Have We Misunderstood the Agile Coach Role in the Age of AI?

Have you ever wondered why so many Agile transformations still fail to deliver the promised results? Why leaders continue to question the value of Agile Coaches and Scrum Masters? And if AI can now create reports, retrospectives, and training material in seconds, what is our role in the future?

For years, Agile Coaches have focused on frameworks, events, and coaching techniques. Yet many organisations still struggle with prioritisation, alignment, decision-making, and adaptability. Perhaps the problem isn’t Agile. Perhaps we’ve completely misunderstood the Agile Coach/Scrum Master role?

In this provocative session, Malene Jacobsen challenges some of the assumptions that have shaped our profession. Drawing on lessons from adaptive organisations, sports coaching, and the rise of AI, she explores what the future Agile Coach/Scrum Master looks like.

Outcome of the talk:

1. Explore why traditional Agile Coaching approaches are delivering diminishing value in today's rapidly changing environment.
2. Understand how AI and organisational complexity are reshaping the expectations of Scrum Masters and Agile Coaches.
3. Discover how a performance-focused, sports coach mindset can help Agile Coaches create greater organisational impact.
4. Identify practical ways to shift from coaching Agile practices to improving effectiveness, adaptability, and outcomes.