GMB Union backs call for action on Uber’s dynamic pricing model following report release
- Perry Richardson
- Jun 20
- 2 min read
The GMB Union has welcomed new findings from a University of Oxford and Worker Info Exchange study that suggests Uber’s dynamic pricing system has reduced driver earnings while increasing the company’s profits.
Eamon O’Hearn, GMB National Officer, said the report echoed what many of the union’s members have been reporting for some time. “GMB members have reported declining earnings since the introduction of dynamic pricing,” he said. “This report appears to support those concerns.”
The research, based on 1.5 million trips collected from 258 drivers, found that Uber’s dynamic pay system — powered by artificial intelligence — has cut average gross hourly pay, widened income inequality among drivers, and increased Uber’s take from each fare. The findings also showed that drivers now spend more time on standby without pay and face a system that is less transparent and more difficult to navigate.
GMB has long pushed for greater transparency around pay systems in the gig economy. O’Hearn said: “We have called for greater transparency around earnings in the gig economy sector in general — a basic foundation for collective bargaining.”
The union plans to review the findings in more detail and consult its members on how to respond. The move raises the possibility of renewed efforts to push for tighter regulation of gig economy platforms, enforcement of existing employment rulings, and improved worker protections.
The study’s findings have added to wider concerns about the use of algorithmic decision-making in work allocation and pay calculations. Worker Info Exchange estimates that Uber drivers in the UK have missed out on $1.6 billion in earnings over the last year due to changes in how fares are calculated and shared.
While Uber has disputed the findings, stating that drivers continue to earn well and enjoy flexibility, the union’s support of the report increases pressure on the platform to address calls for fairer treatment.
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