Week 7 Case Study 15.2 – Uber AI, How has Uber’s use of AI

Week 7 Case Study

Read “Case 15.2: Uber AI” and write an essay that answers the following questions:

1. How has Uber’s use of AI and machine learning helped the company to gain a competitive edge in the transportation industry?

2. What are some examples of how Uber uses AI to improve the user experience for both drivers and riders?

3. What role does data play in Uber’s business model and how does AI help to analyze and make sense of this data?

4. How has Uber’s use of AI and machine learning impacted customer retention and demand prediction?

5. What are some potential future applications of AI and machine learning in the transportation industry, and how might Uber be at the forefront of these developments?

Requirements:

· There is no specific page requirement for your analysis. Instead, your work will be evaluated based on how thoroughly it addresses each of the questions that have been outlined for you.

· You must utilize proper APA formatting and citations throughout your paper. If you use any supporting evidence from external sources, it is imperative that you provide accurate citations for each reference.

· You must include a minimum of two sources from scholarly articles or business periodicals, aside from the course textbook. 

· Include your best critical thinking and analysis to arrive at your justification.    

 

 

Case 15.2: Uber AI

In March 2009, Uber was launched in San Francisco and became the world’s largest ride-sharing company. Uber has a mobile app where a passenger who needs a ride can connect with independent drivers. So, when the passenger requests a ride, a driver nearby accepts the request and the app estimates when the driver will arrive at the pickup location and when the customer will be arriving at the destination. One of Uber’s most valuable assets is data, which has been a key competitive edge of Uber’s business. Therefore, Uber is arguing that the company is a technology plat- form and not a pure transportation company. Uber is committed to developing tech- nologies such as AI and machine learning to fulfill the vision of creating seamless, impactful experiences for the customer when Uber’s core business is serving as a technology platform.

Uber is one of the leading companies in the transportation industry when it comes to putting AI to work as AI powers many of the technologies and services underpinning Uber’s platform. This allows the engineering and data science teams to make choices that make the user experiences much better throughout their busi- ness model. At the forefront of Uber’s effort for developing and applying advanced artificial intelligence is the Uber AI research platform. This AI platform deploys software programs in machine vision, deep learning, optimization algorithms, NLP (natural language processing), intelligent sensor positioning, etc.

Uber AI’s projects span across different platforms from mobile to back-end server stacks in order to enhance the coverage, accuracy, speed, and heading of vehicle locations. These programs have gone beyond the restrictions of GPS and provided more precise location information for drivers and riders to find each other. This is all possible because AI moves at such a high pace where it can outwork most GPS systems and give a better understanding of what to do with the data found. The recent development of Uber Heat Map has impacted the business the most. Being able to understand the demand in a certain area allows Uber to strategically place drivers in spots that will attract the most drivers. Uber can estimate the demand depending on the time and the location. The intelligent system helps drivers to be aware of when and where there is the highest demand in a particular region, and the system ensures that there are enough drivers in the demanded area. The estimate of the demand also allows the app to increase the prices in peak hours. It is also important for Uber to use this technology to ensure customer retention because the customers do not want delays on their daily rides and take a ride from another ser- vice if they cannot get from Uber. Uber makes the most money when they can pick up and drop off a rider with another rider ready to be picked up within the same location. AI helps and speeds up the process of finding riders that are close to the end location of the last ride. Uber noticed that when they began to implement these technologies, they saw improvements in demand prediction and much better pickup experiences for their customers.

Uber utilizes machine learning when (for example) the customer taps a destina- tion, the app already has suggestions based on the customer’s latest traveled destina- tions and ride history. Machine learning can discover meaningful patterns in data to help the customer get a better experience. Another factor which has a big influence on the customer’s choice is the expected time of arrival. Customers do not want to waste their time in traffic jams. Machine learning can address this issue by forecast- ing demand and then putting drivers ready in the forecasted demanded areas. Uber’s AI-based system offers estimated times of arrival (ETAs), reduces rider and driver cancellations, and makes the business process operate much more efficiently. The reliability and accuracy of the ETA are other features of Uber’s platform. When choosing an application/company to use, customers want the most accessible and easy-to-use platform and that is what Uber offers by using AI. Uber uses a conver- sational AI platform to help the support teams solve the customers’ issues as quickly and accurately as possible. This AI platform is also helping the driver not to get distracted while driving by communicating with the riders via hands-free pickup and one-click chat.

By using advanced machine learning and AI technologies, Uber has enhanced their product in multiple ways including transportation, mobility, and driver-partner navigation. Uber is also using artificial learning for fraud detection, risk assessment, safety processes, marketing spend and allocation, and matching drivers and riders. This establishment of AI within Uber has allowed them to be much more competi- tive throughout the marketplace and is why they sit at the top for (taxi services). Companies that have not implemented these technologies will be left in the dust and never be able to compete with a company like Uber. In the future, Uber wants to make visions of self-driving cars, urban aviation, and optimized cities a reality while making streets safer for road users and pedestrians with artificial learning and machine learning.

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