Grab Philippines is charting a new course in digital marketing, turning artificial intelligence into a force multiplier for authentic storytelling. The company has launched a pilot Driver AI Ambassador Program, designed to transform real driver-partner experiences into scalable, publishable marketing content.
Under the initiative, participating driver-partners share first-hand material through interviews, recorded voice, photos, and personal anecdotes. These stories focus on safety, family, community, and livelihoods built on the Grab platform. AI tools then adapt the human-led inputs into multiple formats, including short-form videos, social posts, and educational assets.
By pairing lived experience with automation, Grab aims to increase content output without diluting credibility. A single recording session can be repurposed into numerous factual and narrative-driven pieces, allowing the brand to maintain authenticity while moving at digital speed.
“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,” said Jewel Oliveros, Head of Integrated Marketing Services and Brand Marketing at Grab Philippines. “AI is the enabler, but the stories, the voice, and the truth come from them.”
The program also tackles long-standing production constraints. AI reduces time, cost, and bandwidth pressures typically associated with high-volume content creation, while editorial controls ensure outputs remain grounded in verified, first-hand input.
Beyond marketing, the initiative introduces a new creator model within the platform economy. Driver-partners who opt in are compensated at industry-standard rates and recognized as brand ambassadors, creating an additional income stream and positioning Grab’s workforce at the center of its brand narrative.
The program signals a broader shift toward responsible AI, where technology scales voices, not replaces them, in modern brand-building efforts across the Philippines.
