Stellenbosch Business School‘s research explores how AI-driven coaching tools can bridge the gap in professional development for young graduates and emerging entrepreneurs.
New research from Stellenbosch Business School is shedding light on how artificial intelligence (AI) coaching tools could help address South Africa’s alarming youth unemployment crisis.
With high unemployment rates and limited access to traditional mentorship and professional coaching, AI presents a scalable and cost-effective solution for nurturing talent and fostering personal and professional growth.
Empowering South Africa’s Youth Through AI
Professor Nicky Terblanche, Head of Leadership Coaching at Stellenbosch Business School, is leading groundbreaking research into AI-driven platforms that can offer accessible, personalised coaching experiences.
His work focuses on integrating AI technology into self-development practices, enabling young South Africans and emerging entrepreneurs to benefit from tailored guidance, mindset support, and growth strategies.
“AI coaching has the potential to democratise development at scale,” says Prof Terblanche.
“For many young South Africans who don’t have access to experienced mentors or career coaches, AI can provide the structured support they need to move forward.”
The Difference Between Coaching and Mentoring
AI coaching offers a distinct approach compared to traditional mentorship. While mentorship typically involves the transfer of knowledge from an expert to a learner, coaching in psychological and adult learning contexts is more about empowering individuals through self-reflection and solution-oriented thinking.
“The distinction between coaching and mentoring is vital,” explains Terblanche. “Coaching doesn’t tell you what to do. It helps you figure it out for yourself and that leads to longer-term behavioural change.”
Effective AI Tools for Personal Development
Through collaborations with academics from Germany and the USA, Prof Terblanche and his team have developed AI coaching tools, such as “Coach Vici,” which blends mentoring elements with scientifically grounded coaching principles. A recent peer-reviewed study comparing different coaching chatbot styles, including goal-based, solution-focused, and cognitive behavioural approaches, found that the cognitive behavioural model was the most effective in developing users’ emotional intelligence.
“This was an unexpected and exciting outcome,” says Prof Terblanche. “It suggests that AI can do more than just help people with career decisions – it can help users reshape unhelpful thought patterns and build critical soft skills like resilience and emotional intelligence.”
Positive Feedback and Future Potential
In pilot programmes with young entrepreneurs and small-to-medium enterprise (SME) owners, feedback has been overwhelmingly positive. Participants, after receiving traditional business training followed by chatbot-based coaching support, reported feeling more motivated, confident, and supported by a tool available 24/7.
Localising AI Coaching for South Africa
However, challenges remain, particularly in adapting AI models that are often trained on global datasets and may not be fully responsive to the South African cultural context. “We need investment to localise these tools,” says Prof Terblanche. “The appetite is there, but we need public-private partnerships and national funding support to make it scalable and locally relevant.”
Prof Terblanche urges stakeholders, including the National Skills Fund and Sector Education and Training Authorities (SETAs), to prioritise AI coaching in national development strategies.
“This isn’t a future vision – it’s already happening. Coaching apps are being developed in South Africa, grounded in local research. What we need now is scale.”
A National Conversation About AI in Human Development
Prof Terblanche calls for a national conversation on how AI can augment, not replace, human development. “We’re not talking about machines taking over,” he says. “We’re talking about tools that can reach the people we’re currently not reaching at all.”
With AI-powered coaching tools showing immense potential in enhancing emotional intelligence, resilience, and career development, the future of youth empowerment in South Africa could be revolutionised through these innovative, accessible solutions.
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