Amy Kelly, co-founder & CEO of Miri AI and a former therapist is augmenting personalized care through AI.Miri AI is developing tools that enhance, rather than replace, the expertise of wellness professionals, coaches, and brands. Their goal is to help experts deliver support around the clock, expanding their reach and opening new revenue streams.
Amy Kelly, co-founder & CEO of Miri AI and a former therapist is augmenting personalized care through AI.
Miri AI is developing tools that enhance, rather than replace, the expertise of wellness professionals, coaches, and brands. Their goal is to help experts deliver support around the clock, expanding their reach and opening new revenue streams.
In our conversation, we explore:
If you're a wellness expert, brand leader, or interested in personalized care, this episode is packed with practical insights into how AI is transforming the wellness industry.
Here are five key points from our conversation that highlight the role of AI in wellness and coaching.
As we explore the potential of AI to transform industries, one might assume that human expertise could become obsolete. With countless online tutorials and AI tools at our disposal, why invest in a human coach? Amy addressed this by emphasizing the nuance of personal feedback:
“You could take a golf club and go practice on your own, using tips from YouTube or articles, but why would you still want a human coach? It’s because there’s something you can’t replicate in that personal feedback loop.”
While AI can provide data-driven guidance and track performance, the human element brings adaptability and real-time insights that no algorithm can fully replicate. The role of AI, in this case, isn’t to replace the human coach but to augment their ability to provide tailored advice. AI can handle routine tasks, analyze patterns, and provide consistent feedback, allowing the coach to focus on deeper, more personalized interactions.
Experts posses deep knowledge, but translating that into AI requires a specific framework. It’s not as simple as uploading information; you need to capture both the static data and the creativity that experts bring to their field.
"I’m thinking of a doctor we work with, who has 300,000 followers on social media. She’s created a framework that’s unique to her, but she’s also very creative and does things on the fly.”
The implication here is that creating an AI model involves understanding not just the facts an expert knows but the way they think. This allows the AI to reflect the expert’s unique style of problem-solving, making the tool more like an extension of the expert’s brain.
When an AI model begins to reflect an expert's knowledge, their theories come to life in unexpected ways. Amy shares what that moment is like when experts realize the potential of their AI model:
“There’s this moment when the AI starts to reflect the expert’s knowledge, and it’s usually exciting but also requires some tweaks. We had a customer who focused on fertility, and she saw her AI helping users in ways she never anticipated.”
AI opens doors to unique connections. The fertility expert, for instance, was surprised to see how her AI application could guide users in contexts she hadn’t explicitly considered. This speaks to AI’s potential to scale expertise in ways that even the expert hadn’t envisioned. It suggests that AI can evolve beyond its initial programming, offering users insights that go beyond what a single human can provide, while still remaining rooted in the expert’s foundational knowledge.
Burnout is a significant issue in healthcare, particularly in high-demand fields where professionals are often stretched thin. Amy explains how AI can help alleviate this pressure by allowing practitioners to scale their services more effectively:
“How can we use this to really supercharge them—not just by scaling their methodology through conversational AI, but by enhancing it with the expertise and tools of a therapist that I’ve built into this product.”
By automating support functions and integrating behavioral health tools, AI enables practitioners to manage demand and provide personalized care without being physically present with each individual. This helps reduce burnout and allows professionals to reach more people, ensuring well-being in industries where the demand for care often exceeds available resources.
At the core of Amy’s AI philosophy is trust—both in the experts whose knowledge drives the AI and in the relationship between the AI and its users.
“I think the biggest bet Miri is making is on relational accountability. We aren’t out to create new data; we rely on the expertise that’s already there. People want to learn from those they trust, not from just another tech tool.”
Trust, in this context, is about authenticity and reliability. Users are more likely to engage with an AI that is built on the knowledge of someone they already trust. This approach contrasts with many tech solutions that prioritize innovation over relationship-building. Amy’s insight is that the future of AI lies not in creating something entirely new but in amplifying the trust that already exists between experts and their communities.
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