Grab launches AI Assistant, deepens AI push across Southeast Asia

Anthony Tan, co-founder and CEO of Grab / Photo credit: Grab

Southeast Asian super app Grab has launched several AI-powered features for consumers, drivers, and merchants.

Among them is Grab AI Assistant, which was built on various models from companies like OpenAI and Anthropic. Accessible via the Grab app’s home page, this feature lets users ask about a variety of topics, including food and drink recommendations and planning a trip.

Users can also upload photos, voice notes, and even typed shopping lists to the app to skip the item search process. Grab Shopping Agent then directs users to a checkout-ready cart based on their request.

For drivers, Grab Driver AI Assistant can guide them in navigating roads more efficiently. Drivers can also send voice messages to passengers, so they can easily communicate while on the road.

According to Anthony Tan, co-founder and CEO of Grab, these new features were made by an intelligence layer that the company has built over the years, processing accumulated data to understand the needs of users, drivers, and merchants.

“The benefits of AI shouldn’t be limited to only those who know how to use it, and it shouldn’t be limited to only those who can afford it,” he said during his keynote speech at today’s GrabX event.

“We believe that everyone, regardless of their technical skills, should have the opportunity to jump on this AI wave and not be left behind,” Tan added.

Grab AI Assistant is now available in Singapore and will be rolled out in Indonesia, Malaysia, the Philippines, Thailand, and Vietnam by the end of the year. Meanwhile, Grab Shopping Agent and Grab Driver AI Assistant can already be used in all of the company’s markets.

Another feature launched by Grab is Group Ride, which will allow up to four passengers to be on the same ride despite having different destinations. To add passengers to a trip, a user simply sends them a link. Payments can then be charged individually.

There is also a new GrabMaps system, where users can get real-time information about the traffic, weather, and even accidents that could affect their trip. The system will show the availability of electric vehicle chargers and public transport schedules as well.

Localization is one of Grab’s main priorities when rolling out new features like these, said chief product officer Philipp Kandal. He added that the company uses the “best models” for every country and region by fine-tuning and customizing them to fit local needs.

Grab also has tech teams in all of its markets to develop solutions on the ground.

“So we always test them, not only in English, but in Bahasa Indonesia, and all the other languages across the region that we serve,” Kandal explained.