Grab unveils 13 AI features at GrabX 2026, signaling a shift from ride-hailing to a smart assistant for Southeast Asia

At the GrabX 2026 event, Grab officially introduced 13 AI-based experiences, built around three core pillars: local discovery, seamless travel, and enhanced business capability.

The products are developed on Grab’s Intelligence Layer platform, an AI infrastructure that draws on data from more than 20 billion rides and orders. Grab said the platform is designed to predict behavior, optimize operations, and personalize experiences.

Driver-focused “Coach” and the Intelligence Layer

After last year’s introduction of an AI assistant for partner stores, Grab this year is launching a driver-focused version called “Coach.” Grab said the tool is being rolled out on the mobile devices of 500,000 driver partners, with expansion plans underway.

Anthony Tan, CEO and co-founder of Grab, said “Coach” was developed in partnership with OpenAI. Grab stated that the tool’s main function is to guide income growth and handle tasks so drivers can stay focused while operating a vehicle.

Tan also emphasized Grab’s approach to making AI widely accessible, saying AI benefits should not be limited to those who know how to use it or those who can afford it.

Philipp Kandal, Grab’s Chief Product Officer, said the company expects AI to take on complex tasks, helping users and partners save time and reduce pressure in day-to-day decisions.

Local Discovery: features in Vietnam and upcoming releases

Grab said the Local Discovery group includes solutions already available in Vietnam, including Grab More (ordering additional items from multiple restaurants without increasing delivery fees), GrabMaps (smart itinerary planning), and Grab Shopping Agent.

It also highlighted two upcoming products for Vietnam: Group Ride, expected to launch in Q3 2026 and described as a ride-sharing feature that can save up to 40%, and Grab AI Assistant, a comprehensive personalized assistant planned for rollout by the end of the year.

Seamless Travel: personalization and cuisine discovery

In the travel domain, Grab said it is targeting a seamless experience with Personalised Travel Experience, expected in Q3 2026, and Discover by Grab, an AI-powered cuisine discovery platform expected to be available in Vietnam by mid-2026.

Enhanced Business Capability: tools for partners and payments

Grab also said it is strengthening support for business partners with AI tools including Virtual Store Manager, Cloud Printer, and Driver AI Assistant, which it said is currently deployed in Vietnam. Grab stated these tools are intended to optimize operations, boost efficiency, and increase income.

On payments, Grab said Tap to Pay is expected to launch in Vietnam in 2027.

Strategic shift and key considerations

Grab said the simultaneous launch of AI products at GrabX 2026 signals a strategic repositioning phase. It noted that while the company previously focused on scaling and coverage, the current focus is on optimizing the experience and increasing value per user.

The move comes as Grab operates in a Southeast Asia market that has moved beyond a high-growth stage, pushing platforms to find new momentum. Grab said AI—through personalization and automation—can improve operational efficiency and help differentiate services.

Grab also pointed to challenges, including the need for consistent deployment across markets with different characteristics, and the impact of data, privacy, and user acceptance on the success of its strategy.

Implications for Vietnam

Grab said its push to accelerate AI adoption in Vietnam reflects a major bet on the market, citing growing digital consumer demand and the potential for Vietnam to become a regional hub of innovation.

With AI-based technology at the core, Grab said it aims to simplify everyday decisions for users while improving efficiency across the broader service ecosystem.