Greenroads is transforming urban environments through innovation and artificial intelligence (AI). Cities worldwide face growing challenges, from rapid urbanization to outdated infrastructure, traffic congestion, pollution, and road accidents. Our mission is to empower cities with data-driven insights to create safer, smarter, and more sustainable transportation systems.
Transport significantly impacts both the environment and society. In Europe alone, transport contributes 23% of greenhouse gas emissions, while traffic congestion costs €130 billion annually. Globally, road accidents cause 1.35 million deaths each year – one every 26 seconds – making it the leading cause of death for individuals aged 15–29. Additionally, around seven million lives are lost annually due to air pollution. These facts have been driving our team to transform how we design and manage transportation systems.
This is why Greenroads comes in. Our AI-powered solutions are converting existing traffic cameras and drones into smart city tools. By using advanced video analytics, we provide cities with real time anonymous information about movement types (including bicycles and pedestrians) traffic volume and vehicle flow to improve road safety, reduce congestion, and optimize resource allocation.
Developed under the EU-funded Horizon 2020 project MARVEL, this product is recognized by the European Commission’s Innovation Radar. As a follow-up, we embarked on the EU-funded project PATTERN, which focuses on revolutionising road infrastructure management through innovative technologies and strategic collaborations. This is a collaborative effort involving a consortium of partners from various European countries dedicated to driving positive change in the transportation sector which focuses on revolutionising road infrastructure management through innovative technologies and strategic collaborations, leading to several pilot projects in Malta and elsewhere.
Another project is ROADEYE, in which we are working with the University of Malta, in consultation with Infrastructure Malta, and supported by the Ministry for Education, Sport, Youth, Research, and Innovation. In ROADEYE we aim to further evaluate the Maltese traffic network using different datasets gathered. The overall goals are to improve the accuracy of the use of these independent sources and develop Key Performance Indicators (KPIs) to enhance assessment of the performance of Maltese road network infrastructure. In addition, this project will add predictive abilities to the current system, thus providing traffic assignment solutions for the re-routing of traffic.
Innovation might sound like a buzzword, and a vague term, but it simply means finding new and better ways to do things – and it applies to any business. We view it as a continuous process that involves collaboration with partners across industries. By working with research institutions, universities, governments, and private stakeholders, we can leverage collective expertise to tackle complex urban challenges. Learning from external partners has been a key driver of our success, helping us refine and enhance our solutions.
In practice, this means Greenroads doesn’t just develop technology for its own sake; we actively work with cities to improve traffic flow, understand potential points of conflict to improve road safety and even invest in effective infrastructure. For example, our traffic video analytics technology has been implemented in Italy, Malta, Belgium, and South America, demonstrating its versatility and effectiveness across different urban contexts.
The broader implications of AI for urban development are profound. Real-time scenario detection enables cities to respond to incidents as they occur, minimising disruptions and improving overall safety. Technology already has been widely used for violation detection systems to discourage dangerous behaviours, such as speeding and running red lights. Now it is time to be proactive and consider road safety planning tools which provide data-driven insights that inform long-term infrastructure investments. Together, these capabilities are helping cities transition towards smarter, more sustainable transportation networks.
However, innovation is not without its challenges. Adopting AI in urban environments requires overcoming regulatory hurdles, securing funding, and effectively addressing public concerns about privacy. At Greenroads, we are committed to transparency and ethical practices. We work closely with stakeholders to ensure that our solutions respect privacy while delivering measurable benefits.
Looking ahead, we see immense potential for further advancements in AI and smart city technology as the need for efficient, sustainable urban solutions will continue to grow. At Greenroads, we are committed to staying at the forefront of this transformation, constantly refining our technology and expanding its impact.
The road to digitalization presents many opportunities for innovation and collaboration. At Greenroads, we believe that by combining cutting-edge technology with a commitment to sustainability, we can create cities that are not just places to live but thriving ecosystems that support both people and the planet. This journey is just beginning, and I am excited to see where it takes us.