Grab Philippines pilots human-led, AI-enabled driver ambassador programme

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Grab Philippines is piloting an innovative driver ambassador programme, a human-led yet AI-enabled initiative that transforms authentic driver-partner stories into multi-format marketing content. The pilot redefines brand ambassador models by placing real drivers at the heart of content creation.

Under the programme, participating driver-partners are onboarded as brand ambassadors and remunerated at industry-standard creator rates, providing an optional additional income stream. AI serves as a force multiplier, allowing Grab to scale stories efficiently without compromising authenticity.

“The Driver AI Ambassador Programme 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 Jewel Oliveros, Grab Philippines head of integrated marketing services and brand marketing.

Don't miss: Grab takes to the skies: Philippines launches drone delivery pilot

Driver-partners supply interviews, recorded voice, photos, and anecdotes on themes such as safety, family, community, and their livelihoods with Grab. These are then adapted into short-form videos, social assets, and other content formats using AI tools, while remaining grounded in the drivers’ original input.

For participants such as Patrick Pidlawan Duque, a PWD GrabFood delivery partner, the programme offers visibility and a platform to share personal narratives. “It can help me in some way, being able to share my story on social media,” Duque said, adding that being onboarded as Grab’s AI models also gives him exposure and helps his family.

The pilot incorporates robust ethical and governance measures, including informed consent, guaranteed opt-out rights, human oversight, and mandatory AI disclosures to ensure transparency. This approach aims to address concerns around the ethical use of generative AI in marketing.

Aligning with international standards, the programme follows the Venice Pledge: Responsible AI Guiding Principles for PR and Communications, established by the Global Alliance for Public Relations and Communication Management.

“We made sure we abided by international standards for AI-enabled communications because we want to make sure that we do right by our driver-partner ambassadors,” Oliveros said. “Our goal is to ensure that AI serves solely as an enabling scale tool for human-first, factual stories.”

Ana Pista, director for the Global Alliance and president of the Public Relations Society of the Philippines, highlighted the pilot as an example for the industry. “As we navigate this technological shift, the commitment to placing human dignity at the centre of innovation aligns with our global mission.”

“This programme demonstrates that when we prioritise professional integrity and the sanctity of consent and transparency, technology like AI can elevate human connection,” Pista added.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

share on