Southeast Asia super app, Grab has partnered with VaynerMedia Asia Pacific to launch CreAItors, an AI-enhanced creative platform designed to deliver thousands of culturally tailored campaign variations within the same budget and timeframe as a traditional single-market campaign.
The platform’s first live deployment is the Group Order Content Kitchen, a campaign aimed at increasing awareness and usage of Grab’s Group Order feature. Stage 1 of the rollout has produced a system capable of more than 16,000 storytelling permutations across six Southeast Asian markets, said VaynerMedia.
Rather than focusing on one-off productions, the system blends first-party data, platform insights, and generative AI to create a continuously adaptive creative model. According to the companies, the platform is already in use and demonstrates how AI can transition from buzzword to functional business asset.
The initiative is positioned as a real-world example for marketers seeking to integrate AI into core creative operations, emphasizing scalable production, cultural relevance, and responsiveness to diverse markets.
“AI is unlocking infinite creative possibilities—allowing us to do things we were never able to do before,” said Tim Lindley, Managing Director at VaynerMedia APAC.
“This isn’t about making one brilliant ad, it’s about thousands of brilliant ads, each tailored to a cohort, enabling us to be more relevant to more people than ever before.”
According to a release, early results showed strong momentum, with shifts in awareness and adoption.
“Group Order Content Kitchen has helped bring Group Order’s value to life in a way that’s intuitive, entertaining, and genuinely useful,” said VaynerMedia.
