A response to “From Dirt to Data” Forbes, Feb 10 2026

“Their job is not to learn all these apps. Their job is to do their business effectively.

Ogi Redzic, CDO, Caterpillar

We read the Forbes article. Then we couldn't stop thinking about it.

A technician driving to a job site shouldn't have to open five apps to know which machine to start with. They should just ask.

That's the future Caterpillar described. One conversation. Every machine. Every decision.

The question we wanted to answer: how do you design it so people trust it on day one?

01 | What We Noticed

1.6 million connected machines. A decade of operational data. Autonomous excavators. In-cab coaching. Physical AI. A $25M workforce commitment.

Caterpillar solved the hard part. The infrastructure is real.

What hasn't been solved: how three different people, an operator in the cab, a manager between meetings, a technician behind the wheel, experience that intelligence at the right moment, in the right way.

But 30% of construction work gets redone. And 40% of on-site activity isn't productive. The data was always there. The experience wasn't.

02 | The Journey

Walk with us through one day on a job site.

Three people. Six moments. The same intelligence showing up differently every time.

This is the story the article starts to tell. Here's how we'd finish it.


CAT AICAT AI, Intelligence Layer

Before the Site Wakes Up

5:30 AM

No one’s on-site. CAT AI is already working. Overnight rain shifted soil compaction. Three machines logged sensor trends that, individually, look routine - together, they suggest a pattern. Thursday’s pour is at risk.

Before any human arrives, CAT AI is already working. It pulls overnight weather, cross-references equipment sensors, and reads today’s schedule - building the story of the day.

1 / 2


JamalJamal, Technician

The Drive In

6:00 AM

One question: “What am I walking into today?” Five tickets. All parts stocked. But CAT AI adds something Jamal didn’t ask about - three units share the same error code over 10 days. Same supplier lot. Could be a bad batch.

Voice-first. Jamal is behind the wheel - he can’t tap through a dashboard. One spoken question replaces five apps, three logins, and a morning meeting.

1 / 4


MariaMaria, Operator

Shift Start

6:15 AM

A 15-second brief: soil shifted overnight, one machine is trending down, new operator behind her on Day 3. Then silence. CAT AI doesn’t interrupt a 50-ton excavator mid-dig.

No login screen. Maria’s key fob authenticated her when she started the machine. The status bar - hydraulics, engine, electrical, fuel - stays visible throughout the shift. Persistent, not intrusive.

1 / 3


DavidDavid, Fleet Manager

The Decision

9:30 AM

Three machines on Site B showing the same hydraulic pattern. If they fail mid-week, the Thursday pour is gone. Schedule maintenance Tuesday: $8K prevention vs. $180–240K failure. One tap. Done.

Not a full-screen app. Not a dashboard. A companion that lives in the menu bar and only surfaces when something needs attention. David’s job is meetings and calls - CAT AI adapts to that rhythm.

1 / 4


MariaMaria, Operator

The Unexpected

12:30 PM

Hydraulic pressure spike during a lift. CAT AI escalates with context - not just an alert. Maria gets calm instructions. David gets an incident card. Jamal gets rerouted with parts confirmed.

A banner, not a modal. Maria is operating a 50-ton excavator mid-lift - you don’t take over her screen. Calm language. Clear instructions. What’s wrong, what to do right now, in that order.

1 / 3


MariaMaria, Operator

The Learning Moment

9:00 PM

A personal recap: operating hours, efficiency trends, one thing to adjust tomorrow. Delivered after the shift - when cognitive load allows it.

After the shift, when cognitive load is low. Not a training module. Not a performance review. A personal reflection from the AI that watched her work all day.

1 / 4


One AI. Three people. Six moments.

The same intelligence showing up differently everywhere. Voice in the truck, ambient in the cab, narrative on the desktop, coordinated in a crisis, personal at night.

The design challenge isn't any single screen. It's the thread that connects them all.

03 | Safety & Accountability

Every moment above carries accountability.

01 | Audit trailsEvery recommendation logged and traceable
02 | Confidence scoringThe system says 88% confident because overcalling certainty is dangerous
03 | Human overrideCAT AI recommends. Humans decide. Always.
04 | Role-based accessEach person sees only what they need
05 | Escalation protocolSeverity determines who is notified, how fast, with what detail

This isn't a feature list. It's the foundation everything else is built on.

04 | Who We Are

We're LCA - The Design Firm for the AI Age.

We design and build intelligent products and experiences with our team of entrepreneurs, AI-focused PMs, Designers and Engineers.

We wrote the book on Agentic Experience design almost a year ago, before most companies had a name for this next era of design. It covers a lot of what we touched on here, specifically around trust calibration, proactive intelligence, and the evolution of software from tools to relationships.

We've partnered with leaders in the space across every range of AI implementation, from healthcare and finance to hospitality, productivity, and companionship, working with Nike, Intuit, Slack, Paramount, Dropbox, Baylor Scott & White Health, Gamma, Bolt.new, Character AI, Jasper AI, Salesforce, and Grammarly, and what we learned is that physical AI is a true, tangible driver of value.

The work Caterpillar is doing is one of the most compelling applications of these ideas we've seen. Industrial AI at this scale, with real safety stakes and a workforce that ranges from 30-year veterans to Day 3 operators and a clear lens toward the future of physical AI.

That fires us up.

While this response to your question was purely illustrative, we wanted to share our thoughts with a little more fidelity and intention than a few bullet points.

Let me know what you think - I'd love to continue the conversation.

Theo Tabah

Co-Founder and CEO at LCA