Artificial intelligence mobility startup NoTraffic U.S. Inc. said today it’s going to eliminate congestion in American cities once and for all after raising $90 million in new funding.

Road congestion in U.S. and Canadian cities is getting worse than ever as traffic agencies struggle with a lack of resources while simultaneously trying to manage increasing numbers of vehicles on the road. According to NoTraffic, many traffic agencies are understaffed, while traffic patterns are becoming less predictable as more and more cars hit the road. As a result, it says, gridlock has become commonplace in hundreds of towns and cities.

NoTraffic has developed an autonomous traffic management platform that uses AI algorithms to try and optimize the traffic lights at major intersections to facilitate a more seamless flow of traffic. It replaces traditional, timed traffic lights with a real-time digital network that can “see” and react to the level of traffic on the roads.

The platform relies on a combination of computer vision and radar technologies to detect and classify road users such as cars, bicycles, pedestrians, buses, trucks and emergency vehicles. Unlike traditional lights, which use fixed timers or simple ground-based sensors, NoTraffic’s Mobility OS platform observes the traffic in real time and then calculates the most efficient way to reduce congestion and waiting times at busy intersections.

Timing matters

Co-founder and Chief Executive Tal Kreisler told SiliconANGLE the goal is to understand exactly what’s happening at each major intersection, which is done by tracking approaching vehicles, queue buildup, pedestrian demand and changing traffic patterns. This allows NoTraffic to predict traffic conditions seconds ahead and evaluate thousands of possible scenarios. “A local algorithm then dynamically adjusts signal timing in real time and coordinates across corridors to keep traffic moving efficiently,” Kreisler said. “By combining real-time and historical data, the system proactively adapts to peak periods, unexpected events, and shifting demand — reducing delays, easing congestion, and improving safety. It can also identify risky behaviors, such as red-light running, and support safer signal operations.”

NoTraffic’s ability to differentiate between cars, bicycles, pedestrians, buses, trucks and emergency vehicles might seem like overkill, but it’s actually very important, because split second timing is needed to keep traffic flowing as fast as possible, Kreisler explained. “Different road users should not be treated the same way,” he said. “A truck accelerates differently from a car, and a bus may need signal priority to stay on schedule. A cyclist or pedestrian needs enough time to cross the road safely, and an emergency vehicle may need preemption so it can move through the intersection quickly and safely.

By identifying the nature of traffic at intersections, NoTraffic can make smarter decisions while simultaneously providing rich data to transportation operators, Kreisler said. Cities can then tailor traffic management based on their priorities. “Different municipalities often have different mobility goals,” he explained. “For example, at the University of British Columbia, the focus was on improving pedestrian safety and walkability across the campus, where tens of thousands of students and staff move between buildings every day.

NoTraffic’s sensors and cameras are simple to deploy. They can be retrofitted onto existing traffic lights and cabinets in less than two hours. Once installed, city traffic departments can quickly design, implement and test new traffic management strategies through simple software deployments, in order to see which are most effective. Previously, doing so was impossible without causing massive disruption and spending on costly hardware replacements.

Enhanced road safety

Besides easing the flow of traffic, the startup also tries to improve safety for road users. Its cameras and sensors allow it to identify near misses and proactively manage traffic signals to reduce the frequency of drivers running through red lights by up to 70%. “Optimizing traffic improves safety because it reduces the stop-start congestion, long waits and unpredictable intersection behavior that often leads to road-rage and risky driving decisions,” Kreisler added. “When signals respond better to actual conditions, drivers face less frustration, fewer sudden backups and fewer situations where they are tempted to speed through late yellows or reds.”

NoTraffic’s primary customers are departments of transportation and municipal governments, and it claims to have been adopted by hundreds of them. Its platform is used in more than 40 U.S. states, including major metropolitan areas such as Houston and Phoenix, as well as a number of Canadian cities. Phoenix Mayor Kate Gallego said her city has seen “measurable improvements” since deploying NoTraffic’s technology, including improved signal timing, shortened commute delays and reduced pedestrian wait times at intersections. “The result is more efficient intersections, less congestion and a more sustainable future for our residents,” she insisted.

The Series C round was led by PSG Equity with participation from M&G Investments, Grove Ventures, LifeX Ventures, Meitave Investment House and Next Gear Ventures.

NoTraffic said the funding from today’s round will help it to accelerate its rollout. Its short-term goal is for its platform to be deployed by one in 10 traffic agencies by the middle of the year. At the same time, it’s also going to spend money on research to improve the effectiveness of its platform and ease congestion further. “Traffic infrastructure is entering a critical transition,” said PSG Equity Managing Director Ronen Nir. “Cities need software-driven systems that can adapt continuously, not once every few years.”

Image: NoTraffic