Trucking telematics provider Samsara last week unveiled Samsara Coach, a new AI-powered coaching tool designed to deliver personalized, real-time guidance to truck drivers.
The launch was featured in a Super Bowl LX commercial starring 2025 NASCAR Xfinity Series champion Jesse Love, who debuts as the first avatar for Samsara Coach.
Samsara said its new tool understands the context of each situation and provides balanced feedback to encourage safe driving.Samsara
Samsara Coach is a personalized safety coach for drivers. Built on Samsara’s AI foundation, Samsara Coach analyzes real-time data to detect risk and help managers coach thousands of drivers simultaneously.
The Samsara Coach features:
- Dynamic, two-way AI voice coaching: In high-risk moments such as drowsiness or speeding, Samsara Coach initiates a live, two-way voice check-in through the dashcam to verify responsiveness and prevent accidents.
- Context-aware, recognition-first feedback: The AI avatar leverages insights from 40+ AI detections to deliver weekly performance recaps that prioritize positive reinforcement, ensuring drivers feel supported rather than monitored.
- Customizable coaching avatars: Organizations can select from pre-set avatars, including Jesse Love, or configure avatars that replicate a manager’s likeness to deliver engaging coaching.
"Every professional athlete has a coach to help them reach peak performance; now with AI, we can finally offer that same advantage to drivers,” said Johan Land, SVP of Safety and AI at Samsara. “Samsara Coach moves us beyond flagging errors. Our multimodal coach understands the context of a driver’s trip and communicates with the nuance of a human. This is how we transform safety at scale."
The Super Bowl commercial drew a parallel between motorsports and frontline operations -- where performance depends on real-time feedback, situational awareness, and preparation rather than hindsight. In the spot, Love interacts with a digital coach, reinforcing the idea that even top performers rely on continuous guidance in high-pressure moments.
“Jesse represents an environment where feedback is constant, decisions are made in real time, and performance is built through preparation rather than hindsight,” said Meagen Eisenberg, Chief Marketing Officer at Samsara. “That’s exactly the reality our customers operate in. We built Samsara Coach to deliver guidance that is timely, contextual, and helps keep drivers safe in high-stakes environments.”
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