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Global operations system SafetyCulture is celebrating 10 years of business in the UK with the biggest transformation in its history, including a rebrand and new AI capabilities.
SafetyCulture has rebranded as Mitti, a new identity signalling its expansion beyond traditional safety management to an all-in-one operations system for the frontline. The word Mitti means “middle" – the centre of an operation, where decisions get made, and work happens. The platform connects the people on the frontline with those making decisions in the boardroom.
Since launching in Manchester in 2016, Mitti has built a UK customer base of 18,000 organisations including Unilever, DHL, H&M, Domino’s Pizza, and Network Rail.
The platform is used by workers who don't sit at a desk – 80% of the world's workforce according to the World Economic forum1 – across manufacturing, construction, retail, quick-service restaurants (QSR), energy and other industries. Tools meant to help teams are falling short, according to Mitti. A commissioned survey2 found that only around one-third of frontline supervisors find their digital tools “very effective,” according to a commissioned study conducted by Forrester Consulting on behalf of Mitti.
Central to the new Mitti platform is its ‘5 Star Benchmarking’ capability, which turns years of operational history into one clear score for multi-site operators, showing how each location is performing and, more importantly, how to improve.
The platform's new AI capabilities are built on that same frontline data. Agents gather intelligence and automate processes; AI Assistant surfaces patterns and risks, compares performance against relevant standards and regulations, creates action plans and answers questions in seconds. And AI Issue Creation turns a photo, prompt or voice note into a ready-to-review issue.
Dawid Jaworski, EMEA Lead at Mitti, said: "Every day, more than 3.4 million images and 380,000 inspections are added to our platform – captured by people on site, mid-shift, doing the actual work. That's ground truth others can’t replicate. It's the difference between software that guesses what's happening on the frontline and software that knows."
1. The World Economic Forum finding – see here.
2. The commissioned study: The Improvement Paradox – see here.
Picture: An image of the new Mitti logo, a rebrand of SafetyCulture.
Article written by Dave Mapps | Published 03 September 2026
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