There is talk in WWE about eventually turning Dolph Ziggler face. As a heel, he has been getting over with his in-ring work and strong promos. Vince McMahon has been hesitant to make the turn because there's several people who think his heel character has life in it.
Since he's on the verge of becoming a main eventer, there's talk that cashing in his Money in the Bank briefcase as a face would create bigger impact in strengthening his perception with fans. This would also result in him getting away from AJ Lee and Big E Langston.