Ride-hailing app Grab Philippines, together with its motorcycle taxi service MOVE IT, is integrating artificial intelligence (AI) into its operations to enhance services and support partner-drivers and merchants.
Grab opened the Asenso Center, a one-hectare facility in Marikina City designed to help individuals join and sustain their participation in the digital economy.
“This facility is built to equip and onboard people in the digital economy,” said Ronald Roda, country managing director of Grab Philippines, during his opening remarks. “And once they are onboarded, we are able to train and sustain them and for them to get other social services.”
The Asenso Center is part of Grab’s plan to create 500,000 livelihood opportunities in partnership with the Philippine government. According to the company, it has already achieved 73% of its five-year target and is on track to surpass its goal ahead of schedule. Merchant participation also continues to grow, with the number of Community Merchants growing 30% year on year as more local entrepreneurs move their businesses online.
Technology plays a role in the Asenso Center’s programs, where AI tools are embedded into partner training and operations. These include the Merchant AI Assistant and the AI Driver Companion, both accessible through mobile devices.
The Merchant AI Assistant acts as a co-pilot for small business owners, helping automate daily tasks such as setting up promotions, updating menus, producing marketing materials, and analyzing demand trends for better inventory and staffing decisions.
Drivers can use the AI Driver Companion for real-time route optimization and demand hotspot identification, helping reduce idle time and improve potential earnings.
Among the early adopters of the Merchant AI Assistant is Coffee Blanc, a GrabFood 5-Star Eats Merchant-Partner.
“The Merchant AI Assistant is an incredible day-to-day help for us, especially in tasks previously done manually, such as generating descriptions for our menu items or updating our store hours. It’s a handy partner for MSMEs like us,” said Marvin Catimbang, COO of Coffee Blanc.
He noted that the AI assistant has also been very helpful in analyzing consumer insights, which is critical to the growth of our business.
Roda said the use of AI can help Grab partners work more efficiently and compete better in a fast-changing economy.
“Used responsibly, AI becomes a force multiplier — an exponent on every hour of work online,” he said. “Our goal is to make enterprise-grade tools accessible on a smartphone, raise standards of safety and service, and broaden the preparedness and participation of our partners in the rising AI economy.”
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