AI AS AN APPROACH TO ANALYZING UBER'S BUSINESS ENVIRONMENT IN THE TRANSPORTATION SERVICES SECTOR

Djilali Mezouaghi E-mail: [email protected] Associate Professor "B", PhD University of Relizane Relizane, Algeria https://orcid.org/0009-0003-5827-4338 Adda Mellah E-mail: [email protected] Associate Professor "A", PhD University of Relizane Relizane, Algeria https://orcid.org/0000-0002-6417-0418 Abstract: This study aimed to analyze the business environment of organizations that use artificial intelligence in the service industry through a SWOT analysis of Uber's global environment. The findings concluded that the company relies on artificial intelligence techniques to develop its services, such as the smart positioning system and the pricing algorithms that consider various price-determining factors, alongside a demand forecasting system to manage its customers. This reliance on AI has contributed to Uber's strengths, including its popularity, low costs, and user convenience. It has also created future opportunities for investment in self-driving cars, a broad geographical scope for expansion, and a promising outlook with the increasing number of internet users. However, these advantages do not overshadow the weaknesses, which include ease of use, traditional practices, limited customer profitability, biased pricing, and driver distribution systems. Additionally, the reliance on artificial intelligence exposes Uber to various threats, particularly in legal, regulatory, ethical, and security domains. Keywords: artificial intelligence, SWOT analysis, transport services, Uber. JEL classification: L25; L86; M15; O32