Abstract: This study explores the transformative integration of Artificial Intelligence (AI) with e-coaching and its implications for Small and Medium Enterprises (SMEs), focusing on both financial performance and broader developmental metrics. Through qualitative analysis, involving semi-structured interviews with 5 of the 30 e-coaching tool key users across three months, the research identifies a profound alignment between the functionalities of e-coaching and the specific needs of SMEs. The findings reveal that AI-driven customization significantly enhances financial outcomes while simultaneously nurturing essential non-financial aspects crucial for the sustainable growth of SMEs. The study highlights the pivotal role of AI in e-coaching as an enabler of personalized, adaptive learning strategies, thus revolutionizing the landscape of digital business coaching for SMEs. Providing valuable insights for the refinement of e-coaching practices, this research makes a significant contribution to the field of business management education, emphasizing the indispensable role of AI-enabled e-coaching in propelling the performance and development of SMEs.

Keywords: E-Coaching, Artificial Intelligence, Performance, Enterprises, Financial, Growth, Learning, Digital

Pages: 787-800