In this episode of the Ice Expo Podcast, we sit down with Tom Guest, UK & Ireland Operations Director at Safety Shield, to discuss how AI-powered human detection systems are transforming site safety across construction, utilities, agriculture, and beyond.

Tom shares the powerful story behind Safety Shield’s creation, the company’s rapid global growth, and how their edge-computing AI system is now helping protect thousands of workers worldwide. From early AI challenges in 2011 to 15,000+ live units in the field today, this is a fascinating insight into innovation driven by real-life tragedy and a mission to save lives.

We also chat about expanding into Ireland, partnerships with major contractors, Ice Expo plans, and what the future holds for AI safety technology.

⏱ Timecodes

00:00 – Podcast sponsor: Euro Auctions
00:12 – Introduction to Tom Guest, UK & Ireland Operations Director, Safety Shield
00:38 – The origins of Safety Shield and the tragic event that inspired it
01:23 – Early AI development (back in 2011) and the challenges of training the system
02:22 – Working on London transport projects and early public-sector traction
03:15 – When AI detection started becoming mandated on UK projects
03:39 – Tom’s father’s background in pipelines and starting the business
04:10 – How Tom joined the company (and balancing rugby career)
04:27 – International growth: Australia, USA, Europe
05:02 – Working with distributors in Ireland
05:38 – What Safety Shield actually does (AI human-form recognition explained)
06:32 – Applications beyond construction: agriculture, waste, warehousing
07:30 – Accuracy rates (99.6%) and safety testing standards
07:55 – Fleet tracking, SIM connectivity & portal access for operators
08:59 – Rapid growth: hiring 20+ staff in months
09:34 – Partnerships with major contractors & safety campaigns
10:24 – Tom’s role: operations, sales, engineering teams & logistics
11:19 – Installation process and working with OEM manufacturers
12:31 – Industry traction and future factory-fit possibilities
12:46 – Rugby career with London Broncos & life after professional sport
13:57 – Vision for the future: global expansion & industry standardisation
14:50 – Irish distributor Safety Solutions & growing Irish presence
16:10 – Ice Expo plans: live demonstrations & exhibition trailer
17:16 – Customer base: Tier 1 contractors, plant hire & major fleets
18:54 – 15,000 units now live in the field
19:32 – Continuous product development & competition in the market
21:16 – Closing remarks & Ice Expo excitement