NTUC AI Career Coach: Redefining Career Coaching Support for Jobseekers in a Disruptive World

The National Trades Union Congress’ (NTUC) Employment and Employability Institute (e2i) began its Artificial Intelligence (AI) journey by prioritising productivity and service efficiency, responding to rising client volumes and increasing case complexity. A two-step approach was adopted to address both internal operational needs and external client demand. First, NTUC’s e2i developed an AI-driven solution to enhance career coach efficiency, enabling greater focus on higher value work such as deeper client engagements and serving more clients weekly. This led to the eventual development and launch of the Virtual Career Coach in 2024 as a digital assistant for career coaches. Second, building on backend enhancements to the Virtual Career Coach, NTUC’s e2i introduced a front-facing AI tool for job-ready jobseekers who did not require in-person consultations. This expanded service accessibility anytime and anywhere via mobile devices and laptops, supporting self-help for digitally confident users, particularly youths and Professionals, Managers, and Executives. Overall, NTUC’s AI Career Coach has reshaped career assistance delivery while complementing human coaching expertise.