Grab PH launches human-led, consent-driven Driver AI Ambassador Program

The initiative uses AI to give Grab partners better exposure.

Courtesy: Grab

Additional income for Grab partners

Grab Philippines has launched a digital marketing initiative through its Driver AI Ambassador Program.

The Driver AI Ambassador Program is designed to reimagine influence, shifting it from traditional content creators to the people who live the brand every day: our driver-partners. AI is the enabler, but the stories, the voice, and the truth come from them, said Grab Philippines head of Integrated Marketing Services and Brand Marketing Jewel Oliveros.

The program is geared at translating real driver-partner narratives into publishable content with fewer constraints around time, cost, and production bandwidth, historically met by traditional content production.

Under the pilot, driver-partners provide the core story material, including interviews, recorded voice, photos, and personal anecdotes about safety, family, community, and their livelihood and experience on Grab, which are then adapted into multiple formats such as short-form videos and social assets using AI tools.

One of the first participants is Patrick Pidlawan Duque, who is a PWD GrabFood delivery-partner.

Yung magagawa ng pag-onboard po namin dito sa pagiging AI models ng Grab po, kailangan din po namin ma-expose para makilala ng iba. At para makatulong din po sa aming pamilya, he said.

This AI-enabled creator model offers a competitive compensation package, treating driver-partners as ambassadors with industry-standard remuneration. This effectively creates an additional income stream for driver-partners who opt into the program.

The Grab Driver AI Ambassador Program aligns with the Venice Pledge: Responsible AI Guiding Principles for PR and Communications, established by the Global Alliance for Public Relations and Communication Management, which calls for AI practices that are ethical, transparent, and human-centered.

Our goal is to ensure that AI serves solely as an enabling scale tool for human-first, factual stories, Oliveros said.

Ana Pista, a director for the Global Alliance and president of the Public Relations Society of the Philippines (PRSP), said the pilot could serve as a case study for the industry.

As we navigate this technological shift, the commitment to placing human dignity at the center of innovation aligns with our global mission, Pista said.

This program demonstrates that when we prioritize professional integrity and the sanctity of consent and transparency, technology like AI can elevate human connection, she added.

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