December 6, 2024
At UbiCollaborate 2024, industry leaders Daniel Hitchcock from First Parking and Steve Whitford from Ace Parking shared their perspectives on the growing role of artificial intelligence (AI) in parking operations. Their panel discussion highlighted how AI and automation are not just buzzwords but practical tools reshaping the parking industry. Below, we summarise their key insights on where the industry is heading.
Real-Time Automation: The Next Big Leap
Both operators emphasised the need for real-time automation to keep up with customer expectations.
For Steve Whitford, the priority is streamlining information flow. From notifying customers about EV charger availability to providing real-time space occupancy updates, AI can automate these processes, ensuring accurate and instant communication. A major area of focus is dynamic pricing—adjusting parking fees based on demand and competition. However, the challenge lies in executing these changes in real-time. “By the time we’ve analysed data and compared competitor pricing manually, we’re already two days too late,” Whitford explained. AI offers a solution, that enables real-time competitor analysis and price adjustments, keeping businesses agile and competitive.
Similarly, Daniel highlighted how automation has been integrated into First Parking’s operations from the beginning. While the company has already streamlined several processes, he sees AI’s role in predictive maintenance as a game-changer. For example, AI can track boom gate usage and anticipate failures, shifting the focus from reactive fixes to proactive management.
Enhancing Customer Experience Through Smarter Systems
A recurring theme during the discussion was improving the customer experience.
Daniel shared how AI-powered CCTV analytics can elevate safety and efficiency. These systems can analyse parking lot traffic, identify suspicious activity, and even guide customers to available spaces. This innovation not only enhances safety but also reduces the stress of parking in busy locations.
Steve Whitford pointed out how AI-driven chatbots are becoming an integral part of the customer journey. From answering common queries like “What is the height clearance?” to guiding users through booking processes, chatbots powered by AI can offer quick, accurate responses, reducing the workload on staff. This approach also ensures customers get the information they need without unnecessary delays.
The Role of Predictive Data in Operations
Daniel and Steve both recognised the power of AI in predictive analytics, not just for maintenance but also for operational planning.
By analysing external data—such as upcoming events at venues like Marvel Stadium—AI can predict spikes in parking demand. This insight allows operators to adjust staffing levels, prepare facilities, and even implement dynamic pricing to maximise revenue.
For Daniel, this capability underscores how automation is changing the roles of operations managers. Instead of focusing on manual tasks, managers can now concentrate on interpreting AI-driven insights to make strategic decisions.
Balancing Innovation with Security
While both panellists were enthusiastic about AI’s potential, they acknowledged the importance of data security. Daniel expressed concerns about sensitive data, such as revenue and lease information, potentially being exposed. As AI systems become more integrated, robust cybersecurity measures will be essential to protect both businesses and customers.
Looking Ahead: A Smarter, More Automated Future
The panel concluded with predictions for the next three to five years. Both leaders agreed that automation and AI integration will reshape the parking industry. Steve envisioned a future where information is automated and delivered instantly, while Daniel saw AI becoming integral to operations, allowing parking businesses to run smarter, faster, and with greater customer focus.
Ultimately, as both leaders emphasised, AI is not about replacing human expertise—it’s about enhancing it, enabling operators to deliver better, more efficient services to customers. The parking industry, once seen as simple, is transforming into a complex, technology-driven ecosystem where AI and automation are the keys to staying ahead.
Watch the full presentation – https://www.youtube.com/watch?v=4ZoFYTDZOfw&t=9s&ab_channel=UbiPark
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