Based on a conversation between Selina Millstam, Dima Syrotkin, Lauri Paloheimo, and Robert Newland

AI coaching is about unlocking human potential at scale. In a compelling case from Ericsson, Selina Millstam and the team at Pandatron demonstrate how AI-powered systemic coaching can bridge the gap between company values and day-to-day behaviors, enabling organizations to scale empathy, insight, and alignment without losing depth.

Why Traditional Coaching Models Fall Short

Selina Millstam, a seasoned talent executive, recognized that while executive coaching is impactful, it’s inherently limited in reach. Human coaches can only engage with a few leaders at a time. What if the same kind of introspective, empathetic dialogue could be made available to middle managers and frontline leaders too?

The solution wasn’t to replace human coaches, but to augment their impact. With AI, Ericsson piloted a coaching approach that didn’t rely on personal charisma or costly engagements, but still generated meaningful reflection, personal growth, and strategic alignment.

Systemic Coaching: From Individuals to Culture

What makes this approach systemic, as Lauri Paloheimo explains, is the understanding that people are shaped by the organizational culture around them. Rather than isolating coaching as an individual pursuit, AI-facilitated dialogues encouraged users to consider how they’re influenced by and contributing to the larger system, how company values translate into action, and where misalignments surface.

AI coaching sessions allowed employees to define ambiguous corporate values in their own words, reflect on how those values apply to their work, and eventually discuss stress, leadership strategies, and organizational friction points. The process evolved over time, from abstract conversations to actionable insights.

Scalable Depth: Data-Driven Insight with Human Warmth

AI coaching wasn’t just reflective, it was measurable too. As Dima Syrotkin notes, the ability to aggregate thousands of conversations allowed Pandatron to deliver concrete insights: tracking trends, surfacing specific tensions, and identifying gaps between leadership messaging and employee reality. And critically, the AI coach could mirror the organization’s language and culture, making the experience feel personalized and authentic.

Selina recounted how even skeptics were moved by the AI’s apparent empathy and responsiveness. Participants reported feeling genuinely heard, and many said the AI reflected their reality better than some human-led training. This emotional resonance helped overcome resistance, turning cautious adopters into advocates.

Making Adoption Stick

Pandatron’s approach avoided forcing new tools on users. Instead, it began with honest inquiry: what are your attitudes toward AI? What challenges are you facing at work? What could make your job easier?

This reflection-first strategy helped tie abstract tools like Microsoft Copilot to personal relevance. Rather than leading with features, the AI coach helped users define their needs, then aligned tools to meet them.

The ROI of Reflection

Ultimately, the value of AI coaching lies in its ability to democratize growth. As Selina puts it, this isn’t about giving elite development experiences to the top 1%. It’s about enabling anyone with curiosity and drive to reflect, learn, and lead more effectively. It’s about giving people space to pause, prioritize, and connect their personal “why” to the company’s strategy.

And perhaps most importantly, it’s about strengthening the human experience at work, not by removing people from the process, but by giving them better tools to navigate it. AI, when used wisely, becomes less about automation and more about amplification of empathy, agency, and alignment.