Transformational Leadership for Organisations: A Digital Coach as a Catalyst for Change

This chapter investigates whether transformational leadership can be effectively developed and scaled through an AI-enabled digital coaching platform grounded in the Deep Leadership Model (DLM). We report a mixed-methods qualitative case study of the Deep Lead Academy (DLA), that is a totally digital learning platform with a virtual AI coach. DLA has been applied in South Africa, examining participant experience, perceived learning, and contextual affordances and constraints. The data are based on post-programme interviews with ten professionals and seven completed open-ended questionnaires. Participants valued the AI coach’s ability to elicit reflection, deliver timely feedback, and support self-leadership at the participants’ own pace. Reported outcomes included increased self-awareness, confidence, and application of evidence-based leadership practices. Challenges included time constraints, a heavy reading load, minor technical issues, and varying fit with hierarchical contexts. Broader risks relate to the digital divide and potential cultural misalignment. We argue that AI-supported coaching can democratise access to leadership development when aligned with human-centred, culturally grounded values, notably the Ubuntu ethos of relationality and reciprocity. The study offers insights for leadership training and professional development in African settings and acknowledges limitations such as a small, self-selected sample and focus on a single country. Overall, AI-enabled coaching combined with transformational leadership principles shows a promising way to promote equitable and scalable leadership development.