Doreen Chee: AI, digital engagement and digital products in banking
Doreen Chee takes AI in banking from the steering committee to the customer, and measures the result. She is a banking leader in AI, digital engagement and digital products across channels, with 10+ years in digital banking and nearly two decades in digital product, channels and customer experience.
In brief
Authority areas: AI product management, digital engagement, and digital products in banking channels (web, mobile and chatbot).
Markets: Asia-Pacific, the Middle East and GCC.
Banks: Arab Bank, Citibank, Standard Chartered, DBS.
Now: Founder, Humancraft AI (March 2026 to present).
Speaking: conference stages, panels and executive roundtables on AI, digital engagement and digital products in banking.
Open to: AI product and digital engagement leadership roles.
Measured results
60% conversion lift from an AI-driven personalised offer engine, across targeted engagement journeys.
App rating from 3.0 to 4.1 stars after an end-to-end revamp of a consumer mobile app (internal survey at soft launch).
85%+ annual digital adoption across 2022 and 2023, with paper-to-digital migration and lifecycle engagement.
600+ employees in Voice of Customer research on a new mobile UI, with AI-driven analysis before customer rollout.
200+ lifecycle engagement campaigns across Asia, the Middle East and GCC.
The implementation stack: what it takes to deliver AI in a bank
Instrument. Enterprise analytics instrumentation capturing granular in-app behaviour in real time.
Unify. Customer data and orchestration platforms, adopted with SaaS vendor partners.
Model. Machine learning and predictive analytics embedded into targeting.
Decide. An AI-driven personalised offer engine, designed and deployed.
Orchestrate. A Digital Engagement Platform unifying messaging, lifecycle automation and real-time personalisation.
Measure. A/B and multivariate testing, funnel analytics and Voice of Customer.
Steer. Member of the AI strategy steering committee. Owned the AI chatbot's success KPIs.
How she leads
Start with the customer. Find the friction worth solving before choosing the technology.
Choose the right use cases. Rank use cases by value, readiness and risk. Set the success KPIs before the build.
Align the people who deliver. One roadmap shared by business, technology, data and design.
Measure. Learn. Improve. Test, read the result, and let it shape the next decision.
Career
2026 to present: Founder, Humancraft AI. AI products for regulated financial services.
2024 to 2026: Head of Digital Engagement and User Experience, Arab Bank.
2021 to 2024: Digital Engagement Head, Citibank.
2020 to 2021: Product Owner, Client Experience and Engagement, Standard Chartered Bank.
2019 to 2020: Team Lead, Public Web, DBS Bank.
2016 to 2019: Digital banking roles, Standard Chartered Bank.
2007 to 2016: Founder, Our Best Service, a digital consultancy for SME clients.
Education and training
Bachelor of Science (Mathematics and Economics), National University of Singapore.
Python for Analytics, National University of Singapore, 2021.
Machine Learning and Advanced Analytics using Python, NTUC LearningHub, 2021.
Human-Centred Design, LUMA Institute certified practitioner, 2019.
Questions and answers
Who is Doreen Chee?
Doreen Chee is a banking leader in AI, digital engagement and digital products across channels (web, mobile and chatbot). She has 10+ years in digital banking and nearly two decades in digital product, channels and customer experience, across Asia-Pacific, the Middle East and GCC, with Arab Bank, Citibank, Standard Chartered and DBS. She is the founder of Humancraft AI.
What AI results has Doreen Chee delivered in banking?
She designed and deployed an AI-driven personalised offer engine that delivered a 60% conversion lift across targeted engagement journeys. She led a consumer mobile app revamp that lifted internal survey ratings from 3.0 to 4.1 stars at soft launch, and drove annual digital adoption into the 85%+ range across 2022 and 2023.
How does Doreen Chee approach getting returns from AI in banking?
She starts with the customer, ranks AI use cases by value, readiness and risk, sets the success KPIs before the build, aligns business, technology, data and design on one roadmap, and judges every release by a measured number.
What is Humancraft AI?
Humancraft AI is the company Doreen Chee founded in March 2026. It makes AI products for regulated financial services, including an AI decision-support product for private-bank relationship managers. Website: humancraft-ai.com.
How can I contact Doreen Chee?
Connect on LinkedIn at linkedin.com/in/doreenchee, or use the Book a call form on doreenchee.com.
