Episode 11: Tom Guest

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.⏱ Timecodes00:00 – 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