Grab is testing a new way of telling brand stories—one that puts everyday driver-partners front and center, with a little help from artificial intelligence.
Piloted in the Philippines, Grab’s new Driver AI Ambassador Program reimagines the traditional influencer model. Instead of relying on full-time content creators, the initiative features real Grab driver-partners, using AI to scale and adapt their stories into multiple digital formats.
The idea is simple: drivers share their real experiences—through interviews, recorded voices, photos, and personal anecdotes about work, family, safety, and community. From a single human-led session, AI tools help turn these stories into short videos and social media content, making production faster and more efficient without losing authenticity.
“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.
One of the pilot participants, Patrick Pidlawan Duque, a GrabFood delivery-partner and person with disability (PWD), said the program gave him a chance to be seen and heard. Being featured on social media, he shared, helps people better understand delivery-partners and supports his family through added income.
Grab treats participating drivers as paid ambassadors, offering industry-standard compensation—creating an optional new income stream on top of their regular work.
The company has also built in safeguards around ethics and transparency. Drivers join through informed consent, can opt out at any time, and all AI-generated content includes clear disclosures. Human oversight remains part of the process to prevent misrepresentation.
The 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.
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.”
