SEATTLE — Uber is facing fresh criticism over its pricing practices after a new study claims the company has dramatically increased its profit margins by using AI-driven algorithms to raise fares and cut driver compensation.

The Columbia Business School study, authored by Professor Len Sherman, found that Uber increased its share of trip fares from about 32% in 2022 to more than 42% by the end of 2024. The report attributes the shift to the company’s alleged move to "upfront pricing," which reportedly sets fares based not only on trip distance and time but also on what an algorithm determines a rider is likely willing to pay — while simultaneously offering drivers the lowest pay they’re likely to accept.

The company’s theorized practices have drawn backlash from Drivers Union, an associa

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