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Grab Thailand and OpenAI launched GO Forward with AI on October 14, 2026, a GrabAcademy training partnership designed to teach more than 3,000 Thai drivers, delivery riders and merchants how to use ChatGPT in practical work. The Thailand rollout is the first expansion of a two-year Southeast Asian program intended to reach 30,000 Grab driver, delivery and merchant partners.
What GO Forward with AI is
GO Forward with AI is an in-person AI-skilling initiative run through GrabAcademy. Rather than offering only access to a chatbot, the program uses half-day workshops based on the OpenAI Academy curriculum and adapts the material to local business and work situations. Grab also plans to train GrabAcademy trainers so the lessons can reach additional partners over time.
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The Thai launch targets more than 3,000 participants. The audience includes restaurant and other merchants, passenger drivers and delivery riders. The stated objective is practical use: improving day-to-day productivity, customer interactions, business promotion and personal earning opportunities.
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What the Thai courses teach
For merchants: Grow Your Business with ChatGPT
The merchant module, titled Grow Your Business with ChatGPT: Attract, Engage & Retain Your Customers, focuses on using AI to support customer acquisition and retention. Its topics include:
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- Finding and interpreting customer insights
- Developing visual branding
- Creating social-media content
- Analysing customer reviews
- Building customer-loyalty ideas
For a restaurant or shop, those skills can help turn customer feedback into menu or service improvements, produce promotional drafts more quickly and maintain a consistent brand voice. The program teaches use cases; it does not announce guaranteed sales increases or a specific financial return for participating merchants.
For drivers and riders: Grow Your Earnings with AI
The driver and delivery-rider module is titled Grow Your Earnings with AI: Smarter Shifts, Better Service & New Opportunities. It covers:
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- Productivity and shift planning
- Customer service
- Real-time translation
- Financial budgeting
- Marketing and personal branding
- Ideas for supplemental income
That mix is relevant to workers managing variable income. Budgeting can help organise irregular cash flow, while translation and service prompts may make some customer interactions easier. The announcement does not provide a calculation of expected additional earnings, nor does it promise that AI use will increase bookings or delivery volume.
How the initiative fits Grab’s wider AI rollout
GO Forward with AI adds training to AI tools that Grab says are already used in Thailand. Grab reported that more than 275,000 Thai merchants were using its GrabMerchant AI Assistant, introduced in 2025. It also said 120,000 Thai drivers had adopted its Driver AI Assistant after that product’s official September 2026 launch. Grab says the Driver AI Assistant was developed with OpenAI technology.
| Program or tool | Audience | Scale or timing stated by Grab | Purpose |
|---|---|---|---|
| GO Forward with AI workshops | Thai merchants, drivers and delivery riders | More than 3,000 Thai participants; launched October 14, 2026 | Hands-on ChatGPT skills for business growth, service and earnings |
| Regional GO Forward with AI program | Grab partners across Southeast Asia | 30,000 partners over two years | OpenAI Academy-based, locally adapted training |
| GrabMerchant AI Assistant | Thai merchants | More than 275,000 users reported in 2026 | Merchant assistance; introduced in 2025 |
| Driver AI Assistant | Thai drivers | 120,000 users reported after September 2026 launch | Driver support; developed with OpenAI technology |
The figures are adoption counts reported by Grab, not independent measures of improved income, profit or productivity. They also describe different things: workshop participation is a new training target, while assistant figures are reported tool users.
When the regional program reaches other countries
The broader two-year initiative began in Singapore. In 2026 it expands to Thailand, Indonesia and the Philippines. Grab and OpenAI schedule the next expansion to Malaysia and Vietnam for 2027. The regional target is 30,000 driver, delivery and merchant partners, with Thailand’s more-than-3,000-person goal forming one part of that total.
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Country-level enrollment dates, selection rules and workshop schedules beyond the announcement were not specified. Grab has also not announced a public enrollment portal, referral arrangement or commission program for the training.
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The partnership behind the announcement
Grab and OpenAI announced a strategic collaboration on May 30, 2024. That arrangement covered AI solutions for Grab users, partners and employees and included an initial ChatGPT Enterprise pilot for Grab employees. In April 2025, Grab described merchant and driver AI solutions developed with OpenAI and Anthropic. The 2026 training initiative extends that relationship from deploying tools to teaching partners how to use generative AI themselves.
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Grab Thailand Country Head Chantsuda Thananitayaudom said the company’s “AI-First with Heart” approach emphasises using AI to improve operational efficiency while empowering merchants and drivers. OpenAI Managing Director for Asia Pacific Kiran Mani said access alone is insufficient as AI capabilities advance, underscoring the program’s focus on guided practice.
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What the announcement means for workers and small businesses
- Training is the differentiator: Participants are expected to practise workflows in workshops rather than simply receive access to a general-purpose tool.
- Use cases are income-adjacent: The curriculum addresses budgeting, customer service, marketing and loyalty, all of which can affect how workers manage or seek revenue, but no financial outcome is guaranteed.
- Scale will depend on trainers: Training GrabAcademy instructors could allow the program to reach more partners than the initial Thai workshops.
- Adoption is not the same as impact: Reported assistant usage shows reach, but the announcement does not disclose retention, earnings, sales or cost savings attributable to the tools.
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