United Rentals launches AI assistant

United Rentals has launched an AI-powered digital assistant designed to help customers select equipment best suited for each project.

The tool, called Equipment Agent, provides recommendations based on a customer’s project requirements through a conversational interface, according to a United release today. Users can describe job needs in plain language and receive tailored equipment suggestions within seconds, while also comparing specifications such as capacity, reach, terrain limitations and required accessories.

The AI assistant links directly to product pages on United’s website. The system was built using actual customer questions and refined through testing by the company’s sales and equipment specialists.

The tool “replaces traditional searching and filtering with an intuitive, agentic chat experience,” Tony Leopold, chief technology and strategy officer at United, stated in the release. “Customers using the Equipment Agent are seeing a 70% improvement in finding the right equipment for their projects.”

The launch is part of the company’s broader innovation strategy to combine digital tools, connected equipment and data insights to help customers plan projects and operate more efficiently.

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