The US trucking industry operates in one of the most litigious business environments in the world, where even minor incidents can escalate into costly legal battles. For Jeff McKinney, Vice President of Safety at Jetco (part of the GTI Group), this reality shapes every decision his organization makes.
With decades of experience in transportation and safety leadership, he has witnessed firsthand the pressures operators face. In this article, Jeff shares his perspective on the industry and how telematics, integrated data and emerging technologies are transforming compliance, strengthening safety and helping logistics companies navigate risk more effectively.
The challenges facing US logistics operators
Few industries operate under as much legal scrutiny as US trucking, where aggressive law firms actively seek opportunities to hold carriers to account. At the same time, shifting tariffs and political uncertainty are reshaping freight flows and increasing business pressures, adding to the compliance challenges for trucking operators already working under intense scrutiny.
“Right now, with the political landscape, the biggest challenge I’m seeing is the tariffs and the political games being played. It disrupts the trucking industry,” Jeff explains.
Combined with these pressures, a culture of urgency can emerge where safety takes a back seat to speed. This is where driver behavior monitoring becomes critical: helping companies detect risky patterns before they lead to incidents.
Jeff has seen the risks firsthand.
“Some drivers who run out of time might be tempted to log out of their electronic logs to keep moving,” Jeff says. “If something happens while they’re driving, it opens the door for litigation and puts the company at serious risk.”
But safety isn’t just about avoiding trucking litigation; it’s also about protecting lives.
“Beyond that risk, safe driving behaviors benefit everyone on the road. It’s just the right thing to do.”
Legal scrutiny, political uncertainty and a culture of urgency are all putting pressure on the transportation industry
An industry game changer: telematics
For Jeff, the role of telematics in logistics wasn’t always obvious.
“When the first telematics devices started coming out, my first thought was, don’t tell me how I’m doing; I know how I’m doing. And then I started seeing the numbers and how they correlate with driver behavior,” says Jeff.
That shift from scepticism to recognition of value is still taking time in the industry, particularly among more experienced drivers who may be wary of technology. Younger professionals, by contrast, are often quick to embrace data-driven tools.
Today, platforms such as Geotab, Lytx, Issac Instruments and Solera provide measurable insights into driver behavior, compliance and incident prevention. They not only identify risks but also allow for targeted coaching and proactive safety management.
Still, Jeff emphasizes that success depends on framing.
“I tell the team that this tech isn’t there to watch them, but to provide insights into how they can be a safer and better professional.” For him, telematics is less about surveillance and more about professional development.
At Jetco, coaching is rooted in respect and collaboration.
“Every session is designed to support growth rather than feel punitive,” says Jeff. “We use a structured ‘sandwich’ approach: beginning with recognition of what the professional is doing well, supported by telematics insights, then moving into a constructive dialogue about areas for improvement. This dialogue is always two-way, ensuring the driver’s perspective is heard and valued. The session concludes with encouragement and positive reinforcement, so each professional leaves motivated and confident in their ability to improve.”
The power of integrated data in driver behavior monitoring systems
One of the biggest challenges in modern logistics is not a lack of data, but the difficulty of making sense of it.
Telematics systems, engine diagnostics cameras and inspection records all generate valuable information, yet when viewed in isolation, they rarely tell the full story.
As Jeff explains: “Let’s say I’ve got four pieces of paper sitting in front of me with data on electronic logs, drive cam behavior, engine abuse and inspections. I’m trying to put all that together, and it can be challenging to get a big picture.”
Unified platforms such as Perspio™ bridge those gaps by consolidating multiple streams into a single, coherent view. Solutions that support IoT device monitoring can play a crucial role here, helping operators track and connect every element of their logistics ecosystem.
“When the data is unified, it tells a single story, giving me one clear picture of a driver’s behavior,” Jeff says.
Operators that succeed with integrated data don’t just collect information, but rather build it into their daily rhythms. By reviewing dashboards in regular safety meetings, they can use the insights to spark toolbox talks or highlight trends that need attention. This turns data into shared learning rather than static reports, embedding safety conversations directly into team culture.
Jeff has a word of warning, though: more data isn’t always better.
“You don’t want to overload your organization with information and think, ‘I’m protected.’ You’re not,” he says. Too much data can overwhelm teams, create confusion, and, if left unmanaged, become a liability in the courtroom.”
AI and predictive analytics are transforming safety in logistics, helping fleets detect risks early, streamline root cause analysis and support a stronger safety culture.
AI, predictive analytics, and the human touch
Artificial intelligence is beginning to reshape compliance and safety in logistics, offering tools for predictive coaching, automated fleet management, risk analysis and smarter decision-making.
Jeff sees real promise in these tools, noting that AI in trucking enables predictive coaching and risk analysis that can identify risks before they escalate.
“In practice, I use AI to streamline root cause analysis. I’ll put my notes into the AI platform, ask targeted questions, and it helps me summarize and spot patterns,” he explains.
But while AI can accelerate analysis and highlight trends, Jeff says it will never replace human judgment.
“AI is a step in the process, but you can’t take the human quality out of it.”
Other fleet operators are taking a similar approach by using AI-powered predictive insights not as a substitute for human judgment but as a conversation starter.
For Jeff, the future lies in balance: combining automation with human oversight to ensure that data is not only accurate but contextual, actionable and fair.
Emerging safety tech and the future of safety culture
While telematics remains central to logistics compliance and safety, Jeff sees opportunities in emerging technologies such as wearables and lone worker safety solutions, such as fall detection devices, GPS tracking and SOS buttons.
These tools could provide valuable protection during inspections, customer interactions or emergencies. But in the US, cultural opposition creates barriers.
“I think wearable technology in logistics would help, but there’s strong resistance. Many see it as an invasion of privacy, and I think we still have a big leap to make before it’s widely adopted,” he says.
Where companies do see success with newer safety technologies, it’s usually because they’ve framed adoption in line with their existing values. For example, running workshops with drivers and supervisors to co-design the rollout ensures everyone understands how the tech will be used and gives everyone buy-in. A collaborative approach reduces resistance and helps embed the devices into the company’s safety culture.
Jeff believes that culture must extend beyond technology.
“Safety is not just a department. It’s everyone’s responsibility,” he says. “That responsibility flows from the professionals behind the wheel to operations, the workshop and the warehouse. When the whole organisation owns it, safety becomes part of the company’s DNA.”
At the organizational level, change is underway. Following Jetco’s acquisition by Canada Cartage (a company with more than 6,000 vehicles), Jeff sees a chance to scale what he calls Jetco’s greatest asset: its safety culture.
“Here’s my wish. I hope the safety culture that I built turns into a virus and spreads. The kind of virus we’d all be happy to catch.”
For Jeff, the future of logistics safety lies at the intersection of AI, data integration, and a deeply embedded culture of compliance.
As AI and integrated data applications expand, preserving data integrity becomes vital, not just for intelligent decisions but also for trust and accountability across your safety culture.
The future of US transportation
US logistics finds itself at a crossroads, shaped by legal risk, shifting politics and relentless operational pressures. In this environment, telematics and data-driven platforms offer a clear path forward, providing visibility, accountability and insight.
But as Jeff’s experience shows, technology alone isn’t enough. Lasting progress depends on strong leadership, a culture of safety and a careful balance between automation and human judgment.
Ultimately, safety in logistics is about protecting drivers, safeguarding businesses, and building resilience for the future of the industry. For operators seeking to navigate these challenges, Inauro’s AI-powered solution offers a way to turn data into meaningful insights that strengthen compliance, safety and resilience.
