DBS debuts iCoach, a GenAI powered coaching platform that scales personalized career guidance across its workforce.
DBS has launched iCoach, a GenAI tool built with leadership guru Marshall Goldsmith. It democratizes coaching, previously limited to executives or high-potential talent. The bank aimed to solve the challenge of scaling personalized coaching affordably—traditionally one-on-one and resource-heavy.
iCoach uses GenAI to offer 24/7, on-demand career guidance tailored to each employee. It draws on DBS’s internal context—such as roles, functions, career paths—and Goldsmith’s four-decade expertise. The system personalizes advice on career growth, leadership, work–life balance, team dynamics, and mental wellness.
The AI coach overcomes historical barriers to coaching scale and cost. By automating first-line guidance, it frees human coaches to focus on complex cases. Employees gain resilience and development support whenever they need it. Internal data shows coaching drives a 70% improvement in performance, relationships, and communication, and an 80% boost in self-confidence.
By embedding GenAI into its Triple E framework (Education, Exposure, Experience), DBS empowers teams to upskill and adapt for future work demands. iCoach integrates with ongoing efforts like iGrow (AI career matching), mentoring programs, and access to over 10,000 learning modules. This holistic ecosystem ensures that GenAI amplifies—not replaces—human-led development, building a future-ready workforce.
