Smart Eye and Greater Than Reveal the Extent to Which ADDW Alerts Influence Driver Risk

• Swedish tech leaders Smart Eye and Greater Than have analyzed real-world data of fleet drivers using Smart Eye’s AI-based driver monitoring system
• Initial findings confirm that alerts have a positive influence on driver risk level
• The ongoing research will enhance precision of ADDW systems to advance capabilities of life-saving technologies in vehicles

Greater Than, the global provider of risk intelligence into road safety and climate impact, and Smart Eye AB, the industry leader in Driver Monitoring Systems (DMS), today shared the initial results of their research project that is exploring the correlation between driver eye movements, Advanced Driver Distraction Warning (ADDW) alerts, and crash risk.

Key findings:

• On average, ADDW alerts immediately reduce crash risk by approximately 10%
• After two minutes, crash risk is generally back to pre-alert level
• Overall, alerts targeting drowsy driving have the greatest impact on crash risk
• With joint effort, ADDW systems could be adapted to measure and alert about additional risky behaviors

“Our work with Greater Than provides valuable real-world insights into how drivers respond to distraction alerts and how those alerts influence crash risk,” said Martin Krantz, CEO and Founder of Smart Eye. “With a deeper understanding, we can refine our systems to make alerts more effective. These findings help us take in-car safety technology further, making it better equipped to prevent accidents.”

Greater Than collected and analyzed data from vehicles fitted with Smart Eye’s AIS system and operated by professional fleet drivers over a period of four weeks. Using its globally unique AI risk intelligence into crash probability, Greater Than was able to quantify the risk level of each driver and analyze the impact of the ADDW alerts on crash risk.

For Smart Eye, the analysis helps evaluate how effectively current alerts address different driving behaviors. This can provide valuable insight into how ADDW systems can be adjusted for greater effectiveness, including optimizing the frequency, volume, and type of alerts. It also supports the potential development of alerts for other high-risk behaviors, such as cognitive distraction and stress.

“The insights our analysis uncovered were fascinating, providing a comprehensive overview of driver risk level, number of alerts per driver, alert categories, and – most importantly – to what degree each alert influenced risk level and for how long,” said Liselott Johansson, CEO at Greater Than. “This analysis will advance the adaptiveness and effectiveness of important, lifesaving in-vehicle technologies.”

From July 7, 2026, all new vehicles in the EU must incorporate an ADDW system that observes driver eye movements and issues warnings when distractions are detected. The insights from Smart Eye and Greater Than’s partnership will help automakers refine ADDW systems to improve safety outcomes and meet compliance standards.
 

About Greater Than

Greater Than is a driving data analytics company that specializes in understanding driver impact on the roads. Through the power of artificial intelligence (AI), Greater Than converts GPS data into driver scores that predict crash probability and climate impact. The scores can be further enhanced with additional intelligence including an analytics dashboard, prevention tool, and summary reports.

Insurance companies, underwriters, fleet solution providers, mobility providers and other owners of GPS data use Greater Than’s analysis to optimize driver risk management, achieve insurance profitability, manage sustainability & ESG reporting, and monetize GPS data. Greater Than (GREAT: ST) is listed on Nasdaq First North Growth Market. FNCA Sweden AB is the Company’s Certified Adviser. Learn more at www.greaterthan.eu.

About Smart Eye

Smart Eye is the leading provider of Human Insight AI, technology that understands, supports and predicts human behavior in complex environments. The company is on a mission to bridge the gap between humans and machines for a safe and sustainable future. Supported by Affectiva and iMotions – companies it acquired in 2021 – Smart Eye’s multimodal software and hardware solutions provide unparalleled insight into human behavior.

In automotive, Smart Eye’s driver monitoring systems and interior sensing solutions improve road safety and the mobility experience. The company’s eye tracking technology and iMotions biosensor software platform are also used in behavioral research to enable advanced research in academic and commercial sectors. In media analytics, Affectiva provides the world’s largest brands and market researchers with a deeper understanding of how consumers engage with content, products, and services.

Founded in 1999, Smart Eye is a global company headquartered in Sweden, with customers including NASA, Nissan, Boeing, Honeywell, Volvo, GM, BMW, Polestar, Geely, Harvard University, 26 percent of the Fortune Global 500 companies, and over 1,300 research organizations around the world.

 Visit www.smarteye.ai for more information.
 

Press contact Greater Than

PR@greaterthan.eu
+46 855 593 200
www.greaterthan.eu

Press contact Smart Eye

Lisa Strandvik
Head of Global Marketing, Smart Eye
lisa.strandvik@smarteye.se
 

support.se@cision.com

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