Knowledge Paper #003 explores a question many executive coaches and leaders are beginning to ask: Can AI replace executive coaching?

Rather than seeing AI as a replacement for the coaching relationship, the paper explores how AI can extend the reflective process between coaching conversations. It argues that transformation rarely happens during the coaching session itself, but in the moments afterwards, when awareness is translated into everyday leadership through reflection.

Knowledge Paper #002 explores one of the central questions in the BeBBY philosophy: Can AI become a Leader's Mirror? Rather than positioning AI as a coach or decision-maker, the paper argues that AI creates opportunities for reflection, helping leaders notice the mental boxes through which they interpret themselves, other people and the world. It introduces The Leader's Mirror™, Exploring Boxes™, and the relationship between reflection, self-awareness and conscious leadership.

When my dream cycling trip to Santa Barbara turned into five broken bones, I thought I’d lost my freedom. Instead, I found a new kind of leadership — one rooted in stillness, humour, and the art of surrender.

Við fögnuðum 50 ára afmæli Kvennafrídagsins – en gleymdum að bjóða öllum. Þetta er lærdómurinn sem leiðtogar þurfa að taka með sér í næstu bylgju jafnréttis: að vakna, verða meðvituð og leiða í takt.

What if we don’t need smarter leaders — we need more reflective ones? Rúna Magnúsdóttir shares how Reflective AI can transform leadership from prediction to awareness.