February 5, 2026 — Leads & Copy — Samsara Inc. (NYSE: IOT) has launched Samsara Coach, an AI-powered coaching experience providing personalized, real-time guidance to drivers.
The launch is highlighted in a Super Bowl LX commercial featuring NASCAR champion Jesse Love, who is introduced as the first avatar for Samsara Coach. The commercial draws parallels between elite motorsports and frontline operations, where performance relies on real-time feedback and situational awareness.
In the commercial, Love interacts with a digital coach, emphasizing that continuous guidance is beneficial even for top performers in high-pressure situations.
According to Meagen Eisenberg, Chief Marketing Officer at Samsara, the company built Samsara Coach to deliver timely guidance, helping to keep drivers safe in high-stakes environments.
Samsara Coach is designed to be a personalized safety coach for drivers. It analyzes real-time data to detect risk and help managers coach thousands of drivers simultaneously.
Key features of Samsara Coach include dynamic, two-way AI voice coaching, which initiates live voice check-ins during high-risk moments like drowsiness or speeding. It also offers context-aware, recognition-first feedback, using insights from over 40 AI detections to deliver weekly performance recaps.
Organizations can customize coaching avatars, choosing from pre-set options like Jesse Love or configuring avatars that resemble a manager.
Johan Land, SVP of Safety and AI at Samsara, said that Samsara Coach moves beyond flagging errors and communicates with the nuance of a human. Samsara’s Super Bowl commercial, “Even Champions Need a Coach,” will be shown in select markets during the game and will be available on Samsara’s YouTube channel.
Eligible U.S. residents can enter a contest to win a VIP race day experience for two at Talladega, including a meet-and-greet with Jesse Love.
Samsara’s Connected Operations Platform connects people, devices, and systems, providing actionable insights and improving operations for tens of thousands of customers across North America and Europe. Samsara serves industries including transportation, construction, wholesale and retail trade, field services, logistics, manufacturing, utilities and energy, government, healthcare and education, and food and beverage.
Samsara aims to increase the safety, efficiency, and sustainability of operations that power the global economy.
Samsara is a registered trademark of Samsara Inc.
Source: Samsara
