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  • Public Sociologist · Author · Ethnographer

    Alex Rosenblat, PhD

    Director of Sociotechnical Research at The Markup & CalMatters and author of Uberland. I investigate how algorithms reshape work, consumer choice, and power — and translate that research for newsrooms, litigators, regulators, and product teams.

    The Markup & CalMatters PhD, University of Portsmouth
    Portrait of Alex Rosenblat
    Work & commentary featured in
    The New York Times Wall Street Journal MIT Technology Review Harvard Business Review Columbia Law Review UC Press United Nations SXSW

    Research at the intersection of technology, design, and human experience

    I audit opaque systems through qualitative research. My work surfaces what’s broken, then translates between different disciplines, industries, and institutions needed to close the gap.

    At Uber, I evaluated algorithmic workflows and product features for fairness, transparency, and trust. I also built and managed programs that surfaced driver and courier concerns across a global platform and channeled them into internal advocacy, product decisions, and policy changes. Before that, I spent seven years at the Data & Society Research Institute, conducting fieldwork across 25 cities that became the book Uberland. While gig economy companies promised that anyone with a smartphone app could become an entrepreneur, I found that ridehail drivers do have a boss — an algorithmic one.

    As the Director of Sociotechnical Research at The Markup & CalMatters, I’m currently investigating dark patterns in healthcare registration—the design choices that steer patients into sharing more data than they realize, or consenting to things they haven’t meaningfully agreed to. This work appears in The Markup & CalMatters and STAT News.

    “A must-read.”
    Chris Hughes — cofounder of Facebook, cochair of the Economic Security Project, on Uberland

    I make competing logics legible, and map how different interventions would land with a variety of stakeholders.

    2025 –
    The Markup
    Director of Sociotechnical Research
    Leading multi-state ethnographic investigations into dark patterns in healthcare by examining how consent design, data-sharing defaults, and registration flows shape patient privacy.
    2021 – 24
    Uber
    Head of Marketplace Policy, Fairness & Research
    Built a company-wide ethnographic initiative surfacing unmet user needs and product outcomes through structured driver conversations. Managed the Listen, Act & Close the Loop program that surfaced user needs at scale and translated them into priorities for product and policy changes.
    2014 – 2021
    Data & Society Research Institute
    Senior Researcher
    Seven-year independent research program on the gig economy. Researching how shifting narratives reshape the categories through which we evaluate work and consumption. Testing those frameworks against the empirical reality of how technologies affect workers in their everyday lives. 125+ interviews and 400+ field observations across 25 cities, resulting in a book, peer-reviewed publications, and regulatory impact.
    Uberland: How Algorithms Are Rewriting the Rules of Work by Alex Rosenblat

    Uberland: How Algorithms Are Rewriting the Rules of Work

    A foundational ethnographic study of ridehail work across the gig economy in the U.S. and Canada, based on four years of fieldwork. Examines how algorithmic management structures information and power for workers on ridehail platforms.

    Translated into Japanese, Chinese, Korean, and Spanish. Reviewed in leading academic journals. Covered in the New York Times, Wall Street Journal, and MIT Technology Review and international media.

    University of California Press · 2018
    125+
    In-depth interviews
    400+
    Field observations
    25
    Cities researched
    4
    Languages translated

    Writing that shapes public understanding

    2018
    The New York Times
    2017
    Policy & Internet — Best Paper Prize, Oxford Internet Institute
    2016
    International Journal of Communication

    Select keynotes, testimony, and global convenings

    2025
    New York State Assembly
    Invited witness, public hearing on AI and consumer protection
    2025
    Gyeonggi Provincial Government, South Korea
    Opportunity in AI Session Speaker
    2019
    Panelist on digital platform economies
    2019
    Talk on Algorithmic Management
    2019
    Keynote on algorithmic governance in the gig economy
    2019
    Sciences Po, Paris
    Platform governance and consumer protection
    2018
    Kobe University, Japan
    Digital platforms and labor

    Four ways to work together

    01

    Expert testimony & litigation support

    Available for consulting and select expert-witness work.

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    02

    Speaking & keynotes

    Keynotes, panels, and invited testimony for conferences, universities, newsrooms, and government bodies. Recent stages include the UN General Assembly, SXSW, Re:publica, and the New York State Assembly.

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    03

    Notes from the field

    Are you working on curious things? I want to hear about them. Send me notes from the field. I try to offer feedback, from time to time, on half-written papers, book proposals, and anything intriguing.

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    04

    Media & interviews

    Commentary and background for journalists on algorithmic management, gig work, dark patterns in healthcare, and the impact of emerging technologies on society. Quick to respond on deadline; CV available on request.

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    For speaking, expert testimony, advisory & roles, research collaboration, and media