Apr 23, 2018 by Helena Category: Team Blog 0 comments

Simplifai joined Forge in Spring 2018.


Simplifai is bringing order to the chaos of modern traffic systems, using artificial intelligence.

Their traffic management software uses novel forms of artificial intelligence to control traffic, in a way that’s up to 20% more effective than existing approaches.

Traffic congestion is a £15bn annual problem for the United Kingdom and contributes to the foreshortening of thousands of lives each year due to traffic-related air pollution. It’s more than an inconvenience. It has wide-ranging social, environmental and economic impacts.

The traffic management industry relies upon systems with a replacement cycle of 10 to 20 years. Expensive to install and replace, they are the backbone of urban traffic management in most large cities throughout the world.

These systems are typically designed to reduce journey time or delay and are most effective in small, localised areas where the traffic flow is predictable. Such systems are often unable to tackle a range of traffic-related problems, especially those that can’t be predicted or are difficult to solve. On their own, they are no longer suitable for the complexity and scale of traffic management in the modern age.

Using artificial intelligence, Simplifai generates real-time traffic control strategies to solve complex issues that are currently poorly managed. It uses a flexible, goal-oriented approach that allows it to tackle many different traffic problems through simple software configuration and AI reasoning, rather than new hardware deployment.

For the moment, it changes traffic lights across a city to achieve a particular goal, through the manipulation of traffic flow and road occupancy. In the future, it could control any aspect of public or private transport infrastructure. It is perhaps the most crucial, missing component in your ecosystem of traffic management and control products.

Simplifai could be used to address the following common traffic problems:

Relieving routine or unexpected congestion

Moving people to and from major events such as concerts or sports matches, quickly and safely

Reducing air pollution or redistributing it to areas where it causes less human harm

Maintaining effective traffic flow around roadworks or traffic incidents

Getting people home safely in advance of inclement weather

Evacuating a city in an emergency

How it’s used

Their novel approach to traffic management works alongside existing systems, sensors and smart city technologies to improve their effectiveness. You install the software in your control centre, connect it to data sources and traffic control devices, give it an objective and let it solve your traffic problems.

It can be used directly by authorities with a responsibility for traffic management or traffic-related impact such as air quality. It supplements the services offered by existing traffic management providers – including traffic modelling, supervision and control. An ideal companion for smart cities, Simplifai could also be used in an algorithm-as-a-service environment.

The benefits

The primary benefits of Simplifai include:

Up to a 20% improvement over existing traffic management techniques

Leverages existing capital investment in sensors, controllers and other transport infrastructure – so no need to purchase new equipment

Augments existing traffic management software, including any investments already made in smart cities technology – so no need to decommission your existing solutions

Operates at city-scale – which cannot be effectively achieved by existing traffic management products

Goal-oriented – you can rapidly and continuously change your traffic management objectives through simple software configuration

Meet the team

Simplifai is a technology company, but people are at the heart of what they do. 

mmexport1524474347230-min Keith McCabe, Chief Executive Officer

Keith is a chartered engineer and international transportation technology expert, with over 40 years’ experience.

He is a member of the US Transport Research Board (US TRB) Artificial Intelligence Committee, US TRB Regional Transport System Management and Operations Committee (RTSMO) and joint chair of RTSMO Operational Resilience Committee. He’s also a member of the IET Automotive and Road Transport Systems Interest Group and of the Smart City Working Group.

Keith is a regular panel member and speaker at transport systems events around the world. He’s also a leading figure in the UK and US intelligent transport solutions industries.


mmexport1524474354135-min JD Blackwood, Chief Operating and Technical Officer

JD is a chartered IT and programme management professional with over 20 years’ experience in technology development and leadership. He’s a Certified Scrum Master, PRINCE II Practitioner and MSP Practitioner.

He’s formerly worked for companies such as Logica/CGI where he was an emerging technologies consultant, Atkins where he was an associate director and ran a 200 strong global low-carbon technology research programme, Faithful+Gould where he was a regional IT director and ACCA where he was the head of digital.

He’s also helped successfully scale two technology start-ups.


mmexport1524474337588-min Prof. Lee McCluskey, Chief Research Officer

Lee is a world-leading authority on artificial intelligence and Professor of Software Technology at the University of Huddersfield.

He has literally written the book on Autonomic Road Transport Systems and has several times chaired the International conference and competition on autonomic planning and scheduling.

He has published around 150 papers (primarily in Artificial Intelligence) in the top AI venues including: Journal of Artificial Intelligence, Knowledge Engineering Review, AAAI, IJCAI, ICAPS, ECAI etc.

Sorry, the comment form is closed at this time.