DBS Launches iCoach: An AI-Powered Coaching Platform for All Employees
HONG KONG SAR – DBS has introduced iCoach, a generative AI-powered coaching platform developed with executive coach Marshall Goldsmith. This platform marks a shift from traditional coaching, which typically focuses on top executives, by offering personalised career guidance to employees at every level.
Coaching usually involves costly one-on-one sessions, limiting access to a select few. DBS identified generative AI as a way to scale coaching efficiently and make expert advice accessible across its workforce. iCoach provides support on career development, work-life balance, leadership at personal and small team levels, and mental wellness.
Personalised, On-Demand Career Support
Lee Yan Hong, Head of Group Human Resources at DBS, highlighted the importance of career resilience in today’s workplace. DBS supports its employees through its Triple E framework – Education, Exposure, and Experience – with iCoach adding a new layer by delivering personalised, real-time career advice powered by AI.
Betty Lam, Head of Human Resources for DBS Hong Kong, emphasised the bank’s commitment to ethical AI use. iCoach reflects this by focusing on personal and career development, while also encouraging employees to build AI skills essential for future success.
Expert-Backed Coaching Knowledge Base
iCoach’s content draws from insights by Marshall Goldsmith, a renowned executive coach with over 40 years of experience and numerous accolades including Thinkers50 Hall of Fame induction. The platform integrates DBS’s internal role structures and mobility pathways to deliver actionable guidance aligned with the bank’s career opportunities.
Research from the International Coaching Federation and BetterUp Career Coaching shows that 70% of employees who receive coaching report improved work performance and communication, while 80% experience increased self-confidence. iCoach aims to extend these benefits to a wider DBS workforce.
Supporting Career Growth Beyond iCoach
iCoach complements other DBS initiatives aimed at employee development:
- iGrow: Uses AI and machine learning to recommend personalised learning and job opportunities based on individual career data.
- DBS Mentoring Programme: Connects employees with leaders and peers for practical guidance and career insights.
- DBS Learning Hub: Offers over 10,000 curated courses for skill development.
- Be My Guest Programme: Provides job shadowing, workshops, and cross-departmental project opportunities, with over 4,000 participants last year.
Recognition for Commitment to Employee Development
DBS’s focus on career development has earned it multiple accolades. In 2025, the bank ranked first in TIME’s 500 Best Companies in Asia Pacific. It also appeared on Forbes’ 2024 list of World’s Best Employers.
In Hong Kong, DBS was recognised at the 2025 Bloomberg Businessweek Financial Institutions Awards for excellence in training programs. It also received top honors at the JobsDB Hong Kong HR Awards 2024/25, including Employer of the Year and HR Team of the Year.
For HR professionals exploring AI-powered coaching and employee development tools, iCoach represents a practical example of how technology can expand access to career support while maintaining expert insight. To explore AI training and resources relevant to HR and coaching, visit Complete AI Training.
Your membership also unlocks:
