Opinion

Big Data vs The Sesh: The bigger problem with Uber knowing when you’re too drunk

By Jack Palfrey

Updated May 16, 2020 at 10:07 AM

Reading time: 3 minutes

320

Seemingly oblivious (well not at all, perhaps) to their key demographic, it was recently revealed that Uber is developing a new AI system that can tell if users are drunk, allowing the driver to choose whether to accept a ride based on a variety of metrics such as your walking speed, frequent typos and whether you’re swaying around or holding the phone at a weird angle. As information technology colonises all aspects of day-to-day life, what happens when our drunken behaviour—aka our worst selves—falls into the profit-focussed world of Big Data too?

Even before going into speculations on how this data could be used in sinister ways, there’s a more obvious reason that this can pose a risk for users. When you consider Uber’s pretty terrible track-record at reporting sexual assaults committed by its employees, the idea that drivers would be able to spot drunk and vulnerable people when choosing whether to take the job is obviously a dangerous move which could easily be abused. There’s also the issue that for young women in particular, if it’s late at night and you’re drunk and alone, Uber can be a safer and quicker alternative to public transport. If these users are unable to book a lift home because they appear to be too intoxicated—bear in mind this is using superficial digital data to measure a chemical imbalance—then it could be putting them at risk even further.

Of course, there’s also the chance that this won’t extend further than the development phase, after all, that’s one perk of being a multi-billion dollar tech company: you can pump a bunch of money and resources into developing ridiculous ideas and then if they don’t work, just move on to the next. Still, I think it raises some interesting questions about the dangers imposed by the accumulation of this kind of data and, in particular, how it could be used against us—by Uber or any other private company. After all, it’s virtually impossible, by its very nature, for any kind of AI or automation to be totally free from personal, political or corporate bias, instilled consciously or unknowingly at some stage along in its development and deployment.

Uber has presented this idea as a way of keeping their drivers safe, however, I think it would be pretty naïve to presume that this is the only motive at play. That’s just how the tech industry works, data is capital and we volunteer to give it all away for the taking. One way Uber could use this would be to apply surge pricing, ramping up the price for those that appear drunk—knowing they’re more likely to accept the additional charges because of their booze-tainted decision-making or, as I’ve mentioned earlier, to avoid having to travel home alone and late at night. It’s for this reason that the ability to target us when we’re drunk would inevitably offer huge opportunities to marketers too.

It’s here when we start looking at how this technology could be misused in a wider sense where more sinister scenarios arise, such as how this feature could take on a more disciplinary usage. It almost resembles some form of digital breathalyser, only those doing the policing are the same tech companies whose business models rely on a vast mining of behavioural data for capitalistic gain.

Since back in 2015 a handful of U.S. health insurance companies have started experimenting with how they can use wearable technologies to their advantage. Luring them in with reduced rates and discounts, and even cash prizes, some companies have begun getting customers to opt-in to giving away the medical data from their Apple Watches and FitBit’s. It’s not hard to see how continual access to your biometric information would be of value to insurance companies. In a similar way, if alcoholism falls into this kind of area, then so-called signs of it in our digital footprint could be used to prevent us from a variety of different services—be it just a taxi, health insurance, or even access to certain places and areas if deployed on a more municipal level within a ‘Smart City’ that uses real-life data to inform its infrastructure and services.

Regardless of whether it does indeed go down the route, it’s clear that there’s a lot to be gained for certain parties with our drunken behavioural traits being added to the swarms of data we already outpour—posing serious threats in terms of privacy, surveillance, discipline and user safety as a result. It’s a pessimistic vision but it feels like an inevitable step in the profit-driven quest for Big Data to colonise all corners of human social experience, carving out a whole new data set for any interested party to play with as they please.

Keep On Reading

By Charlie Sawyer

Sabrina Carpenter accused of centering men on controversial album cover

By Abby Amoakuh

South Asian creators call out influencers for cultural appropriation after seeing scandi scarves at Coachella

By Fatou Ferraro Mboup

Are Aimee Lou Wood and Walton Goggins feuding? Fans freak out after The White Lotus co-stars unfollow each other

By Charlie Sawyer

From breaking up families to spreading rumours about Joe Biden’s death, here’s what QAnons been up to

By Charlie Sawyer

Here’s why the internet is convinced that Trisha Paytas’ third baby will be the reincarnation of Pope Francis

By Matilda Ferraris

From Ballerina Cappuccina to Trallalero Trallalà, we unpack the darker undertones of Italian brainrot

By Charlie Sawyer

How influencer Liv Schmidt promotes toxic eating habits through the Skinni Société 

By Charlie Sawyer

Former Harry Potter star tells reporters he doesn’t understand JK Rowling’s Twitter transphobia

By Eliza Frost

Will Belly choose herself in the final episodes of The Summer I Turned Pretty?

By Charlie Sawyer

McDonald’s hit with new mass boycott. Here’s who’s behind it and why

By Eliza Frost

Jennifer Lawrence weighs in on The Summer I Turned Pretty love triangle, revealing she is Team Jeremiah

By Eliza Frost

Bad Bunny announced as halftime act for Super Bowl 2026—and conservatives aren’t too happy 

By Charlie Sawyer

Emma Watson reveals disgusting paparazzi ambush on her 18th birthday

By Eliza Frost

How exactly is the UK government’s Online Safety Act keeping young people safe? 

By Charlie Sawyer

Australian actor Joseph Zada cast as Haymitch Abernathy in upcoming Hunger Games prequel

By Charlie Sawyer

Chris Brown is facing over 10 years in prison. Here’s how his violent past has led him here

By Eliza Frost

Why isn’t Sylvanian Drama posting on TikTok? Here’s the legal tea

By Charlie Sawyer

Trump grants white South Africans refuge after ending legal protections for Afghans facing deportation

By Eliza Frost

Do artists really owe us surprise guests at gigs, or are our expectations out of control?

By Charlie Sawyer

Penn Badgley praised for opening up about fatherhood and raising sons on Call Her Daddy