Can AI coaches replace human coaches?

That's the question Allego set out to answer, with neuroscience.

Partnering with Dr. Carmen Simon, Allego ran a biometric study measuring how B2B sales professionals emotionally and cognitively respond to AI versus human coaching feedback.

Using EEG, eye tracking, and physiological sensors, they tracked what sellers felt, where they focused, and what they actually remembered.

The findings might change how you think about coaching.

What the research found

AI coaching and human coaching each have a distinct edge — and neither wins outright.

Sellers who received AI feedback remembered significantly more content 48 hours later, suggesting that structured, consistent feedback supports longer-term retention. Human coaching, on the other hand, drove greater emotional engagement — sellers felt more motivated, relaxed, and connected during training.

There was one unexpected finding: sellers who believed a human coach was watching them talked considerably more during simulations. But that extra effort didn't translate into better recall. Trying harder isn't the same as learning better.

What it means for your team

The case isn't AI vs. human — it's about knowing when to use each. AI can scale structured feedback and reinforce key skills. Human coaches bring the encouragement and relational depth that keeps sellers motivated to improve.

Download the brochure below for the full findings and practical takeaways for sales and enablement leaders.

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