Uber Will Use Machine Learning To Reduce Surge Pricing

Many consider surge pricing to be one of the negative points of Uber. The ride-sharing service maintains that surge pricing allows it to ensure that passengers can always get a ride when they need one, even if it comes at an inflated cost. It's not like the company hasn't come under fire for using surge pricing and even though it won't do away with it entirely, Uber says it's going to use machine learning to reduce surge pricing. Surge pricing is normally implemented when there's too much demand in a given area. Passengers can find that their trips cost significantly more than they do on a day with normal demand, thus taking away the cost advantage that Uber promotes over conventional taxis.