Uber 將開支由乘客優惠轉向司機獎勵，以吸引司機增加接單
Uber needs drivers. It wants to throw your money at the problem
Uber 正把開支由乘客優惠轉向司機獎勵，鼓勵司機接載更多乘客及處理更多送貨訂單。行政總裁 Dara Khosrowshahi 表示，這項調整有時會令乘客支付更高價格；Uber 亦以演算法決定獎勵金的投放方式。
Uber needs drivers. It wants to throw your money at the problem
By Alex Bitter
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Uber needs drivers, which means some riders will be shelling out more cash.
In the US and abroad, the ride-hailing and delivery service is spending money to coax drivers to take more trips and deliveries, CEO Dara Khosrowshahi said on the company's third-quarter earnings call on Wednesday. Rider prices might even increase as a result.
That's a change from last year, when Uber was spending more to attract more customers to use its app, Khosrowshahi said.
"This year, we're taking down rider incentives, and we're using those dollars to fund driver incentives," he said on the call.
The shift in spending "does mean sometimes higher prices for riders, which is something that we watch out for," Khosrowshahi added.
Uber has not faced a driver shortage this bad in years. The last time that the company talked about increasing spending on extra payments for drivers was in 2021, when it faced a driver shortfall after the pandemic forced many gig workers to stay off the road.
Since then, many drivers have faced lower pay after accounting for their expenses. Riders, meanwhile, have contended with higher per-mile fares and longer wait times on Uber, according to a study published in September.
Uber has offered some US drivers hundreds in incentive payments this fall ahead of the busy holiday season, Business Insider reported last month.
The problem is broader than the US, though, executives said on Wednesday's call.
Uber is also investing in attracting more delivery workers to its Uber Eats business, Khosrowshahi said.
And both drivers and customers in emerging markets such as Brazil and India are being squeezed by higher fuel prices, CFO Balaji Krishnamurthy said. Fuel prices have spiked in the months since the US and Israel started a war with Iran. Uber is spending on incentives for drivers in those markets, too, Khosrowshahi said.
AI is deciding exactly how and where Uber spends its incentive money, Khosrowshahi said.
Uber's algorithms are trained on "billions of trips" and make decisions "that humans just can't," he said.
"If you have a dollar, what is the maximum predicted return for that dollar?" Khosrowshahi said.
"The algorithms are making these choices," he added.
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Alex Bitter is a senior retail reporter covering Uber, Lyft, DoorDash, Instacart, and related companies. His coverage ranges from the experiences of gig workers to what's happening inside the world's biggest ride-hailing and delivery companies.Alex has also written about the retail and food industries. Convenience store chain Sheetz ended its "smile policy" after his reporting. Alex lives in the Washington, DC, area, where you can find him studying ancient coins or searching for Civil War artifacts with his metal detector in his free time.Got a tip? Reach out at abitter@businessinsider.com or via encrypted messaging app Signal at +1 (808) 854-4501.
來源：Business Insider Tech · businessinsider.com