Samsara Launches New AI Coach in Super Bowl Commercial, Names NASCAR Champion Jesse Love as Its First Avatar

Key Terms

ai-powered coaching technical

AI-powered coaching uses computer algorithms to provide personalized training, feedback and guidance to employees, customers or patients—like a smart digital coach that studies your actions and adapts its advice over time. For investors it matters because it can lower training costs, scale expertise quickly, improve measurable outcomes, and create recurring revenue, while also carrying considerations around data privacy, accuracy and regulatory oversight.

ai voice agents technical

AI voice agents are software systems that listen to spoken language, interpret intent, and respond or act using artificial intelligence — like an automated customer-service representative that can hold a conversation, answer questions, or carry out tasks. Investors care because these agents can cut labor costs, create new revenue streams through services and subscriptions, and change how companies interact with customers, while also bringing data, privacy and regulatory risks that can affect profits and valuations.

dash cam technical

A dash cam is a compact video camera mounted on a vehicle’s dashboard or windshield that continuously records driving footage, like a security camera for a car. Investors care because dash cams can reduce accident liability, lower insurance costs, enable new data services (route, behavior, and location analytics), and open recurring revenue opportunities from hardware, cloud storage, and safety-focused software — all of which can affect a transport or tech company’s growth and risk profile.

ai detections technical

AI detections are instances when an artificial intelligence system flags or identifies something of interest—such as suspicious transactions, anomalies in data, potential safety signals in clinical results, or content generated by machines. Think of it as a high-speed, automated smoke alarm that spots patterns people might miss; investors watch these alerts because they can signal fraud, regulatory issues, product value, or changes in risk that could affect a company's finances and stock price.

avatar technical

A digital avatar is a virtual representation of a person, brand, or character used in online platforms, apps, games, or customer interfaces; think of it as a company’s digital spokesperson or profile picture that interacts with users. Investors care because avatars can drive user engagement, shape brand perception, and enable new revenue streams (subscriptions, virtual goods, advertising), while also raising questions about data privacy and platform regulation that can affect costs and legal risk.

New AI-powered coach uses real-time voice agents and avatars to boost driver safety

SAN FRANCISCO--(BUSINESS WIRE)-- Samsara Inc. (NYSE: IOT), the pioneer of the Connected Operations® Platform, today unveiled Samsara Coach, a new AI-powered coaching experience designed to deliver personalized, real-time guidance to drivers. The launch is featured in a Super Bowl LX commercial starring NASCAR champion Jesse Love, who debuts as the first avatar for Samsara Coach.

Samsara Coach with Jesse Love Avatar

Samsara’s Super Bowl Commercial Introduces New Model of Data-Driven, Real-Time Coaching

The commercial draws a parallel between elite motorsports and frontline operations—environments 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.”

Introducing Samsara Coach

Samsara Coach is a personalized safety coach for drivers. It understands the context of each situation and provides balanced feedback to encourage safe driving. While a human coach can’t help drivers at all hours on the road, Samsara’s AI can. Built on Samsara’s agentic AI foundation, Samsara Coach analyzes real-time data to detect risk and help managers coach thousands of drivers simultaneously.

Key Features and Benefits of Samsara Coach:

• 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 dash cam 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."

Super Bowl Commercial and VIP Fan Experience Contest

Samsara’s Super Bowl commercial, “Even Champions Need a Coach,” will air in select markets across the nation during the game, with the full spot available on Samsara’s YouTube channel.

Watch and Win: Eligible U.S. residents can also enter for the chance to win a VIP race day experience for two at Talladega, including exclusive access and a personal meet-and-greet with Jesse Love.^*

Learn more about Samsara Coach.

About Samsara

Samsara (NYSE: IOT) is the pioneer of the Connected Operations® Platform, which is an open platform that connects the people, devices, and systems of some of the world’s most complex operations, allowing them to develop actionable insights and improve their operations. With tens of thousands of customers across North America and Europe, Samsara is a proud technology partner to the people who keep our global economy running, including the world’s leading organizations across industries in transportation, construction, wholesale and retail trade, field services, logistics, manufacturing, utilities and energy, government, healthcare and education, food and beverage, and others. The company's mission is to increase the safety, efficiency, and sustainability of the operations that power the global economy.

Samsara is a registered trademark of Samsara Inc. All other brand names, product names, or trademarks belong to their respective holders.

^*Terms and Conditions apply; visit the contest page for details.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260205535950/en/

Nikki Ziolo

media@samsara.com

Source: Samsara