AI Puts Tony Robbins at Your Beck and Call

AI clones let self-help gurus sell round-the-clock personalized coaching
Posted Jan 17, 2026 8:56 PM CST
Updated Jan 18, 2026 5:00 AM CST
AI Gives You Access to Tony Robbins' Brain—for a Fee
   (Getty Images / Natalya Kosarevich)

Fans of self-help gurus no longer have to wait for the next book, podcast, or $5,000 seminar—they can talk to an AI version of their favorite coach instead, any time, for a fee. As the Wall Street Journal reports, a wave of personality-branded chatbots is turning big-name motivators like Tony Robbins and Gabby Bernstein into on-demand digital companions, offering tailored advice at prices pitched as cheaper than therapy. Relationship coach Matthew Hussey rolled out Matthew AI in late 2024; the voice-and-text bot speaks in his voice, in multiple languages, for $39 a month. He says it's already handled more than a million conversations and nearly 2 million minutes of calls. "I literally can't do what it is doing," Hussey says of granting people 24/7 access to his "mind."

The bots are built by startup Delphi, which raised $16 million last year and says it layers multiple language models over a proprietary "mind architecture" trained on years of books, talks, and workshops. Guardrails attempt to limit harm: questions about self-harm trigger hotline referrals, and creators can block off subject areas if they wish. Users describe the tools as convenient and surprisingly on-brand—if sometimes unsettlingly lifelike. "It's creepy how close it actually does resemble her," one Gabby AI user says of the chatbot's voice feature. For much more detail on how these AI gurus work, read the full story.

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