DBS Rolls Out AI Coaching to Entire Workforce

In a groundbreaking move to future-proof its workforce, DBS has launched iCoach – a Generative AI-powered coaching tool developed with world-renowned executive coach Marshall Goldsmith. This innovation signals a new era of democratised, on-demand career guidance available to every DBS employee.

While coaching has traditionally been reserved for executives and top-tier talent, DBS is breaking the mould by offering personalised support at scale. The bank’s iCoach platform addresses a longstanding challenge: how to offer meaningful coaching efficiently and cost-effectively to a large, diverse workforce.

By harnessing Gen AI, DBS enables all employees – regardless of level or function – to access guidance on career development, leadership, work-life balance, and mental wellness. The tool reflects a commitment to inclusivity in professional growth.

Developed with a Legendary Leadership Thinker

iCoach was built in collaboration with Marshall Goldsmith, a globally respected executive coach with over 40 years of experience advising Fortune 500 CEOs. Goldsmith, a two-time winner of Thinkers50’s #1 Leadership Thinker in the World, helped shape the knowledge base behind the platform.

This collaboration ensures that iCoach delivers trusted insights with the same calibre once available only to the C-suite. Backed by Goldsmith’s methodologies, the tool offers guidance tailored to the bank’s internal roles and mobility pathways.

A 24/7 Career Companion

iCoach is available around the clock, providing employees with timely, contextualised career advice whenever they need it. The system integrates insights from DBS’ own organisational structure to offer actionable suggestions specific to each user’s career trajectory.

Evidence from industry studies supports the move: coaching leads to improved performance, better communication, and increased self-confidence – all critical traits in today’s evolving workplace.

Part of a Broader Upskilling Ecosystem

iCoach is just one pillar of DBS’ broader strategy to empower employees. It complements initiatives like iGrow, an AI-powered platform that matches employees to tailored learning and job opportunities, and the DBS Mentoring Programme, which connects staff to senior leaders and peers for practical guidance.

The DBS Learning Hub provides access to over 10,000 courses, while the Be My Guest Programme enables job shadowing and cross-departmental experiences. Over 4,000 such opportunities were taken up last year alone.

Real Results from Real People

Zulkarnain Barudin, an Assistant Relationship Manager at DBS, credits these programmes for his career advancement. Starting as a Call Centre Team Manager, he has made four internal moves within the bank, demonstrating the tangible impact of DBS’ people-first approach.

«My journey shows how DBS walks the talk when it comes to career development,» he said. «The support, training, and encouragement made it possible for me to grow and thrive.»

Employer of Choice in Asia and Beyond

The launch of iCoach further cements DBS’ reputation as a leading employer. In 2025, the bank topped TIME’s 500 Best Companies in Asia Pacific, and in 2024, it was named among Forbes’ World’s Best Employers. It has also held the top spot in LinkedIn’s Top Companies in Singapore for three consecutive years.

With iCoach, DBS not only reaffirms its commitment to innovation — it sets a new benchmark for employee development in the digital age.