United Rentals Enhances Digital Platform with Smart Suggestions and Equipment Fit AR Capabilities

United Rentals has launched two new digital tools, Smart Suggestions and Equipment Fit Augmented Reality, to enhance its rental experience. Smart Suggestions uses machine learning to recommend equipment based on customer history and industry trends, while Equipment Fit AR allows customers to virtually place equipment on their jobsite using a mobile device. These tools aim to simplify the rental process and improve productivity.

United Rentals, Inc. (NYSE: URI), the world’s largest equipment rental company, has introduced two new digital tools aimed at streamlining the rental process and boosting productivity. The company announced the launch of Smart Suggestions and Equipment Fit Augmented Reality (AR) on August 28, 2025 [1][2].

Smart Suggestions leverages advanced machine learning to recommend equipment based on customer order history, jobsite data, seasonality, and industry trends. This tool predicts what customers are most likely to need next, helping them bypass a full catalog search and quickly identify the right rental option. Early results indicate a 27% reduction in the time it takes users to identify and order the necessary equipment [1][2].

Equipment Fit AR allows customers to virtually place 3D models of equipment on their jobsite using a mobile device. This feature simplifies the evaluation of equipment dimensions, confirms proper fit, and aids in planning for placement in tight or restricted-access areas. Currently, it is available for select equipment categories, with additional offerings under development [1][2].

Both tools are designed to simplify the rental experience and enhance productivity. United Rentals developed them based on direct feedback from contractors and operations teams across North America [1][2].

Paul Maddison, Director of Product Management at United Rentals, stated, “Smart Suggestions and Equipment Fit AR are about anticipating customer needs. By leveraging machine learning and augmented reality, we’re giving customers tools that help them make confident, informed decisions at the moment of rental. It’s about delivering the right equipment at the right time, with less friction” [1][2].

These innovations build on United Rentals’ expanding portfolio of digital capabilities, which enable customers to browse, reserve, and manage equipment rentals seamlessly from any device. From visualization to smarter checkout, the company continues to enhance its digital platform to meet customers wherever they work [1][2].

United Rentals, Inc. is the largest equipment rental company globally. With an integrated network of 1,615 rental locations in North America, 40 in Europe, 39 in Australia, and 19 in New Zealand, the company serves a wide range of customers, including construction and industrial sectors, utilities, municipalities, and homeowners. United Rentals offers a fleet of equipment with a total original cost of $22.09 billion and is a member of the Standard & Poor’s 500 Index, the Barron’s 400 Index, and the Russell 3000 Index®. The company is headquartered in Stamford, Connecticut [1][2].

References:
[1] https://www.stocktitan.net/news/URI/united-rentals-expands-digital-platform-with-smart-suggestions-and-p600bjc1loko.html
[2] https://www.marketscreener.com/news/united-rentals-expands-digital-platform-with-smart-suggestions-and-equipment-fit-augmented-reality-c-ce7c50dcda88f625