At AfMA 2025, Mike Branch—Vice President of Data & Analytics at Geotab—challenged fleet managers to rethink their role in the age of AI. In a one-on-one interview with Fleet News Group, Branch explored how artificial intelligence is shifting the nature of decision-making in fleet management—not just by generating answers, but by helping ask better questions.
“We found that people didn’t always know what to ask,” said Branch, referring to early use of Geotab’s ACE platform. “Now we’ve built up a library of common questions—mostly around safety—and we’re seeing how the role of the fleet manager is evolving from analyst to strategist.”
That evolution is being accelerated by tools like ACE, which allow managers to ask natural language questions like, “Where are my vehicles coming from before arriving at this depot?” and receive sophisticated geospatial analysis in seconds. “That kind of analysis used to take days. Now it’s immediate,” Branch explained.
From Technician to Translator
The real shift, Branch argued, is about mindset. Fleet managers no longer need to be data scientists or spreadsheet masters—they need to understand how to frame problems clearly and interpret insights effectively.
“If the pivot table is used to come up with an answer to a question, then yes—go to ACE and ask the question instead,” he said. The platform even includes “trusted insights” with a green tick, ensuring that the results are drawn from validated data, not generative guesses.
Branch believes the future belongs to fleet leaders who can move beyond reactive management to proactive planning—using AI not just for reporting, but for optimisation. “You’ll be able to say, ‘Help me optimise my fleet,’ and it will figure out where to start—whether that’s safety, maintenance, or downtime.”
The Human Role Remains Critical
Despite the increasing automation, Branch emphasised that AI won’t replace human judgement. “Anything that connects to a system can be automated,” he said. “But interpreting goals, aligning them with organisational strategy, that still requires people.”
This is especially true in areas like utilisation, where broad goals can quickly become too vague for AI to interpret. “You can’t just say, ‘I want better utilisation.’ You have to be specific—define what active means, how it’s measured, and what outcome you’re chasing.”
According to Branch, this is where many fleets are struggling—not because of lack of technology, but because of unclear strategy. “If you can’t measure every single piece, you’re going to have these agents go bananas,” he warned.
A New Role for Fleet Managers
Rather than being the person who finds the answer, the modern fleet manager becomes the person who knows which question matters most. That’s a fundamental shift—one that requires confidence, curiosity, and a willingness to let go of legacy tools.
“In the next three to five years, we’ll see far more automation,” said Branch. “But we’ll still need people who can guide the systems, trust the insights, and define what success looks like.”
In other words, the most valuable skill in the AI-enabled fleet team may soon be asking the right question at the right time.
- BMW M Confirms All-Electric Future with Neue Klasse Performance Models
BMW M has confirmed that its next generation of high-performance vehicles will be fully electric, with the first BMW M models based on the Neue Klasse platform due from 2027. The announcement signals a major shift for the performance brand, transferring its motorsport DNA into a battery-electric format while retaining the driving dynamics M is - Polestar Hits Record Sales in 2025 as Australia Drives Strong GrowthPolestar has reported its strongest retail sales performance on record, delivering 60,119 vehicles globally in 2025 – a 34 per cent increase compared to 2024. The result caps off a challenging year for the global automotive market, with Polestar continuing to grow despite ongoing economic headwinds and intense competition in the electric vehicle segment. Fourth-quarter
- Top 10 EVs Purchased in Australia in 2025: What the Rankings Tell UsThe top 10 electric vehicles purchased in Australia in 2025 paint a clear picture of where demand is settling—and where it may head next. Novated leasing settings, the ongoing FBT exemption, and a steady influx of competitive Chinese models continue to shape buying decisions, particularly among employees and salary-packaged drivers. A familiar winner at the
- EV FBT Exemption Drives Record EV Sales in 2025The Electric Car Discount, delivered through the Fringe Benefits Tax (FBT) exemption for eligible electric vehicles, has been one of the most significant drivers behind Australia’s record year for battery electric vehicle (BEV) sales in 2025. According to new figures from the Federal Chamber of Automotive Industries (FCAI) and the Electric Vehicle Council (EVC), more
- Refreshed Kia EV6 Adds More Range and TechnologyKia Australia has confirmed local pricing and specifications for the refreshed Kia EV6, with the updated model due to arrive in dealer showrooms imminently. For Fleet Managers, Sustainability Managers and Finance Managers, the update brings a combination of longer driving range, new connected-car technology and minimal price movement — all factors that support business cases for
