In an era where personal branding meets artificial intelligence, a new trend is reshaping the self-help and coaching industries: influencers and life coaches are monetizing AI-powered "clones" of themselves.
These digital avatars, built on large language models (LLMs), offer 24/7 personalized advice in the creator's voice and style, turning one person's expertise into scalable, subscription-based companionship.
From relationship gurus to motivational titans, this model promises endless accessibility — but it also raises ethical questions about authenticity, intellectual property, and the flood of unauthorized imitations. As of early 2026, platforms like Delphi are leading the charge, enabling creators to extend their reach without lifting a finger.
This isn't just hype; the market for AI coaching tools is booming, projected to reach $4.5 billion by 2028, driven by demand for affordable, on-demand mental health and personal development support. Let's dive into the examples, the technology behind it, the appeal, and the pitfalls.
Pioneering Examples: From Dating Advice to Peak Performance
One of the trailblazers is British relationship coach Matthew Hussey, who launched "Matthew AI" in late 2024. For $39 per month, subscribers get unlimited voice and text interactions with an AI trained on Hussey's books, seminars, and coaching sessions.
The bot speaks in his voice across multiple languages and has already facilitated over 1 million chats and 1.9 million minutes of conversation. Hussey describes it as a way to provide "what I literally can't do" — granting round-the-clock access to his insights without his personal involvement.
Similarly, motivational powerhouse Tony Robbins introduced his AI coaching app in 2025, priced at $99 per month. Trained on decades of his seminars, books like Awaken the Giant Within, and proprietary strategies, the app delivers voice-driven sessions mirroring Robbins' energetic style.
It's positioned as a fraction of the cost of his live events (which can run $5,000+), making elite coaching accessible anytime. Robbins' app has seen rapid adoption, with users praising its convenience for daily motivation and goal-setting.
The trend extends beyond these heavyweights. Spiritual coach Gabby Bernstein offers a $1/month introductory tier for her AI bot, focusing on mindfulness and manifestation. Niche bots are proliferating in areas like relationships, psychology, and spiritual practices —think AI versions of wellness experts like Koya Webb or financial advisors like Codie Sanchez. Even Arnold Schwarzenegger has a Delphi-built clone for fitness and life advice.
Behind the Bots: Delphi and the Tech Stack
Powering many of these AI clones is Delphi, a San Francisco-based startup founded in 2022 by Dara Ladjevardian and Sam Spelsberg. Delphi specializes in creating "digital minds" — interactive AI replicas trained on a creator's content to engage in personalized, two-way conversations. The platform layers multiple LLMs over a proprietary "mind architecture," incorporating voice synthesis, multilingual support, and safety guardrails (e.g., redirecting self-harm queries to hotlines).
Funding has fueled Delphi's growth: After a $2.7 million seed round in September 2023 (led by Founders Fund and including Lux Capital), the company secured a $16 million Series A in June 2025 from Sequoia Capital, Menlo Ventures, Anthropic's Anthology Fund, and others — bringing total funding to over $19 million.
Trusted by over 2,000 experts, creators, and business owners, Delphi enables everything from employee training (e.g., CEOs cloning themselves for onboarding) to audience insights via conversation data.
Why It's Exploding: The Appeal of Scalable Expertise
The popularity boils down to three core advantages:
- 24/7 Availability: Unlike human coaches limited by time zones and schedules, AI clones are always on, providing instant responses to queries like "How do I handle a breakup?" or "What's my next career move?"
- Infinite Scalability: Creators can reach millions without burnout. Hussey's AI handles volumes he couldn't manage personally, while Robbins scales his empire beyond seminars.
- Effortless Monetization: No more one-off courses or consultations. Creators upload content once, and the AI generates recurring revenue — turning knowledge into a passive income stream. Prices range from $1/month trials to $99 premiums, undercutting traditional therapy (average $100–$200/session) while offering unlimited access.
This taps into the broader subscription economy, where consumers crave ongoing value over one-time purchases. As Ladjevardian notes, it's "conversational media"—media that scales but personalizes like a 1:1 chat.
The Dark Side: Unauthorized Clones and Legal Battles
However, the trend's accessibility has a flip side: the rise of unauthorized AI replicas. Platforms like YesChat.ai created bots mimicking celebrities without permission, leading to intellectual property clashes.
A high-profile case involved Tony Robbins, who sued YesChat's parent companies (InnoLeap and Mira Muse) in June 2025 for trademark infringement and unauthorized use of his likeness. The suit targeted over 11 bots, including "Talk to Tony Robbins" and "Tony Robbins GPT," which allegedly ingested his copyrighted materials and monetized them via subscriptions.
Robbins won the case, securing a $1 million settlement and forcing YesChat to shut down operations. This precedent highlights risks for creators: deepfakes and clones could dilute brands or spread misinformation.
Broader concerns include AI "hallucinations" (inaccurate advice), privacy issues from conversation data, and the potential for low-quality bots flooding markets — similar to AI-generated music overwhelming charts.
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- Alexa Plus Goes Web: Amazon's AI Assistant Breaks Free from Devices, Ushering in a New Era of Seamless Integration
Conclusion: A New Era of Subscription Companionship
AI coaches represent a paradigm shift in the creator economy: you're not buying a course or session; you're subscribing to a digital "friendship" with a celebrity's mind. As Delphi expands and more influencers join (from business leaders like Brian Halligan to wellness icons like Vanessa Marin), this could democratize access to wisdom while generating billions in revenue.
Yet, as Robbins' lawsuit shows, safeguards are essential to protect authenticity. In 2026, the line between human insight and AI simulation blurs further — offering convenience at the cost of questioning what's truly "real" in self-improvement. Whether this empowers or erodes trust remains to be seen, but one thing's clear: the future of coaching is digital, scalable, and always available.
