Uber (NYSE:UBER) is venturing into new territory with a pilot program to engage drivers and couriers through enriching digital tasks during their downtime. By facilitating tasks like uploading documents and recording audio samples, Uber aims to offer its workforce additional income streams while waiting for ride requests or charging electric vehicles. This initiative aligns with the company’s strategic exploration of data-labeling opportunities, tapping into its existing driver network to perform these tasks.
Data-labeling as part of A.I. development isn’t new, but Uber’s method of engaging current drivers for this function adds a unique twist. Previously, AI Solutions Group of Uber was active, utilizing independent gig workers for data-labeling tasks. The shift to incorporate Uber’s own network of drivers demonstrates a strategic pivot. Simultaneously, other big players like Scale AI and Surge AI in this sector also vie for business, along with companies like xAI that have launched in-house initiatives.
Why is Uber Exploring Digital Tasks for Drivers?
To enhance earnings for drivers and couriers even when not on the road, Uber introduced this pilot scheme set for a launch later this fall. Megha Yethadka, overseeing this initiative for Uber, noted the project’s positive reception in India, where it has already been tested. This pilot targets U.S. markets, providing drivers with an organized method to engage in non-driving income-generating tasks.
What Does Uber Hope to Achieve with this Strategy?
Uber initiated this pilot to broaden income opportunities for its workforce. CEO Dara Khosrowshahi has emphasized drivers seeking additional ways to earn.
“Drivers have asked for more ways to earn, even when they’re not on the road,” stated Khosrowshahi.
This pursuit not only broadens financial prospects for drivers but sidesteps traditional roles threatened by automation and autonomous vehicle adoption.
Uber’s plans for digital tasks were initially spotlighted at the Bloomberg Tech Summit in June. Beyond just local trials, the broader implication of embracing the digital task sphere underscores Uber’s commitment to leveraging its human resources pool creatively.
“These tasks were completed by independent contractors outside the app,” shared the global head, marking a shift in approach.
Combining this strategy with other recent updates, such as the heat map tool and women-rider preference, indicates Uber’s efforts to be more adaptable to driver needs and industry changes.
This pilot initiative and other new tools were recently unveiled during Uber’s Only on Uber event. There, the company focused on innovations birthed from driver feedback. As many in the industry eye the potential risks and rewards of data-labeling, Uber’s movement is notably consistent with the company’s drive to innovate and provide diverse earning avenues for its workforce.
At the heart of this strategy is an aim to responsibly transition into a more digital-focused model while maintaining its core operating principles. While there is competition from existing data-labeling firms, integrating such efforts more closely with Uber’s driver ecosystem might set a precedent for industry practice. This approach, if successful, could influence how vanguard technologies like AI engage with the gig economy’s human element.
