Using hybrid coaching to enhance AI technology adoption in the workplace: a thematic analysis of user experiences of Copilot

Purpose The purpose of this study is to examine user experiences of hybrid workplace coaching and examine how such a configuration shapes the adoption of an artificial intelligence (AI) organisational tool, Microsoft Copilot. The Unified Theory of Acceptance and Use of Technology is used as a sense-making lens to review participants’ accounts. Design/methodology/approach This study used thematic analysis to explore the attitudes of 11 participants. The findings of this study suggest hybrid coaching, which blends AI coaching agents (AI coachbots) with human coaching, can play a valuable role in supporting individual learning and the application of new insights to workplace behaviours. Findings This study identified five themes: enhanced productivity through task optimisation, the transformative power of coaching, evolving mindsets and Copilot adoption, barriers to effective implementation and coaching as a catalyst for cultural shift. Research limitations/implications This was a small-scale qualitative study with participants from a single global organisation. This study relied on self-reported, short-term user experiences from volunteers engaged in a pilot. Practical implications This study offers practical insights in to user adoption of AI technologies at work. Originality/value Building on prior work that has examined hybrid configurations of human and AI coaches as generic developmental interventions (Terblanche et al., 2024; Arakawa and Yakura, 2024), this study contributes the first qualitative account, to the authors’ knowledge, of hybrid coaching deployed as a targeted vehicle for the adoption of a specific workplace AI technology. This study offers practical insights for organisations seeking to use AI to support behavioural change.