United Rentals has developed a new Equipment Agent, a first-of-its-kind Artificial Intelligence-powered equipment recommendation solution.
The digital assistant helps United Rentals customers discover, compare and select the right equipment for their projects by delivering intelligent equipment rental guidance online.
“The Equipment Agent connects United Rentals’ equipment expertise with our customers’ needs,” said Tony Leopold, Senior Vice President and Chief Technology and Strategy Officer at United Rentals. “It replaces traditional searching and filtering with an intuitive, agentic chat experience. Customers using the Equipment Agent are seeing a 70% improvement in finding the right equipment for their projects.”
The Equipment Agent provides personalized recommendations based on project requirements. Through a conversational interface, customers can describe their job needs in plain language and receive tailored equipment suggestions in seconds, while also comparing equipment types and reviewing key specifications such as capacity, reach, terrain limitations and required accessories.
By simplifying equipment discovery and providing expert guidance early in the planning process, United Rentals says Equipment Agent will help customers make faster, more confident rental decisions.
The solution connects users to detailed product pages on unitedrentals.com, streamlining the path from research to reservation. Built using real customer questions and refined through extensive testing by United Rentals sales and equipment experts, Equipment Agent reflects decades of fleet knowledge and practical jobsite expertise.
Equipment Agent supports United Rentals’ broader innovation strategy, which focuses on combining digital tools, connected equipment and data insights to help customers plan, operate more efficiently and keep projects moving. By applying AI to the equipment discovery process, United Rentals is simplifying how customers identify the right solutions and accelerating the path from project planning to equipment on site.
Equipment Agent also expands how United Rentals delivers its equipment expertise to customers. By connecting users to insights drawn from the company’s extensive fleet, services and jobsite experience, United Rentals is making it easier to access the guidance and resources needed to plan and execute work with confidence.
