News

The Digital Junction Ahead: Why TOCs Must Act Before GBR Arrives

26th November 2025

A railway at a crossroads

The UK rail industry is on the brink of its most significant transformation in decades. The creation of Great British Railways (GBR) promises to unify track and train, simplify governance and deliver a passenger-first culture. For Train Operating Companies (TOCs), this is both a challenge and an opportunity.

The clock is ticking. Once GBR takes full control, operators will have less autonomy over customer experience and digital strategy. The question is simple: will TOCs lead the digital revolution – or be dragged into it?

The GBR vision and its implications for TOCs

“GBR’s mandate is clear: End fragmentation, integrate infrastructure and operations and create a single accountable body for Britain’s railways. Its goals include simplifying fares, improving reliability and delivering a seamless passenger experience.”

David Oliver

Director of Transport

The Railways Bill, expected in 2025, will pave the way for GBR to become operational within 12 months of Royal Assent, with full integration of TOCs by 2027.

For operators, this means:

1. Loss of autonomy in shaping customer engagement strategies
2. Performance benchmarking against national standards for digital maturity and passenger satisfaction
3. Incentives and penalties tied to service quality and innovation.

As GBR’s own strategy states, “The railway of the future will need to partner with world-leading innovators, particularly around AI, to create a better passenger experience and greater efficiency.”

Why digital engagement is the critical battleground

Passenger expectations have shifted dramatically. Post-pandemic travel patterns demand flexibility, real-time updates and seamless digital journeys. Accessibility and safety are now non-negotiable, with initiatives like level boarding and anti-social behaviour reporting high on the agenda.

Government-backed innovation programs – such as the First of a Kind (FOAK) competition – are funding AI-driven solutions for accessibility, safety and operational efficiency. The GBR Transition Team and GBR X innovation arm are accelerating adoption of digital tools across the network.

For TOCs, the risks of inaction are stark:

1. Entering GBR with outdated systems and poor Customer Satisfaction scores
2. Losing influence over the digital standards that will define the next decade.

Conversely, early movers can shape GBR’s blueprint, secure reputational advantage and demonstrate leadership in passenger experience.

5 digital priorities for TOCs before 2027

1. Passenger experience platforms

Fragmented contact centre solutions won’t cut it. TOCs need integrated platforms that unify voice, chat and AI-driven self-service.

2. Process automation & compliance

Manual processes like refund validation, delay attribution and safety reporting are slow and error-prone.

3. Data integration & insight

Legacy systems create silos that hinder real-time decision-making.

4. Accessibility & inclusivity

GBR will enforce accessibility standards across the network. TOCs must prepare now with inclusive digital channels and real-time assistance tools.

5. AI & predictive capabilities

AI isn’t a future nice-to-have – it’s a present necessity. From disruption prediction to personalized passenger communications, AI will define operational excellence. Aligning with GBRX’s AI strategy ensures compliance and competitive edge.

Lessons from Network Rail’s digital journey

Network Rail’s Digital Railway programme offers a blueprint for transformation. By modernising signalling and automating workflows, it has unlocked capacity and improved efficiency.

The key lesson? Digital transformation isn’t just about technology – it’s about governance, culture and interoperability. TOCs that replicate this approach for customer-facing processes will be better positioned when GBR enforces standardisation.

The cost of waiting vs. the value of acting now

Waiting comes at a price:

1. Loss of influence over GBR’s digital standards
2. Higher costs from rushed compliance and system overhauls.

Acting now delivers clear benefits:

1. Modular, scalable solutions that integrate with GBR’s future systems
2. Reputational advantage as an innovator in passenger experience.

In short, the cost of delay far outweighs the investment in early action.

The digital junction is here

GBR is inevitable, but TOCs still control their digital destiny — if they act now. The tracks are being laid for a new era of rail. Make sure your digital journey is on the right line.