20 June 2025

AI is changing how high-risk industries approach safety, helping organizations shift from reactive incident response to proactive risk prevention. A leader in this space, San Francisco-based Voxel is  expanding into five continents — a move driven by strong demand from existing multinational customers.

In an exclusive interview with MoveTheNeedle.news, Voxel CEO Vernon O’Donnell explained that even previously sceptical sectors like ports and logistics are now embracing AI to enhance safety and performance.

He also explained their growth strategy: “Voxel’s expansion is entirely customer-driven. We're not pursuing markets based on opportunity size — our existing multinational customers are pulling us into these regions because they've seen the impact at their North American facilities and want consistent safety standards across their global operations. When a customer reports an 85% reduction in workers' comp claim costs and wants that same protection for their European or Asian facilities, we follow them there.”

Since taking on the CEO role in 2024 — following executive positions at project44, Hypori, and Stats Perform — O’Donnell has been focused on scaling Voxel’s platform while staying true to the company’s mission: to prevent workplace incidents before they happen.

AI for Dynamic Environments

Voxel’s technology uses computer vision to analyze video feeds in real time and detect unsafe behaviours — such as PPE violations, speeding vehicles, and near-misses — in complex environments like ports, warehouses, and logistics hubs.

“These are dynamic, complex environments — with people, equipment, and goods constantly in motion,” O’Donnell explained. “You have massive container trucks, forklifts, cranes, and ground personnel all operating in tight quarters, often 24/7. Traditional safety monitoring methods — periodic audits, random spot checks, or relying on after-the-fact incident reviews — simply can't keep up with the pace and complexity.”

At the Port of Virginia, Voxel helped reduce truck speeding by 50% and PPE violations by 15% in just six months. But the most transformative result was an 85% increase in safety team efficiency.

“Our AI enabled their safety managers to focus on prevention rather than spending hours reviewing footage. The technology spots near-misses between forklifts and pedestrians, identifies unsafe loading practices, and alerts supervisors in real-time so they can intervene before incidents occur.”

Global Expansion, Local Adaptation

Expanding across five continents means navigating regulatory diversity and cultural nuance.

“Safety isn’t one-size-fits-all — every region brings unique regulations, cultural norms, and operational practices,” said O’Donnell. “What constitutes safe behaviour in a U.S. distribution center may look very different from a European port or an Asian logistics hub.”

Voxel’s platform is already compliant with privacy laws like GDPR, UK GDPR, and CCPA, and is being developed to deliver safety insights in over 10 languages. During deployment, the company collaborates with local stakeholders — including regulatory bodies, unions, and port authorities — to tailor both the detection algorithms and the way alerts and feedback are delivered.

“We adapt our computer vision models to region-specific details — from PPE standards and equipment markings to signage and traffic flows. We also account for cultural differences in how safety interventions are framed — for instance, how real-time coaching is handled in unionized European facilities versus U.S. sites.”

Recognition and Momentum

Voxel recently won the TT Club and ICHCA Innovation in Safety Award, an achievement that has boosted awareness and credibility.

“This award validates that we're not just building technology for technology's sake — we're solving real problems that the global logistics community recognizes as critical,” said O’Donnell. “It has opened doors with customers who might have otherwise been unaware, sceptical or unsure about AI in safety.”

The company also exhibited and spoke at TOC Europe in Rotterdam, using the stage to challenge the assumption that workplace incidents are an inevitable cost of doing business.

“Every conversation starts with a simple but provocative question: what if you could see and prevent the accident that’s going to happen tomorrow? Not all AI delivers meaningful operational value. We  were there to show that computer vision AI can give real-time visibility into risks that were previously invisible.”

Beyond Compliance: Safety as Performance Driver

Voxel’s pitch to logistics leaders goes beyond compliance and injury reduction.

“Safety technology isn’t just about compliance or reducing injury rates — it’s a force multiplier for business performance,” O’Donnell emphasized. “Safer operations lead to fewer disruptions, lower insurance costs, better worker retention, and higher throughput.”

He added that some of their most advanced customers are using AI-powered safety not to slow things down — but to accelerate workflows with confidence.

The Road Ahead

With fresh Series B funding, Voxel is deepening its focus on logistics, warehousing, and manufacturing — industries where the potential for safety transformation is still vast.

“There are still massive opportunities within logistics, warehousing, and manufacturing that we're only beginning to tap. The fundamentals of workplace safety — protecting people from preventable injuries — are universal. We want to be the definitive solution for industrial safety.”