Industry News/Updates
Grab pilots AI ambassador program with drivers as content creators
Grab pilots AI program turning driver-partners into brand ambassadors.
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.
Industry News/Updates
CAMPI launches 10th Philippine International Motor Show
CAMPI launches 10th PIMS scheduled on June 4-7, 2026, at the World Trade Center in Manila.
(Photo) L-R: Victor Vinarao of Mitsubishi Motors Philippines Corp.; Atty. Rhys Alexei Murillo of Nissan Philippines, Inc.; Jing Atienza of the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI); Robert Carlos of Isuzu Philippines Corp.; and Atty. Louie Soriano of Honda Cars Philippines, Inc.
The Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI) has officially launched the 10th Philippine International Motor Show (PIMS), scheduled for June 4-7, 2026, at the World Trade Center in Metro Manila.
The biennial event carries the theme “Forward in Every Drive.” During the launch on May 7, CAMPI President Jose Maria Atienza said the 10th edition underscores the industry’s aim to foster a competitive auto industry while addressing evolving mobility demands, including challenges related to the ongoing fuel crisis.
Seventeen automotive brands will participate: BAIC, Chery, Foton, Geely, Honda, Isuzu, Jetour, Kia, MG, Mitsubishi, Nissan, Omoda and Jaecoo, Subaru, Suzuki, Tesla, Toyota, and VinFast.
The show will feature over 150 vehicle models, including approximately 75 electrified models, or about 50 percent of the lineup. Activities include product launches, previews, driving experiences, and displays on energy efficiency and mobility technologies.
First staged in 2007, PIMS is a biennial event organized by CAMPI.
Industry News/Updates
Mazda CX-8: Quiet moment on the road matters for moms juggling it all
Mazda posted a video feautring Bianca King as CX-8 offers moms space, comfort, and ease.
Mazda Philippines, on May 6, posted a video of actress Bianca King as part of its Mother’s Day message. The video highlights the idea that for mothers who drive the Mazda CX-8, the vehicle offers space, comfort, and a ride that doesn’t demand constant attention.
The video captures how motherhood is rarely picture-perfect. There are beautiful days, there are overwhelming ones, and there are those moments when you’re folding laundry while helping with homework, planning dinner while stuck in traffic, and struggling to remember the last time you had five minutes to yourself.
In between daily routines, school runs, weekend errands, and the occasional quiet drive alone, finding balance isn’t just nice to have. It matters.
For some mothers, that’s enough. Less noise behind the wheel means more room to be present, not just for the kids in the backseat, but for themselves.
“To every mom showing up with love every single day, Happy Mother’s Day,” Mazda Philippines wrote.
No grand claims. Just an acknowledgment that the daily drive, much like motherhood itself, goes a little better when it’s not a struggle.
Industry News/Updates
VinFast launches VF MPV 7 electric vehicle in PH
VinFast launches the VF MPV 7 electric vehicle in the Philippines.
VinFast has officially launched the VF MPV 7 electric vehicle in the Philippines, marking the third international market to receive the model, the company announced on May 4.
The VF MPV 7 is priced at P1,518,000 for the battery-included version and P1,239,000 under the battery subscription model. The monthly subscription fee is P2,700 for distances up to 2,000 kilometers and P4,150 for distances exceeding 2,000 kilometers.
Starting May 5, customers can place orders through VinFast dealerships nationwide. Until May 31, the first 1,000 customers will receive one year of free battery subscription for usage up to 2,000 kilometers per month. Those who purchase the vehicle with the battery included will get a direct discount of P27,200.
The VF MPV 7 is a seven-seater electric MPV targeting families. According to VinFast, the MPV segment accounts for nearly 20 percent of total automotive sales in the Philippines.
The vehicle measures 4,740 mm in length, 1,872 mm in width, and 1,734 mm in height, with a wheelbase of 2,840 mm. Cargo capacity reaches up to 1,240 liters.
The electric motor delivers 150 kW of power and 280 Nm of torque, paired with a 60.13 kWh battery. VinFast claims a driving range of up to 450 kilometers on a full charge under NEDC standards. Fast-charging from 10 to 70 percent takes approximately 30 minutes.
Owners receive free charging at V-Green stations in the Philippines through March 2029, along with a seven-year or 160,000-kilometer vehicle warranty and a 10-year or 200,000-kilometer battery warranty.
VinFast Southeast Asia CEO Antonio Zara said the VF MPV 7 is intended as an upgrade for Filipino families.
CAMPI launches 10th Philippine International Motor Show
Mazda CX-8: Quiet moment on the road matters for moms juggling it all
VinFast launches VF MPV 7 electric vehicle in PH
DENZA launches B5, B8 plug-in hybrid SUVs
Hyundai updates software on 123 Palisade Hybrid units in PH
VinFast forum: PH at ‘turning point’ as fuel prices drive BEV adoption
Ford brings mobile showroom to Antique as part of Visayas roadshow
VinFast EV rental model offers ride-hailing drivers alternative to rising fuel costs
Toyota adds two electrified crossovers to local lineup
Vinfast hands VF6 keys to motoring media for full-day test drive
