United Rentals Expands Digital Tools With AI and AR
United Rentals (UR), Inc. has advanced its digital strategy with the introduction of two new tools designed to enhance efficiency and customer experience. The company has unveiled Smart Suggestions, an artificial intelligence-driven feature, alongside Equipment Fit Augmented Reality (AR), both aimed at simplifying equipment rentals and improving operational planning for contractors. Following the announcement, company shares recorded a modest rise of 0.6% in after-hours trading.
The Smart Suggestions feature uses machine learning to streamline the selection process for customers. By analysing order histories, site conditions and seasonal demand trends, the algorithm predicts requirements and recommends suitable machinery. This reduces the time contractors spend searching for equipment while ensuring that their choices are better aligned with project needs. The result is quicker decision-making and greater accuracy in matching resources to tasks.
Alongside this, Equipment Fit AR introduces three-dimensional visualisation to the rental process. Using mobile devices, customers can project virtual models of equipment directly into their work environments. This capability enables contractors to check whether machines will fit within confined spaces, optimise workspace layouts and mitigate costly errors before deliveries are made. Together, these two developments extend the company’s existing suite of digital tools, which already allow clients to browse, book and manage rentals across multiple devices.
By integrating predictive analytics and augmented reality, United Rentals is positioning itself as more than just a supplier. The company is establishing itself as a digital partner capable of anticipating the needs of customers and providing smarter solutions for long-term efficiency. These enhancements contribute to a more sustainable rental ecosystem while building stronger client relationships and unlocking growth opportunities.
The market has responded positively to the company’s direction. Over the past twelve months, United Rentals’ stock has risen by 28.9%, in contrast with a 4.3% decline for the broader Zacks Building Products – Miscellaneous industry. Performance has been reinforced by strong demand across projects and verticals, underpinning confidence in the company’s growth outlook.
In the second quarter of 2025, United Rentals reported record rental revenues of $3.4 billion, representing a 6.2% year-on-year increase. Fleet productivity grew 3.3%, while adjusted EBITDA reached $1.81 billion, equating to a margin close to 46%. These results prompted management to raise guidance of revenues, EBITDA and free cash flow for the full year period. The strategy remains focused on investments in speciality services, technology integration and expansion into major projects, with infrastructure and power seen as strong long-term drivers.
With consistent execution and sustained demand, the company continues to be well-positioned for 2025 and beyond. At present, UR carries a Zacks Rank of #3 (Hold).
Within the wider construction sector, other notable performers include Everus Construction Group Inc., Tutor Perini Corporation and Great Lakes Dredge & Dock Corporation. Everus Construction Group holds a Zacks Rank #1 (Strong Buy) and has delivered an average trailing four-quarter earnings surprise of 42.7%, with shares gaining 22.1% year-to-date. Forecasts indicate sales and earnings growth of 18% and 3.9% respectively, for 2025.
Tutor Perini, also ranked #1, has reported an average four-quarter earnings surprise of 387.2%. Its shares have surged by 147.6% year to date, with 2025 estimates pointing to revenue growth of 21.2% and earnings expansion of over 220%. Great Lakes Dredge & Dock, which holds the same ranking, has averaged an earnings surprise of 45.3% across the last four quarters and has posted a share price increase of 5.8% this year. Projections for 2025 suggest sales growth of 9% and earnings improvement of 21.4%.
By advancing its digital tools and maintaining strong operational momentum, United Rentals continues to reinforce its position in a competitive industry, demonstrating a balance between technological innovation and financial resilience.
