AI-powered safety system changes the game for PlaceMakers

PlaceMakers has rolled out a smart video analytics platform across its delivery services network, significantly improving safety and creating new training opportunities for drivers, staff and customers 

The system, provided by AI firm Inviol, uses video monitoring and behaviour recognition to identify risks in real time. It’s already proving its worth – reducing incidents, driving behaviour improvements and reshaping how PlaceMakers trains its people. 

“We were having some avoidable incidents, particularly around large site deliveries and swinglift operations,” said Brent Draffin, Regional Transport Manager & Training Lead – Delivery Services at PlaceMakers. “It wasn’t about discipline – we needed better visibility and a way to educate people without finger-pointing.” 

Smart safety at work 

PlaceMakers trucks are now fitted with AI-enabled cameras that track both external environments and behaviours within loading areas. Inviol’s system monitors for defined risk events, such as walking through a swinglift’s working area or unsafe positioning during offloads. 

“It’s not just facing the driver,” Draffin said. “It’s more about the entire environment – in the yard, on the site, wherever the truck is interacting with people or equipment.” 

The aim isn’t surveillance for punishment, but data for training. 

“From the outset, we saw this as a teaching tool,” Draffin said. “It’s awareness first – it shows us what’s happening and then helps us put something in place to fix it.” 

From risk to resource 

One of the most valuable aspects, according to Draffin, has been the ability to use real events to improve staff education. The system captures short clips of risky incidents and allows teams to review what happened and how it could have been avoided. 

“People might think they’re safe until they actually see the footage,” he said. “And it’s really powerful when you show them and say ‘this is where you were, this is the swing path, this is the danger’.” 

Rather than relying on hypothetical examples or generic training material, PlaceMakers can now use real-world scenarios, pulled directly from their own sites, to train new and existing staff. 

Initial nerves, lasting benefit 

While new monitoring systems often bring concerns about privacy or overreach, Draffin said the response from frontline teams has been largely positive. 

“There’s always a little nervousness at the start,” he said. “But once people see that it’s there to help, not to catch them out, they’re on board.” 

He said team members appreciate the focus on training and understand that the system is part of a broader safety culture, not a disciplinary tool. 

“It’s one thing to have policies and it’s another to show someone how to stay safe. Invoil gives us that opportunity.” 

Customer training too 

Unexpectedly, the system has also become a customer engagement tool. This is because many deliveries take place on active building sites, the footage sometimes highlights risks posed by third parties or site conditions. In those cases, PlaceMakers can use the video as a prompt for conversations about safer site practices. 

“Sometimes we’ll share a clip with a customer and say, ‘Hey, we noticed this – might be something to talk about with your team,’” Draffin said. “Most people are pretty receptive, because it’s about making sure no one gets hurt.” 

A platform with long-term potential 

For Draffin, the investment in Inviol’s platform is about building a safer, smarter delivery service. 

“This isn’t about ticking boxes,” he said. “It’s about creating an environment where people understand the risks and know how to manage them.” 

He hopes the system will continue to evolve as PlaceMakers grows – supporting safer logistics, better training and a more resilient supply chain. 

“It’s already made a real difference,” he said. “And we’re just getting started.”