Industry News/Updates

Grab pilots AI ambassador program with drivers as content creators

Grab pilots AI program turning driver-partners into brand ambassadors.

Published

3 months ago

January 24, 2026

Mari Paulyn Magtira

Photo: Grab Philippines

Transport Network Vehicle Service (TNVS) Grab Philippines has launched a pilot program that utilizes artificial intelligence to scale content featuring driver-partners as brand ambassadors, the company announced on January 23.

The Driver AI Ambassador Program recruits participating drivers as brand ambassadors and pays them industry-standard creator rates, creating an optional additional income stream.

Under the pilot, driver-partners provide core story material, including interviews, recorded voice, photos, and personal anecdotes, which are then adapted into multiple formats such as short-form videos and social media assets using AI tools.

“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 at Grab Philippines. “AI is the enabler, but the stories, the voice, and the truth come from them.”

One of the program’s pioneer participants is Patrick Pidlawan Duque, a PWD GrabFood delivery partner. Duque said being featured provides an opportunity to share his story and increase visibility for delivery partners.

“Yun po kasi kahit paano po makakatulong rin po sa akin. Yung ma-kapagkwento ka sa mga social media (“That, somehow, will also help me. Being able to tell my story on social media),” he 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 (As we are being onboarded here as AI models for Grab, we also need to be exposed so that others can get to know us. And also to help our family),” Duque said.

The program includes governance measures to address ethical concerns around generative AI in marketing.

Participation is based on informed consent, with driver-partners briefed on how their stories, voice, and likenesses may be used. Participants have the right to opt out at any stage.

Human oversight is integrated into the workflow, and all AI-enabled outputs include mandatory disclosures for transparency.

Grab said the program aligns with the Venice Pledge on responsible AI principles for public relations and communications, established by the Global Alliance for Public Relations and Communication Management.

Ana Pista, a director for the Global Alliance and president of the Public Relations Society of the Philippines, 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,” 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,” Pista said.

Related Topics:Featured Grab TNVS Trends

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Industry News/Updates

Ford announces finalists for 25th Henry Ford Awards

Ford names 25th Henry Ford Awards finalists for motoring journalism excellence.

Published

4 days ago

April 16, 2026

Mari Paulyn Magtira

Photo: Ford Philippies

Ford Philippines has named the finalists for the 25th Henry Ford Awards (HFA), the industry’s only awards program recognizing excellence in motoring journalism, the company statement said on April 16.

The awards, now in its 25th year, features five submission categories divided into Industry Awards and Ford-specific categories.

Industry Category Awards

For Automotive Vehicle Review of the Year (Article), the finalists are Luigi Leonardo of GadgetMatch for his piece on the Kia EV9, Carlo Chungunco of Top Gear Philippines for a story on the Mazda Miata, and Raymond Gregory Tribdino of The Manila Times’ Fast Times for a review of the 2025 Mitsubishi Xpander.

In the Automotive Vehicle Review of the Year (Video) category, finalists include Earl Lee of AutoDeal for the 2025 Nissan Z NISMO, Caco Tirona of AutoDeal for the 2026 Hyundai IONIQ 9, and Alexander Zosa of Jaywalkur Motoring for the BYD Seal 5 DMi.

Ford Category Awards

The Ford Launch Story of the Year category features Kristoffer Lim of Megabites, Leandre Grecia of Top Gear Philippines, and MJ Jucutan of GadgetMatch.

For Ford Automotive Video Feature of the Year, the nominees are Jack Gutierrez of AutoDeal, Roy Robles of Zigwheels Philippines, and Caco Tirona of AutoDeal.

In the Ford Automotive Short-Form Video of the Year category, finalists are Roy Robles of Zigwheels Philippines, Charles Banaag of Top Gear Philippines, and Isaac Atienza of Go Flat Out PH.

All entries underwent two rounds of judging by members of the academe and business leaders. Video submissions were evaluated by special judges, including Ogilvy Executive Creative Director Chino Jayme and brand filmmaker Sid Maderazo of Provill Studios and Sidekick Collective.

Winners will be announced on May 5, 2026. The ceremony will also honor the Silver Mile Luminaries, motoring journalists with the most HFA wins over the past 25 years, as well as the recipient of the first-ever Butch Gamboa Lifetime Achievement Award.

Industry News/Updates

Ford offers cash discounts, low downpayment deals for April

Ford Philippines offers April cash discounts, low downpayments, and 0% interest on select models.

Published

5 days ago

April 15, 2026

Mari Paulyn Magtira

Ford Territory Hybrid (Photo: Ford Philippines)

Ford Philippines is offering special promotions this April, including cash discounts, low all-in downpayment deals, and interest-free financing across several vehicle models.

The offers cover the Ford Ranger, Everest, Territory Hybrid, Explorer, and Mustang Mach-E, the company announced on April 15.

Territory Hybrid

The Territory Hybrid Titanium X comes with a P50,000 cash discount or a lower all-in downpayment deal of P89,000. The base Territory Trend remains priced at P1,399,000 and is available at a monthly fee of P29,352.

The Territory Hybrid, launched in August 2025, features a self-charging system that recovers battery power through regenerative braking and energy capture from the engine. It does not require charging stations.

Mustang Mach-E

The all-electric Mustang Mach-E is offered with a P500,000 cash discount, bringing its starting retail price to P2,999,000. Customers can also avail of 0% interest with a 50% downpayment on a 60-month amortization plan.

Ford Everest

The 7-seater Everest Titanium+ 4×2 comes with a P110,000 cash discount or a complimentary 5-Star Care Package, which includes a free 5-year warranty, 5-year scheduled service plan, and 5-year emergency roadside assistance, plus a P70,000 cash discount.

The Everest Trend variant is available at a P79,000 low all-in downpayment or a monthly fee of P39,107. The Everest Sport comes with a P60,000 discount.

Ford Ranger

The Ranger Sport is offered with a P180,000 discount. Customers can also avail of a low all-in downpayment of P59,000 for the 4×2 variant or P69,000 for the 4×4 variant. The entry-level Ranger XLS is available at a P99,000 all-in downpayment or a monthly fee of P28,932.

Ford Explorer

The Explorer 2.3L Limited EcoBoost comes with either a P1,000,000 discount or 0% interest with a 20% downpayment on a 60-month amortization plan.

“We recognize the need to make mobility more accessible especially during these challenging times,” said Byron Daquil, Director of Retail Marketing and Business Growth at Ford Philippines. “With customer-focused promotional offers on the Territory Hybrid, Mustang Mach-E and across our vehicle lineup, we hope to provide options to enable customers to keep moving through their day-to-day with ease and efficiency.”

For more details, visit Ford Philippines website at https://www.ford.com.ph/

Industry News/Updates

Vespa launches new 180cc Sprint, Primavera models in PH

Vespa launches two new 180cc scooters at Makina Moto 2026.

Published

6 days ago

April 14, 2026

Mari Paulyn Magtira

Photo: Piaggio Philippines Corporation

Vespa distributor Piaggio Philippines Corporation has introduced two new 180cc scooter models at the Makina Moto 2026 event, expanding its lineup in the local market.

The new offerings, the Vespa Sprint and Vespa Primavera, were unveiled on April 14 at the SMX Convention Center in Pasay City. Both models come in three variants each, with prices ranging from P218,000 to P288,000.

The Primavera 180cc is priced at P218,000 for the Standard variant, P228,000 for the Primavera S, and P268,000 for the Primavera Tech. The scooter features newly designed rims and a redesigned speedometer, according to the distributor.

The Sprint 180cc lineup starts at P238,000 for the Standard variant, followed by the Sprint S at P248,000, and the Sprint Tech at P288,000. The Sprint is distinguished by sharper body lines, with the Tech variant equipped with a high-definition digital dashboard.

Both models are powered by an enhanced 180cc engine and come standard with a keyless start system and ABS brakes.

The Italian brand has been manufacturing scooters since 1946. The new Sprint and Primavera models are now available at authorized Vespa dealerships nationwide.

The Makina Moto 2026 event runs until April 17 at the SMX Convention Center in Pasay City.