The Magify Blog
Guides, playbooks, and product thinking from the team building Magif.ai.
The science behind AI coaching and leadership development — in leaders' own words, and in how leadership and transformation programs build reflection into practice at scale.
Dr. Olivier Malafronte's PhD research on AI coaching and leader development — and a year spent presenting the findings to ICF and EMCC chapters across Europe, the Middle East, Asia, the Americas, and Oceania.
A coach built an AI agent in an hour. His client used it alone at 3am — and got his life back within a week. Two sides of the same AI coaching story.
Magif.ai now connects directly into both Claude and ChatGPT — build, publish, and monetise an AI coaching agent without leaving the chat window you already have open. Here's how both connectors work, and what early users are saying since launch.
Every coach who discovers AI coaching hits the same five fears — and none of them are irrational. Here's what four years of doctoral research and a hundred real deployments reveal about what's really behind coaches' resistance to AI, and why it's usually a signal to design better, not a reason to say no.
Would you keep paying a coach just for the relationship? My PhD research shows why behavior, not warmth, is what actually drives outcomes.
A leader cried talking to an AI coach — not from pain, but relief. My PhD research explains why the absence of a person can create real safety.
