Samsara is taking its driver safety message to the biggest stage in sports. Samsara Coach is a new, AI-powered driver coaching experience designed to deliver personalized, real-time guidance behind the wheel.

The launch was introduced through a Super Bowl LX commercial featuring Nascar champion Jesse Love.

Love will be the first avatar for the platform.

The company says the new tool is aimed at helping fleets move beyond after-the-fact safety reviews toward more immediate, contextual coaching that can reach drivers in the moment.

Big Game Spotlight on Real-Time Coaching

Samsara’s commercial draws a comparison between elite motorsports and frontline trucking and fleet operations: Environments where performance depends on constant situational awareness and rapid decision-making.

In the ad, Love interacts with a digital coach, reinforcing Samsara’s pitch that even top performers rely on ongoing feedback rather than hindsight.

“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, Samsara’s chief marketing officer. “That’s exactly the reality our customers operate in.” Eisenberg said Samsara Coach is designed to deliver guidance that is timely and contextual, with the goal of keeping drivers safe in high-stakes environments.

Scaling Driver Safety Support With AI

Samsara Coach is positioned as a personalized safety coach that uses real-time operational data to provide balanced feedback and reinforcement for drivers.

The company noted that while human safety managers can’t be available to coach drivers at all hours, AI-based tools can help extend coaching across large fleets -- especially those managing thousands of vehicles.

Built on Samsara’s agentic AI foundation, the platform analyzes live data streams to detect risk and help fleet managers coach more drivers simultaneously.

One of the platform’s key features is dynamic, two-way AI voice coaching delivered through the in-cab dash camera. In situations such as speeding or signs of drowsiness, Samsara Coach can initiate a live voice check-in to confirm driver responsiveness and potentially prevent accidents.

The company framed the feature as a way to provide immediate intervention during high-risk moments rather than waiting for a post-trip review.

Customizable Coaching Avatars

Samsara said its coaching approach is designed to support drivers rather than make them feel surveilled.

The AI avatar draws on more than 40 AI detections to generate weekly performance recaps that prioritize positive reinforcement and recognition-first feedback.

That approach is intended to encourage safer driving behaviors while improving driver acceptance of coaching tools.

Samsara Coach also introduces customizable coaching avatars, allowing fleets to choose from preset digital coaches -- including Love -- or configure avatars that mirror a manager’s likeness.

The company said the goal is to make coaching more engaging and relatable for drivers.

“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, Samsara’s senior vice president of safety and AI. Land said the technology moves beyond simply flagging errors by understanding the context of a trip and communicating “with the nuance of a human.” “This is how we transform safety at scale.”

Samsara’s said its Super Bowl ad signals a broader push to bring AI-driven safety technology into the mainstream conversation -- and to position real-time driver coaching as the next evolution in fleet risk management.