How AI helped Uber find a specific commercial skill set.

Uber came to me with a very specific need. They were looking for a particular set of skills, and I had worked on making those skills clear on my website. The specific match counted for more than a broad job title.

In this instance, AI played a part in shaping the brief, and Uber staff ran the AI-assisted search that found me. It brought them to my site, where they could see the fit, and I won the work.

Make the skill set easy to recognise.

I don’t read this as a sign that every large business is replacing consultancies with independent specialists. The lesson for me is that a clearly described capability can be found against a clearly described problem. The website has to explain what I can do, who it is for and how I approach it, rather than rely on ‘commercial officer’ to do all that work.

Where the engagement stands.

The engagement was still in its early stages when this story was written. This is a story about how the work was found, not a results case study. I am not sharing the brief, internal findings or outcomes that do not yet exist.

Start with the customer, then look at the process.

The principle behind my work is that customer behaviour must inform the way the business operates. An internal process can look efficient on paper and still make buying, using or returning harder than it needs to be. I start with the behaviour we need to understand, then look at which processes should adapt.

That is my approach to commercial problem-solving. It is not a claim about Uber’s internal processes or a disclosure from this engagement.

What this means for the site.

A good website helps a person recognise the right expertise. Clear language also helps search and AI tools understand the match. It still needs evidence, a useful explanation and a straightforward next step. Being found only starts the relationship; it proves nothing about the result.

See how I approach enterprise commercial problem-solving, or read the case studies for results with their context.