In Conversation: Keith Eadie and Royce Teo on How DBS Bank Redefines Banking with Generative AI
04-04-2025
The financial services sector is among the most heavily regulated globally, driven by the need for trust and compliance. In this complex environment, Generative AI (GenAI) is proving to be a game-changer, enabling banks to innovate without crossing regulatory lines.
DBS Bank is leading the charge in this transformation. I caught up with Royce Teo, Group Head, Regional Martech and Cognitive Banking to discuss how DBS Bank is leveraging AI to create personalised, efficient, and compliant customer experiences.
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Redesigning the operating model
DBS Bank recognised early on that GenAI adoption would be a key differentiator in banking. With a strong data foundation and agile working methods, the bank has successfully scaled GenAI across its operations.
One of the most defining aspects of DBS Bank’s GenAI approach has been its decision to reshape its operating model around the customer journey, a strategy known as Managing through Journeys (MTJs).
By aligning their teams with customer journeys rather than traditional functional departments, DBS Bank can now personalise services and predict customer needs.
The bank also knows that blending technology with human interaction is crucial, especially for complex financial matters. By analysing over 15,000 customer attributes, their data-driven insights help provide tailored financial guidance to five million clients, complemented by face-to-face consultations with relationship and wealth managers.
Navigating industry and governance standards
Aligning to the regulatory landscape in the financial sector industry is no small feat, especially around potential risks such as data privacy and bias. As DBS Bank leans into GenAI, it does so with a strong framework of safeguards to ensure compliance and protect customer interests.
The bank developed its own proprietary PURE framework, which stands for ‘Purposeful, Unsurprising, Respectful, and Explainable’. This framework governs their GenAI usage, ensuring that all GenAI-driven initiatives are aligned with the bank's core values of transparency, fairness, and accountability.
Additionally, DBS Bank expanded upon this with its Responsible Data Use model, which integrates the PURE framework and a governance model to ensure that data is used ethically and responsibly.
Amplifying personalisation with Adobe solutions
Personalisation is at the heart of DBS Bank’s GenAI strategy, with a strong focus on using GenAI to create customised experiences at scale. DBS Bank is also exploring GenAI to synthesise information from financial markets to better match products to customers.
DBS Bank is not just looking at improving operational efficiency, they are redefining how they engage with customers at every touchpoint. Adobe’s solutions have helped DBS Bank scale and personalise customer interactions.
“Adobe's leadership in creative design makes it a natural partner as we navigate the potential of GenAI to enhance content creation and accelerate innovation in our customer communications.”
Royce Teo
Group Head, Regional Martech and Cognitive Banking, DBS Bank
DBS Bank has been working with Adobe since 2008, with Adobe Analytics as a part of their digital ecosystem. From UI/UX design to customer journey optimisation, Adobe tools have helped in service operations, helping the bank address customer pain points proactively. Adobe Target has also been instrumental in scaling experimentation, especially in areas like A/B testing and web personalisation.
Building a productive workspace
Royce’s advice for companies embarking on their GenAI journey is clear: collaboration is key. “Avoid silos,” he stresses. The main takeaway is to nurture a culture of experimentation and continuous learning as technology evolves.
At DBS Bank, governance and ethics are built into their GenAI strategy from the start. By leveraging frameworks like PURE, the bank ensures its GenAI projects meet both business goals and regulatory requirements.
Royce sees GenAI's real potential in freeing employees from repetitive tasks. He believes the possibilities are highly promising, as automating routine work allows employees to focus on more valuable tasks and tap into their creativity.
Shaping the future of banking
DBS Bank is laying the groundwork for a future where technology and human expertise work hand-in-hand. By combining GenAI’s power with strong governance, the bank proves that innovation and compliance can coexist. The result? More personalised, data-driven services that create value for both customers and employees.
For leaders looking to follow DBS Bank’s example, the key is simple: focus on data and prioritise the customer journey to create lasting value.
Learn how you can partner with Adobe on personalisation and GenAI to drive innovation for your organisation.
Keith Eadie is the Vice President and General Manager, APAC, at Adobe.
