AI-enabled gig economy rises in the Philippines

How new training facilities and AI tools are shaping flexible work for Filipino drivers, riders, and small entrepreneurs

The gig economy in the Philippines continues to grow, with an estimated six to seven million Filipinos now working in gig roles. Many turn to flexible work for extra income and opportunities to build small businesses. A recent Ipsos Strategy3 study found that gig workers are drawn to roles that allow them to control their schedules and work from almost anywhere, a particular advantage for parents, students, and those juggling multiple responsibilities.

Micro, small, and medium enterprises (MSMEs) are also leaning more on gig workers to keep up with changing customer demand. Delivery and ride-hailing platforms have become central to this shift, helping businesses scale without adding full-time staff. This system creates opportunities but also exposes long-standing gaps: earnings can be inconsistent, and accessing social protections remains a challenge for many workers.

Technology is helping narrow some of these gaps. Many apps now automate routing, customer communication, and earnings tracking, giving workers a clearer picture of their operations and helping them manage their time more efficiently. For gig workers who treat their roles like small businesses, these tools offer a path toward more predictable work.

Gig work support

This backdrop sets the context for the launch of the new Grab Asenso Center in Marikina, a one-hectare facility built to train delivery riders, driver-partners, and merchant-entrepreneurs. The center offers structured workshops, mobile-first AI tools, and guided support to help partners grow their income and manage their operations with more confidence.

Grab Philippines country managing director Ronald Roda said onboarding used to be limited by space constraints. “One of our biggest challenges was volume—we could bring in thousands a day, but the quality wouldn’t always be there,” he said. “That’s why the center is so important. It helps us train people better, so the service improves along with the numbers.”

AI enablement is a core part of the center’s approach. Grab said its AI features follow four rules: improve safety, protect privacy, keep people in control, and remain easy to learn. That includes encouraging safer behavior, limiting data collection, allowing human override on all AI suggestions, and offering short in-app tutorials so partners can use the tools confidently.

 

Shifting habits, new priorities

Roda noted that demand patterns today differ from pre-pandemic years. “Before the pandemic, the number one use case for Grab was to go to the office. Today, it’s more for leisure. Work habits have changed; PUV patterns have changed.”

As digital platforms evolve, the gig economy is expected to keep expanding. New features—like group rides, automated merchant tools, and AI-driven insights—signal how quickly technology is reshaping day-to-day work for drivers, riders, and merchants.

Government support

DICT Secretary Atty. Henry Aguda attended the launch, highlighting the agency’s support for strengthening digital work opportunities and expanding access to the gig economy. The DICT continues to back initiatives that combine technology, skills training, and fair digital participation.

Aguda’s estimate of six to seven million Filipinos in gig roles include riders, delivery partners, freelance service providers, and other workers outside traditional employment structures. Because they are not classified as regular employees, many face challenges accessing financial services, credit tools, and long-term protections.

“Gig workers may not fall under traditional employment, but they deserve access to services that recognize the consistency of the work they do,” Aguda told radar Business on the sidelines of another event, the launch of the RCBC Pulz App U.S. Account last week.

Professionalizing the sector

The launch of the Grab Asenso Center marks a push to professionalize gig work. Training sessions focus on platform tools, customer service, and practical business guidance. Drivers gain access to route insights, peak-demand alerts, and recommendations based on passenger patterns. These are features that help make day-to-day work more manageable in a setup where efficiency directly influences income.

The center also streamlines access to social protection. Partners can enroll in SSS, Pag-IBIG, and PhilHealth onsite with guided assistance, while private insurance options from Chubb and AXA are available for added security. High-performing partners may qualify for subsidized contributions aimed at strengthening their financial footing.

While gaps remain, especially in earnings stability and access to benefits, the rollout of facilities like the Asenso Center points to a model where training, technology, and social protections move together. For many Filipinos who rely on flexible work, these shifts may help shape a more sustainable and inclusive gig economy in the years ahead.