If the hat fits: A review of Task Technology Fit Theory (TTF) through users experience of engaging with an AI coaching agent

Abstract This study examines how managers experience and evaluate AI coaching agents through the lens of Task Technology Fit theory. Against the backdrop of rapid advances in generative AI and ongoing debates about whether AI can coach, we ask how well Task Technology Fit explains user attitudes and how designers should develop AI coaching tools to meet expectations. Using an exploratory, qualitative design, we conducted semi structured interviews with twelve managers from diverse sectors who had recently used one or more AI coaching agents. Our findings suggest Task Technology Fit is most salient when aligned not only with tasks but also with user perceptions, ethical expectations and organisational conditions. The study indicates that AI coaching currently serves best as a scalable, low friction complement to human coaching rather than a direct substitute.