Opinion: Driver well-being, AI and customisation - pillars of fleet success in 2025

By Edward Kulperger, senior vice president at Geotab EMEA     

Technologies once considered futuristic now have the potential to reshape how we work. 

By embracing emerging technologies, fleet operators can improve efficiency, reduce costs, enhance safety, and gain a competitive edge. These are the top trends we believe will define the year ahead. 

Championing driver well-being

This is at the top of our list because people should always come first. Drivers are the lifeblood of the transportation industry, yet retaining talent has never been more challenging. 

Fleets, however, are realising the value of proactive investments in driver well-being. From in-cab technology that provides near-real-time feedback to training programmes that empower drivers with better skills, 2025 will see a focus on creating environments where drivers thrive. 

Recognising and rewarding good driving behaviour isn’t just about safety, it’s about engagement, retention, and building a culture of excellence.

The evolution of AI: beyond hype to real-world impact

Artificial intelligence (AI) is no longer a buzzword, it’s a business imperative. In 2025, we’ll see AI tackle customer-specific problems with more accuracy. 

These systems will analyse billions of data points to predict collision risks, identify safety-critical maintenance issues, and optimise routes. This is more than a technical leap; it’s a safety revolution. 

Drivers will benefit from predictive insights that not only prevent accidents but also make their journeys smoother and more efficient.

Leading AI companies are keen to get ‘reasoning’ models out to the public. They call these ‘AI agents’. Imagine a world where a driver has an AI agent in their vehicle - providing insight on the road ahead. Something with big potential for the fleet industry. 

Yet the growing role for AI in fleet operations also brings heightened responsibility.

Transparency, privacy, and ethical use of AI are no longer optional, they are fundamental to building trust. 

Companies that lead with these principles will set the standard for responsible innovation. At Geotab, we view trust as the foundation for economic progress and are committed to privacy-first and sustainable AI practices. 

The journey ahead is one of balance - leveraging technology’s potential while safeguarding individual and organisational interests.

Customisation: the new standard for telematics

Telematics has long been the backbone of fleet success, but 2025 will mark a turning point.

Fleets will demand more than off-the-shelf solutions; they will seek customised insights tailored to their unique challenges. 

This shift isn’t about adding complexity, it’s about precision. Open platforms, enhanced data quality, workflow solutions, and partnerships within the ecosystem will play a pivotal role in delivering actionable insights. 

From optimising fuel usage to identifying driver behaviour patterns, fleets will increasingly demand telematics platforms that can integrate multiple solutions, to stay competitive and gain efficiency.

Redefining sustainability through efficiency

For fleets, sustainability represents a corporate goal but also a practical challenge. In 2025, efficiency will take centre stage as the key to sustainable operations. Electrification will continue to gain momentum, but it’s only part of the solution. 

Smarter routing, idle-time reduction, and resource optimisation will deliver measurable benefits for fleets of all sizes. 

Sustainability, in this context, is about doing more with less, reducing costs and emissions simultaneously, which is just good business practice.

Smarter infrastructure fuelled by privacy-protected data

Data is the foundation of smarter infrastructure planning, but how it’s handled matters more than ever. Privacy-first principles will lead the way, ensuring that insights derived from aggregated data align with ethical practices. 

This is about more than compliance; it’s about trust. By safeguarding user data, we can unlock its full potential to design infrastructure that meets the needs of modern mobility. 

Strategic investments guided by these insights will enhance cities, roads, and communities in meaningful ways.

Europe: a model for emissions reduction

European fleets are setting a high bar for emissions reduction, driven by stringent mandates, rising fuel costs, and ambitious ESG goals. 

In 2025, we’ll see further advancements in route optimisation, hybrid solutions, and enhanced EV data systems. 

These innovations will help fleets not only comply with regulations but also improve battery health and vehicle residual values. 

Europe’s progress offers a blueprint for fleets worldwide to accelerate their sustainability journeys.

The age of disruption is here, and with it comes an opportunity to reshape transportation for the better. The trends outlined above aren’t mere predictions, they’re a call to action.