Grab Philippines culminates its eight-city Grab Asenso Learning Caravan in Cebu, closing a nationwide tour that introduced AI tools, digital marketing training, and mobile-first payments to thousands of micro, small, and medium enterprises (MSMEs) across the country.
Long known as the “Queen City of the South,” Cebu hosted the final leg of the 2025 caravan after a multi-city run that brought Grab Asenso to entrepreneurs in key growth centers across Luzon, Visayas, and Mindanao.
“The Grab Asenso: Digital Diskarte Program is our flagship public-private initiative geared to make the digital economy more inclusive across the country. Our focus is clear: equip more MSMEs to be thriving digital entrepreneurs through upskilling, new tools, and accessible AI co-pilots,” Grab Philippines Deputy Head for Cities Paula Catanghal said. “It is fitting that we culminate our 2025 Asenso Learning Caravan here, in a city whose MSMEs embody the Sugbuanon spirit of padayon — always moving forward.”
MSMEs make up the overwhelming majority of businesses in Cebu, spanning everything from lechon and local delicacies to fashion exports, logistics, and neighborhood services. Grab underscored that these enterprises are the backbone of the local economy and are central to its own mission of building a more inclusive digital marketplace.
New Digital Diskartes for Cebu MSMEs
During the Cebu leg of the Asenso Learning Caravan, more than hundreds of MSME owners and staff took part in focused sessions on digital marketing, social media optimization, mobile photography, and AI for MSMEs. The modules are built around real-world use cases, from sharpening online visibility through programs like Grab Spotlight Campaign, to using data and simple AI prompts to improve menu design, pricing, or customer engagement.
Cebu City Councilor Jose Abellanosa, who spoke on behalf of Mayor Nestor Archival, commended Grab for its “invaluable support and commitment to providing quality service that has positively transformed the lives of countless Cebuanos.
“Grab is an essential partner in Cebu City’s growth and carrying out its mission of a smart, sustainable and inclusive community. We are confident that together, we, along with Grab’s partner drivers and merchants, can build a future where technology, stewardship and community effectively work hand in hand,” he said.
To ensure the skills translate into tangible gains, Grab paired training with mobile-first tools. The company is introducing its Merchant AI Assistant, positioned as a “co-pilot” that helps business owners improve productivity and manage day-to-day tasks more efficiently – from menu set-ups to promo strategies. Grab is also expanding access to Tap & Scan to Pay, a smartphone-based payment solution that allows even the smallest eateries to accept QR PH and credit card payments from locals and tourists.
To help entrepreneurs build resilience, merchants who activate Tap & Scan to Pay are also automatically enrolled in an Income Protection program that allows them to claim support for lost income in cases of force majeure and similar unforeseen disruptions.
Platform data from Grab’s leading MSME partners on GrabFood show that roughly 30 percent of their total transactions now come from on-demand deliveries, pointing to the growing role of digital platforms in driving revenue. Thousands of Grab’s Visayas-based merchants are also located in Cebu, reinforcing the city’s position as a key node in the region’s digital economy.
