Grab Philippines has launched a pilot Driver AI Ambassador Program, introducing a human-led, consent-driven approach to using artificial intelligence in digital marketing.
The initiative reimagines traditional brand ambassador models by combining real driver-partner stories with AI tools to scale content creation efficiently. Grab said the program enables the production of factual and educational storytelling assets from a single human-led session, while keeping the narratives grounded in authentic driver experiences.
According to Grab Philippines Head of Integrated Marketing Services and Brand Marketing Jewel Oliveros, the program shifts influence from conventional content creators to driver-partners who represent the brand daily. AI serves only as an enabler, while the voice and stories remain human-led.
Under the pilot, participating driver-partners contribute interviews, recorded voices, photos, and personal anecdotes related to safety, family, community, and livelihood. These materials are then adapted into multiple formats, including short-form videos and social media assets, using AI tools. Grab emphasized that all outputs are based on real, provided input.
One of the pilot participants, Patrick Pidlawan Duque, a PWD GrabFood delivery-partner, said the program helps amplify the visibility of delivery-partners and provides an additional income stream. Grab noted that participants are compensated at industry-standard rates and treated as brand ambassadors.
The program includes governance measures addressing ethical concerns around generative AI. Participation requires informed consent, with clear explanations on how stories, voices, and likenesses may be used. Driver-partners may opt out at any stage, and all AI-generated content includes mandatory disclosures. Human oversight is embedded to prevent misrepresentation.
Grab said the initiative aligns with the Venice Pledge: Responsible AI Guiding Principles for PR and Communications by the Global Alliance for Public Relations and Communication Management, which promotes ethical, transparent, and human-centered AI use.
Ana Pista, director of the Global Alliance and president of the Public Relations Society of the Philippines, said the pilot could serve as an industry case study, demonstrating how AI can support human connection when guided by consent, transparency, and professional integrity.