managers across the UK are treading cautiously when it comes to adopting artificial intelligence (AI) technology, setting them apart from their European counterparts, a new survey reveals. According to the study by Geotab Inc., only 32% of UK fleet managers believe AI will streamline access to data and generate actionable insights, compared to significantly higher numbers on the continent. This hesitancy appears rooted in concerns about the potential complexity and challenges AI might introduce, rather than simplifying operations.

The survey, titled “Trusted Data Insights: What Are Your Vehicles Telling You?” and conducted by Geotab, highlights a divergence in attitudes towards AI across Europe. While 48% of UK fleet managers feel that AI would only add a layer of complexity to data analytics and fleet management, managers from France (64%), Italy (60%), and the Netherlands (59%) express more confidence in the technology’s potential to simplify their operations. This discrepancy in perception reflects a broader trend where the UK appears slower to adopt cutting-edge technologies compared to its European peers, potentially due to a more risk-averse corporate culture.

Geotab’s survey, involving 400 fleet managers across the UK, France, Germany, Ireland, Italy, the Netherlands, and Spain, indicates that European peers are significantly more optimistic about the potential for AI to enhance data access and improve operational efficiency. Spain (52%), Germany (51%), and Ireland (43%) also displayed greater trust in AI, suggesting a broad enthusiasm across the continent. The findings suggest that while fleet managers in many European countries are already strategizing how to incorporate AI to drive better outcomes, their UK counterparts are still evaluating the pros and cons with caution.

The full results of Geotab’s survey will be showcased at Mobility Connect 2024 in Milan on 22 October. Geotab, known for its pioneering role in connected transportation solutions, is keen to showcase the transformative capabilities of AI at the event. Mobility Connect 2024 is expected to be a key forum for discussing the future of mobility, with a focus on data-driven strategies, AI adoption, and sustainability. The event will bring together industry leaders and experts, providing insights into how AI can reshape fleet management, enhance safety, and improve operational efficiency across the mobility sector.

Geotab Ace: The Generative AI Assistant for Fleet Managers

As part of its commitment to leveraging AI for better fleet management, Geotab has launched Geotab Ace, a generative AI assistant that can interrogate vast amounts of fleet data to deliver insights within seconds. Already, over 100 companies worldwide, including several Geotab partners, have joined the evaluation programme for this new tool. This level of early adoption underscores the appetite among fleet managers for innovative solutions that can improve decision-making and operational effectiveness.

Geotab Ace has demonstrated the ability to process complex data queries, providing rapid answers to critical fleet questions. For example, it can calculate fleet carbon emissions over the past year by pulling data related to fuel type, emission factors, and vehicle usage—giving fleet managers the information they need to make data-driven decisions about efficiency and sustainability. Fleet managers can also utilize Geotab Ace to identify patterns in driver behavior, optimize routes for better fuel economy, and predict maintenance needs before problems arise. This predictive capability is particularly valuable in reducing vehicle downtime and extending fleet life, resulting in cost savings and improved service reliability.

Edward Kulperger, Senior Vice President of Geotab EMEA, commented on the role of AI in transforming fleet operations. He said that as data volumes grow, it’s essential for businesses to trust AI to generate actionable insights, enhancing their ability to tackle challenges related to safety, sustainability, and operational performance. Kulperger noted that companies leveraging AI tools like Geotab Ace are already seeing the benefits, particularly in terms of reduced operational complexity and faster decision-making. He added that the power of data could be elevated further with advanced AI and analytics tools, allowing fleet managers to make more informed decisions for optimal results. According to Kulperger, the evolving role of AI in fleet management represents a critical shift towards data-driven operations, which will be key to staying competitive in the increasingly complex transportation landscape.

Industry Cautious Yet Curious

The findings reveal that UK fleet managers are wary about embracing AI, with concerns about its complexity standing out. However, Geotab remains optimistic that the technology, especially with tools like Geotab Ace, will eventually prove its value in terms of cost efficiency and enhanced performance. The cautious stance of UK fleet managers could be attributed to the need for more concrete evidence of ROI and the fear of potential disruptions during the transition to AI-based systems. Despite these reservations, there is growing curiosity among UK fleet operators, particularly as they see their European counterparts gain efficiencies and performance improvements through AI integration.

Industry experts believe that as AI technology continues to mature, its adoption in the UK will accelerate. The current hesitancy is expected to fade as more success stories emerge from early adopters across Europe and globally. By demonstrating tangible benefits such as fuel savings, reduced emissions, and improved driver safety, AI could overcome the skepticism that currently hampers its widespread adoption in the UK market. Moreover, initiatives like the Geotab Ace pilot programme aim to provide fleet managers with hands-on experience of AI’s potential, reducing the perceived risk and complexity associated with the technology.

The survey was conducted by Dynata on behalf of Geotab between July and September 2024 and sampled more than 400 fleet managers across multiple European nations, including the UK, France, Germany, Ireland, Italy, Netherlands, and Spain. The survey’s scope and diversity make it a critical barometer for understanding the current mindset of fleet managers towards AI technology across Europe. The upcoming Mobility Connect 2024 event will provide further opportunities to delve into these insights, offering a platform for dialogue and collaboration aimed at unlocking the full potential of AI in the fleet management industry.