Ride-hailing and delivery platform Grab Philippines has started a pilot program that uses artificial intelligence (AI) to turn real driver-partner stories into marketing content, while keeping drivers in control of how their stories are used.
The Driver AI Ambassador Program uses AI tools to help produce videos and social media posts based on interviews, voice recordings, photos, and personal experiences shared by participating driver-partners. Grab said the goal is to make content production faster and less costly, while keeping it based on real people and real experiences.
The pilot shifts the role of brand ambassadors from professional content creators to driver-partners who work on the platform daily. AI is used to adapt one human-led session into multiple formats, but the source material comes directly from the drivers.
“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 of Grab Philippines. “AI is the enabler, but the stories, the voice, and the truth come from them.”
Driver-partners who join the program are paid as ambassadors, creating an added income option. One of the pilot participants, Patrick Pidlawan Duque, a PWD GrabFood delivery-partner, said the program helps drivers gain visibility.
Grab said participation is voluntary and based on informed consent. Driver-partners are briefed on how their voice, image, and stories may be used, and they can opt out at any stage. Human review is part of the process, and all AI-generated content includes disclosures.
The program follows the Venice Pledge on responsible AI use in communications.
“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.
“This program demonstrates that when we prioritize professional integrity and the sanctity of consent and transparency, technology like AI can elevate human connection,” said Ana Pista, director at the Global Alliance and president of the Public Relations Society of the Philippines.
