Uber revolutionises app localisation with new technology

In a significant technological advancement, Uber’s Bangalore-based Global Scaled Solutions (GSS) tech team has revolutionised the localisation process of its app, making it considerably more efficient and streamlined. As announced in Mumbai on October 9, 2024, the team has successfully transformed 85% of the localisation process to be touchless, dramatically cutting both time and cost to one-fourth of what was previously necessary, with an aim to achieve 90% touchless localisation by December.

Localisation is an essential function for Uber, ensuring that its app is accessible to users in their native languages, therefore broadening its usability across diverse markets. This shift in process means users such as drivers and riders can navigate Uber’s platform comfortably, with little to no language barriers. Traditionally, localisation required hiring bilingual agents to input extensive hours translating the app into various regional languages. However, with advances in machine learning and Artificial Intelligence, particularly through a novel use of Generative AI, Uber is now able to automate and expedite these translations using largely monolingual agents.

The GSS teams are strategically located at Uber’s tech hubs in Bangalore and the United States, where they have been developing customised large language models. These models have significantly reduced the error margin close to zero, requiring human intervention only in rare cases where the AI cannot wholly capture the nuanced translations needed.

As a testament to these advancements, the Uber app is now available in 63 languages worldwide, including eight different languages in India alone. The emphasis on language accessibility reflects Uber’s commitment to internationalisation and provides enhanced user experience by offering localised content in a speedy and efficient manner.

Megha Yethadka, Uber’s Senior Director of Program Management and Head of GSS, expressed enthusiasm for the development, stating, “Our mission for localisation is to make our products feel local to everyone, everywhere, and we are constantly innovating on our internationalisation and localisation tech and operating models to enable a magical experience for the users.”

A practical application of this rapid localisation was demonstrated amid the crisis in Ukraine. The Uber team swiftly translated crucial communication and offered safety assurances within 24 hours, facilitating free rides at the border between Ukraine and Poland. This quick adaptation allowed Ukrainians to access critical services in their preferred language during a tumultuous period.

These advancements not only highlight Uber’s technological prowess but also its strategic global initiative to penetrate new markets and improve user engagement through seamless localisation.

Source: Noah Wire Services