What this means is that the wealthy may end up paying more for a ride on average if they're consistently travelling, say, from work in a business district to their swanky neighbourhood. On the flipside, fares for the poor may also be jammed up to the limit of what they're willing to pay for a ride if they consistently travel to and from a poor area. It's important to note that Uber isn't looking at individual customers' circumstances, the company claims, but group statistics.[Daniel Graf, Uber's head of product] said the company applies machine-learning techniques to estimate how much groups of customers are willing to shell out for a ride. Uber calculates riders' propensity for paying a higher price for a particular route at a certain time of day. For instance, someone traveling from a wealthy neighborhood to another tony spot might be asked to pay more than another person heading to a poorer part of town, even if demand, traffic and distance are the same.
"We price routes differently based on our understanding of riders' choices so we can serve more people in more places at fares they can afford," an Uber spokesperson said in an emailed statement. "Riders will always know the cost of a trip before requesting a ride, and drivers will earn consistently for the work they perform with full transparency into what a rider pays and what Uber makes on every trip."Given some of Uber's past transgressions, like the now-infamous "greyball tool" that used the company's data on riders to blacklist law enforcement, Rosenblat said that the risk is there for Uber to use the AI behind route-based pricing to set fares for individual riders, instead of merely everybody who happens to travel along a particular route."Uber certainly has a track record for using personally identifiable information to profile someone for their capacity as a user," Rosenblat said. "What guarantee do users have that they won't be individually selected to receive a higher price?"Right now, that guarantee is just Uber's word.Subscribe to Science Solved It , Motherboard's new show about the greatest mysteries that were solved by science."What guarantee do users have that they won't be individually selected to receive a higher price?"