RIDE-HAILING giants Uber and Lyft faced public backlash this week after they hiked fares during the New York subway shooting.

Whilst both firms have refunded or offered concessions for the error, it is understood that the pricing change was a result of automated systems.

However, speaking with City A.M., head of TMT research at Mirabaud Equity Neil Campling said that whilst AI may be at fault in this case, a "less charitable" view would focus on the firms' previous track record for surge price controversies and worker's rights.

He criticised the likes of Uber for being "reactive" rather than "pre-emptive".

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