Grab has launched a pilot of its Driver AI Ambassador Program in the Philippines. This introduces a new approach to digital marketing that uses artificial intelligence to scale content based on real stories from driver-partners.
The initiative shifts the traditional brand ambassador model by placing driver-partners at the center of storytelling with AI tools helping turn their real-life experiences into various content formats like short videos and social media posts.
Grab says the program allows it to produce more educational and factual content efficiently while keeping stories grounded in authentic driver input.
“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.
Oliveros also added: “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. Our goal is to ensure that AI serves solely as an enabling scale tool for human-first, factual stories.”
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