Headquartered in Singapore, DBS Bank, one of Asia's leading financial services groups, embarked on a multi-year digital transformation under CEO Piyush Gupta in 2014. It was then that DBS also began experimenting with AI to drive value for the business and customers. As the bank scaled the use of AI, it developed an internal P-U-R-E framework for ethical AI governance. In 2022, DBS started experimenting with Generative AI use cases. It had to consider how best to leverage its existing capabilities and adapt its governance frameworks in deploying Gen AI to drive additional value while managing emergent risks.