AI coaching for graduate employees: A scalable solution for South Africa’s workforce transition

As South Africa commemorates Workers' Day, attention turns to the country’s youngest professionals – first-time graduate employees – who often step into the workforce ill-equipped for its complexity. From goal-setting and emotional intelligence to navigating the nuances of workplace culture, these skills are seldom taught in traditional academic settings.

But what if coaching support, typically reserved for senior leaders, could be scaled to include early-career professionals? A new study led by Professor Nicky Terblanche, Head of Leadership Coaching at Stellenbosch Business School, explores this question through the lens of artificial intelligence (AI).

Titled Exploring the Use of a Goal-Attainment AI Chatbot Coach to Support First-Time Graduate Employees, the study tested a rules-based chatbot, Coach Vici, with nine graduates at a South African bank. Over a four-week period, Vici – accessed via Telegram – guided participants in setting and tracking SMART goals. The findings were revelatory. "Graduates are entering an unstructured and fast-evolving environment. Traditional coaching isn’t scalable for them, but AI coaching could be," says Terblanche.

The chatbot's benefits were clear: 24/7 accessibility, ease of use, enhanced accountability, and the ability to break larger aspirations into practical actions. One participant even described waking at 3am to consult the chatbot after a breakthrough moment – illustrating its unmatched availability.

The study identified four key themes: convenience and accessibility, career development, enhanced self-awareness, and the system’s limitations. Notably, users missed the ‘human touch’ – the empathy and nuanced responsiveness a coach brings. However, the chatbot’s effectiveness in fostering autonomy and competence aligned well with Self-Determination Theory, and its user-friendly design echoed Technology Adoption Theory’s emphasis on ease of use.

Despite its limitations, Coach Vici’s impact was tangible. Graduates reported improved goal clarity, structured thinking, and new insights into their personal and professional growth. Yet, the chatbot struggled with "relatedness" – the feeling of genuine interpersonal connection – a frontier where generative AI could make a difference. Coach Vici has therefore evolved. Following participant feedback, the system has now been infused with generative AI – a significant leap forward that begins to address the limitations identified in the original study.

"Imagine a coaching bot that adapts to your tone, understands cultural nuance, and remembers your aspirations," muses Terblanche. "That's where we're headed." With capabilities such as adaptive tone, contextual memory, and cultural nuance, the new version of Coach Vici brings a more human-like responsiveness to digital coaching.

For organisations, the implications are significant. AI coaching offers a cost-effective, scalable solution to support early-career talent – often the most underserved demographic in talent development strategies. As South African companies grapple with skills shortages and retention challenges, tools like Coach Vici might just be the key to unlocking potential where it’s most urgently needed.

This research positions Stellenbosch Business School as a thought leader in applying human-centric technology to leadership development. It’s not just about automation – it’s about access, equity, and impact.

More on Coach Vici

Coach Vici is more than research – it's now a real-world solution. Developed as a spin-out company in collaboration with Innovus (University of Stellenbosch Enterprises), Coach Vici offers AI-powered coaching-as-a-service to organisations across sectors – from corporates and NGOs to government and educational institutions.

Backed by research and built for impact, Coach Vici helps employees unlock their potential through structured, accessible, and cost-effective coaching. Now enhanced with generative AI, the platform delivers personalised guidance that scales.

Want to empower your teams with AI coaching?

Get in touch at [email protected] or contact Prof Nicky Terblanche directly to explore how Coach Vici can support your people.