Grab Philippines has launched a pilot program that uses artificial intelligence (AI) to turn real driver-partners into brand ambassadors, testing a new model for producing marketing content that is human-led and consent-driven.
Dubbed the Driver AI Ambassador Program, the initiative uses AI tools to adapt interviews, recorded voices, photos, and personal stories from participating driver-partners into multiple content formats, including short-form videos and social media materials.
Grab said the goal is to scale factual and educational storytelling without relying on traditional influencers or large production teams.
“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 Jewel Oliveros, head of integrated marketing services and brand marketing at Grab Philippines.
Under the pilot, driver-partners supply the original material, which is then adapted using AI while remaining anchored on their real input.
Grab said the approach reduces time, cost, and production constraints while keeping human oversight in place to avoid misrepresentation.
One of the program’s first participants, GrabFood delivery-partner Patrick Pidlawan Duque, said joining the initiative allows delivery workers to share their experiences more widely.
“Yun po kasi kahit paano po makakatulong rin po sa akin. Yung ma-kapagkwento ka sa mga social media,” Duque said. “Yung magagawa ng pag-onboard po namin dito sa pagiging AI models ng Grab po, kailangan din po namin ma-expose para makilala ng iba. At para makatulong din po sa aming pamilya.”
Grab added that participating driver-partners are compensated under an industry-standard model, creating an additional income stream for those who opt in.
The company said the pilot includes governance measures addressing ethical concerns around generative AI. Participation is based on informed consent, with clear briefings on how stories, voices, and likenesses may be used. Driver-partners may opt out at any stage, and all AI-generated content carries disclosures to ensure transparency.
Grab said the program aligns with the Venice Pledge on responsible AI use in communications, developed by the Global Alliance for Public Relations and Communication Management.
“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.
“Our goal is to ensure that AI serves solely as an enabling scale tool for human-first, factual stories.”
Ana Pista, director at the Global Alliance and president of the Public Relations Society of the Philippines, said the pilot could serve as a reference for the communications industry.
“As we navigate this technological shift, the commitment to placing human dignity at the center of innovation aligns with our global mission,” she said.
“This program demonstrates that when we prioritize professional integrity and the sanctity of consent and transparency, technology like AI can elevate human connection.”
