Grab is Betting on Artificial Intelligence to Triple Profits by 2028

The era of "subsidized growth" in Southeast Asia’s tech landscape is officially over. Grab Holdings, the Singapore-based giant that dominates ride-hailing and food delivery across the region, has set its sights on a massive financial milestone. At a recent strategic briefing, the company’s leadership revealed a plan to triple its adjusted core profit (EBITDA) by the year 2028. While the target is ambitious, the strategy behind it is singular: the total integration of artificial intelligence into every facet of the super-app.

For years, Grab’s path to profitability was hampered by the high cost of acquiring drivers and users in a fragmented market. However, by 2026, the company has transitioned into a "lean-tech" powerhouse. The shift isn't just about cutting costs; it’s about using AI-driven efficiency to squeeze more value out of every kilometer traveled and every meal delivered. This isn't just a corporate buzzword—it is a survival strategy in a region where competitive pressures from GoTo and other local players remain relentless.

The AI Logistics Engine

The most immediate impact of Grab's AI bet is visible in its core mobility and delivery sectors. The company is deploying sophisticated machine learning models to solve the "last-mile" puzzle. By analyzing billions of historical data points, Grab’s AI now predicts demand spikes before they happen, positioning drivers in high-traffic zones before a single passenger even opens the app.

The efficiency gains are substantial. Key AI implementations include:

• Order Batching: Using proprietary algorithms to group multiple food orders for a single courier, reducing fuel costs and increasing driver earnings per hour.

• Dynamic Route Optimization: Real-time mapping that accounts for the unpredictable tropical weather and urban density unique to cities like Jakarta and Manila.

• Automated Support: Generative AI agents that resolve over 70% of customer inquiries without human intervention, drastically lowering operational overhead.

According to reports on Grab’s financial trajectory, these marginal improvements are expected to add hundreds of millions of dollars to the bottom line as the company scales. The goal is to reach a point where the software manages the ecosystem so effectively that human oversight is reserved only for the most complex exceptions.

Fintech and the Data-Driven Bank

Beyond moving people and food, Grab is leveraging AI to revolutionize its financial services arm. In many Southeast Asian markets, a significant portion of the population is "unbanked," meaning they lack traditional credit scores. Grab is filling this void by using AI to analyze "alternative data"—such as how often a user pays for rides or their consistency as a delivery partner—to build its own credit-rating system.

This data allows GXS Bank (Grab’s digital banking venture) to offer loans and credit products to millions who were previously locked out of the financial system. By using AI to keep default rates low, Grab can scale its high-margin lending business far faster than traditional banks. This intersection of tech and finance is where the company expects to see the most explosive growth toward its 2028 profit goal.

As noted by market analysts at CNBC, the transition to an AI-centric model is what will ultimately separate Grab from being a simple utility to becoming an indispensable economic infrastructure for Southeast Asia. The company is no longer just selling rides; it is selling an intelligence layer that powers the region's digital economy.

The Road to 2028

While the roadmap is clear, the journey is not without risks. Regulatory scrutiny over AI ethics and data privacy is tightening across the ASEAN bloc. Additionally, as Grab automates more of its backend, it must balance efficiency with the welfare of its massive "gig" workforce. However, if the company successfully triples its profit as projected, it will serve as the definitive case study for how a "legacy" startup can reinvent itself through the power of artificial intelligence.

For investors, the message is simple: Grab is no longer betting on more cars on the road; it is betting on the code that tells those cars where to go. The next two years will determine if this pivot to AI can truly turn the super-app into a permanent profit machine.