United Rentals’ Equipment Agent Helps Customers Find the Right Equipment Fast

Identifying the right equipment for a job can feel like a project all its own. Very often, two machines that look similar aren’t interchangeable. Accidentally choosing equipment ill-suited to the task or conditions can have real consequences.

If the equipment specs are wrong—a boom lift can’t reach the work area, a forklift can’t handle the terrain, an excavator lacks the required dig depth for an excavation—the result is unplanned downtime that can impact the entire project timeline and drive up costs. Extra pickup and delivery charges add to the financial impact of one flawed decision.

United Rentals, which owns the world’s largest rental fleet, recognizes the challenges of renting construction equipment and getting equipment choices right the first time. To help customers navigate its extensive online catalog, compare equipment models and types and come to more confident rental decisions, it created an AI assistant that elevates the online equipment rental experience. 

Introducing the United Rentals Equipment Agent: A Powerful answer and recommendation tool

The Equipment Agent is the first of its kind in the industry. Using it is like talking with a helpful sales representative who has in-depth knowledge of the entire United Rentals fleet, including specifications and what they mean in practical terms. 

“Decades’ worth of equipment expertise is baked into this AI assistant,” said Paul Maddison, United Rentals Director of Digital Product and Innovation.

Sales representatives spent months testing the agent, asking it questions and refining the tool’s responses. Thanks to machine learning, the more the tool is used, the smarter it becomes.

Solving equipment decision challenges

Website visitors start by typing their question or project need, using normal conversational language, into the chat window that appears on every product and product category page.

Customers can ask questions or make requests like these.;

Specific needs

• I have to move pallets on a muddy jobsite. What’s better than a forklift?
• What equipment should I use to trench 200 feet for conduit in rocky soil?
• I’m replacing lighting in a warehouse. What lift do I need?
• What’s the right compactor for a driveway base?

• Show me boom lifts with a working height over 60 feet.

Specific machines

• Will it fit through a 36-inch door? What’s the stowed width/height?
• What’s the lift capacity at full reach?
• Can I use it on a gym floor?

The agent may give an immediate answer or ask follow-up questions about variables such ceiling heights, surfaces, terrain or soil conditions in order to provide a tailored equipment recommendation. 

It can help users compare equipment side by side so they can see which option best fits their project. It can also suggest alternative choices. In some cases, it may highlight important constraints, such as specific transportation or power needs, or recommend required accessories such as hoses or buckets.

The result is faster, more informed decision-making, especially for managers renting more than one piece of equipment and anyone renting a type of equipment they haven’t used before.

The agent can also give clear, customer-friendly answers to more general questions such as:

• What’s the difference between an articulating boom and a telescopic boom?
• When should I use a telehandler vs. a forklift?
• How do I choose a bucket size?

Empowering customers with practical AI

United Rentals is committed to innovating digital tools to help customers solve problems, work more efficiently and achieve better outcomes. 

The Equipment Agent was built to improve how United Rentals website users discover, compare and choose rental equipment so they can move from planning to doing faster and with more confidence. 

Additional digital tools designed to enhance the online experience and empower customers to increase safety, productivity and sustainability are on their way. 

To use the Equipment Agent, visit any product or product category page. Need more help? Call your local branch—or for specialty equipment, ask the agent who to call.