Uber faces scrutiny over algorithmic pricing disclosures in New York

Uber is facing scrutiny regarding its pricing transparency in New York. While the company maintains that it does not personalize fares for individual riders, a disclosure in its New York app states, “This price was set by an algorithm using your personal data.”

Uber clarified that this notice refers to the use of location data, which is classified as personal data under state law. The company stated that while it does not use personal data to set individual prices, it may use such information to tailor specific promotions and discounts.

Additionally, existing Uber patents describe machine-learning systems capable of analyzing user behavior—such as typing speed, phone angle, and walking speed—to infer user characteristics. Uber has noted that these patents do not establish current or past use and are not related to pricing.