The AI competition is intensifying in ride-hailing and delivery, particularly among multi-service platforms such as Grab, Be, and Xanh SM. These platforms are investing significantly in AI to optimize user experience, personalize services, enhance operational efficiency, and predict demand. In this race, they are not merely competing for market share but also striving to shape the technological landscape of the future.
In the past, it was common to see ride-hailing drivers and passengers struggling to find each other in crowded streets. Today, however, a Grab driver can arrive at the exact pickup point within three minutes of a booking, or a Be user can locate their favorite coffee shop with just a vague keyword—an effortless experience made possible by artificial intelligence (AI). Quietly but profoundly, AI is revolutionizing Vietnam’s ride-hailing and delivery industry.
According to Google, Temasek, and Bain & Company, Vietnam’s digital economy is expected to reach $45 billion by 2025, with ride-hailing and e-commerce leading the growth. This presents a fertile ground for platforms like Grab, Be, and Xanh SM to harness AI for enhanced user experiences. Particularly in the post-pandemic era, the surging demand for digitalization and personalized services has accelerated the AI race into its final stretch.
Starting as a ride-hailing app, Grab has evolved into a "super app" offering 12 services, ranging from food delivery to digital payments. To manage this complex ecosystem, Grab has made a bold bet on AI.
Recently, in a statement released alongside its latest financial results, CEO Anthony Tan highlighted that Generative AI could enhance the overall health of Grab’s marketplace. The platform has announced the deployment of Generative AI for natural language processing, demand forecasting, and marketing automation. Its GrabRideGuide tool leverages AI to analyze real-time data, helping drivers reduce idle driving distance by 20%.
With a $250 million investment in AI since 2019 and strategic partnerships with Microsoft and OpenAI, Grab has demonstrated its ambition to integrate AI across all its services. Philipp Kandal, Grab’s Chief Product Officer, emphasized: “AI not only boosts efficiency but also frees people from repetitive tasks, allowing them to focus on innovation.”
While Grab leverages its financial strength, Be—a homegrown Vietnamese platform—has chosen a knowledge-driven approach through strategic partnerships. As a "super app" integrating 12 services, Be collaborates with Aitomatic, an AI company founded by Dr. Christopher Nguyễn, a former Google engineer, to harness Generative AI.
At the AISC 2025 conference, Be representatives revealed that AI has been integrated into four core areas: system optimization, search, service evaluation, and mapping. Their smart ride allocation system reduces waiting times by 30% by analyzing multidimensional data, including weather, events, and traffic conditions. The "one-touch" search function enhances urban user experiences, while AI-driven service evaluation assesses driver and passenger behavior. Additionally, real-time map updates enable better navigation through complex city routes.
These AI-driven solutions not only improve Be’s operational efficiency but also create a seamless and convenient user experience, reinforcing its position in the highly competitive Vietnamese ride-hailing market.
Additionally, with a fresh capital infusion of VND 739.5 billion from VPBank Securities, Be has expanded its service ecosystem into delivery and digital financial services. This strategic move enables Be to continuously innovate and create added value for users, ultimately attracting a more loyal customer base.
While Grab and Be focus on optimization, Xanh SM has taken a sustainability-driven approach to AI integration. In 2023, the company introduced an AI-powered route analysis system that reduces electricity consumption by 15% while predicting demand in "green" areas with charging stations. Although its AI investments are not yet as extensive as its competitors, Xanh SM demonstrates how AI can align with environmental goals.
Dr. Nguyễn Quang Đồng, Director of the Institute for Digital Policy Research, emphasized: “AI enhances platform competitiveness, but striking a balance between automation and human factors is crucial. Ethical AI challenges, such as algorithm transparency and data protection, must be prioritized.”
A 2023 report by Nielsen Vietnam revealed that while 68% of users are willing to share personal data for a better experience, 52% fear potential misuse. This underscores the need for a clear legal framework, especially as Vietnam is in the process of drafting a Personal Data Protection Law.
Overall, the AI race among platforms is driving an unprecedented wave of innovation. Users benefit from faster, smarter services, but a crucial question remains: Are these technologies truly serving the public interest, or merely reinforcing corporate dominance? Consumers must also reflect—does the convenience they gain justify the trade-off of their personal data?
In this AI competition, there may be no outright losers, but the ultimate winners will be the platforms that prioritize human-centered technology—where AI serves, rather than dominates.
(According to Dien dan Doanh nghiep)
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