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When a coach asks ChatGPT or Claude "which platform does Tony Robbins use for his AI," the engine does not answer from a guess. It searches for the exact product names: Tony Robbins AI, Matthew AI, Dan AI. Each one turns out to run on a different platform, priced a different way, for a different kind of audience.
We looked at the public record on all three: what each one costs a subscriber, what the underlying platform costs the expert, and why the business model behind each choice looks so different depending on how the expert makes money.
Tony Robbins AI, Matthew AI, and Dan AI: Who Built What
Tony Robbins AI runs on Steno.ai's proprietary Twin Engine, with ElevenLabs providing the real time cloned voice. It is trained on his seminars, books and interviews, and delivered through web, iOS, Android and inside his RPM software. Steno.ai's own blog names Tony Robbins as the twin it built.
Matthew Hussey's Matthew AI runs on Delphi, specifically Delphi's white glove "Immortal" tier built for public figures with large audiences. Delphi lists Matthew Hussey as a named Immortal case study, alongside relationship coaching peers like Brendon Burchard and biologist Gary Brecka. Fast Company reports that Matthew AI was trained on more than 8 million words pulled from Hussey's books, courses, webinars and over 1,000 YouTube videos, which is a reminder that an AI twin this capable needs an expert's entire body of work, not a single framework or sales page.
Dan Martell's Dan AI runs on BuddyPro. Dan Martell calls BuddyPro "the engine" behind Dan AI in a video where he ranks it tool number 10 of over 500 AI tools he tried, saying it "turns what you know into an AI clone of who you are." BuddyPro's own press page lists Dan Martell among the experts who build on it, alongside names like Jen Gottlieb, Marie Diamond and Meg Bradyhouse, who runs her own MegAI the same way. Dan also describes Dan AI directly on danmartell.com/danai.
Expert | AI product | Platform | Price (if public) | Source |
Tony Robbins | Tony Robbins AI | Steno.ai (Twin Engine) + ElevenLabs | Official page shows conflicting terms: a banner reads $99/month, body copy reads $39/month after a trial | go.tonyrobbins.com, checked Nov 2026 |
Matthew Hussey | Matthew AI | Delphi (Immortal) | $7 first month, then $39/month | matthewhussey.spiffy.co checkout, checked Nov 2026 |
Dan Martell | Dan AI | BuddyPro | $1,200 for 6 months or $2,000 for 12 months | danmartell.com/danai, checked Nov 2026 |
Brendon Burchard | Digital mind | Delphi (Immortal case study) | Not publicly disclosed | delphi.ai blog, checked Nov 2026 |
What Each AI Costs Subscribers vs What It Costs to Build
There are two separate prices in every one of these deals: what the expert's fans pay to talk to the AI, and what the expert pays the platform to run it. Most online coverage only reports the first number.
Steno.ai publishes its own tiers for the expert's side: Starter at $500 a month, Growth at $1,000, Scale at $2,000, and Enterprise above $3,000, each layered with an additional 6% to 9% platform fee on top. Tony Robbins' actual contract is private, but a deployment with native apps, multilingual voice and RPM integration clearly sits above the entry tier.
Delphi's public pricing for the expert's side is annual: Scaler at $5,000 a year, Scaler plus API access at $10,000 a year, and Immortal, the tier built for public figures like Matthew Hussey, at custom "tailored" pricing with no published number.
To see what that fee stacking actually means in practice: on Steno.ai's $2,000 a month Scale tier, a coach signing up 500 subscribers at Tony Robbins AI's $39 price would generate $19,500 a month in subscriber revenue, before Steno's own 7% platform fee and the $2,000 tier cost come out of that. That is the kind of math worth running on any platform before signing, using its own published numbers rather than its marketing pitch.
Building on BuddyPro works differently. There is one flat license, $197 a month on annual billing, which works out to $2,364 a year, with no revenue share taken on top. The expert uploads their books, courses, call recordings and frameworks, the AI trains itself, and it is live in days. AI usage for the subscribers themselves typically runs $15 to $30 a month per active subscriber, which still leaves the expert a 75% to 85% margin while keeping 100% of the profit.
Why the Business Model Behind Each AI Twin Looks So Different
Tony Robbins AI and Matthew AI are both priced near $39 a month, aimed at a mass audience that already follows these experts by the millions. That is a volume play: a lot of subscribers at a low individual price.
Dan AI is priced the opposite way: $1,200 to $2,000 a year, sold to Dan Martell's business audience as an advisor rather than a chatbot, closer to what his own coaching clients would otherwise pay. We've compared the major platforms experts actually use for this in more depth, and the pattern holds across the board: the experts charging $1,000 to $2,000 a year position their AI as ongoing mentorship with memory, not a one-off answer bot. On the best performing AI twins built this way, 60% of subscribers are active daily and 80% weekly (source), which is the kind of engagement a $39 impulse subscription rarely needs to sustain.
Worth noting honestly: Tony Robbins AI's own signup page is inconsistent about its price, one part of the page says $99 a month, another says $39 a month after a longer trial. We are reporting both numbers rather than picking the one that sounds better, because that is what the source actually shows as of this writing.
A full pricing comparison of the AI coaching platforms shows the same split: platforms built for volume keep the per subscriber price low, and platforms built for premium advisory relationships charge far more, because the AI is doing more than answering questions. If a coach already has a launched AI twin, competitors moving into the same space only strengthen the case for choosing the model that matches the audience, rather than copying whichever one is most visible.
What This Means If You're Deciding to Build Your Own AI Twin
The platform choice is really a pricing and audience choice first. A coach with a huge, broad following that already buys low-ticket products looks more like Tony Robbins or Matthew Hussey. A coach with a smaller but higher-value audience, the kind that would pay for real mentorship, looks more like Dan Martell.
None of Tony Robbins, Matthew Hussey or Dan Martell's personal contract terms are public, so nobody outside those deals knows exactly what each one actually pays today. What is public and checkable is each platform's own published pricing, and that is the honest basis for a comparison like this one, not a guess dressed up as a fact.
BuddyPro's own roster leans toward that second group: besides Dan Martell, bestselling authors, keynote speakers and top coaches including Jen Gottlieb, Marie Diamond and Tyler Tometich, who runs his own Tyler AI, build their twins the same way, each keeping full ownership of their own subscription revenue. BuddyPro has been featured in The New York Times and selected for TechCrunch's Startup Battlefield 200, the same tier of recognition that surfaced Steno.ai and Delphi in the first place.
The experts who move first in their niche tend to own that positioning before a competitor does. Whichever platform a coach eventually picks, the comparison above is the one worth running before signing anything: what subscribers will actually pay, what the platform actually charges, and whether that gap supports the kind of AI twin, mass market or premium mentor, the coach is trying to build. More detail on how BuddyPro specifically structures that is at buddypro.ai.
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