When Ryan Deiss, founder of DigitalMarketer, announced that they were retiring their flagship training and certification programs, it caused quite a stir through the online marketing communities.
To many, it looked like the end of an era, they’ve been around for a long time.
But to those paying close attention? It was a signal.
Not a retreat, but a reinvention. Not the death of online learning, but the birth of something smarter, faster, and far more human.
The Myth: AI Is Killing the Course
Let’s get this out of the way: AI isn’t the villain here.
It didn’t break the course model. It simply held up a mirror and showed us how broken it already was.
Because what most people have been calling “courses” for the past 10 years were, in reality:
- Video dumps
- Endless modules
- Zero support
- And an average completion rate of 3-8%
When you look at it that way, of course AI can outperform that.
You can now:
- Generate an entire course outline with ChatGPT in minutes
- Create scripts, slides, and quizzes automatically
- Build an entire learning journey without ever pressing record
It’s not just possible. It’s happening.
The Real Question: What Can’t AI Do?
Here’s what AI can’t do:
It can’t make you feel seen. It can’t nudge you on a bad day. It can’t say, “I’ve been where you are, and here’s what helped.”
That’s the stuff that changes people. That’s the real value.
Community. Coaching. Real connection.
AI can scale information. But it can’t scale trust. It can’t scale transformation.
And that’s where coaches, mentors, and community builders win—every single time.
DFY, DWY, and the Death of DIY
For years, the dominant model in digital education was DIY:
- Buy the course
- Watch the videos
- Do it on your own time
- (And maybe never finish)
But we’re seeing a hard pivot.
Done-For-You (DFY) and Done-With-You (DWY) models are rising because they drive results:
- DFY means clients get results without getting overwhelmed
- DWY means they’re supported while they grow
- Both models bring speed, clarity, and confidence to the journey
Even better? AI can help power these models:
- Personalising plans
- Drafting assets
- Recommending resources and next steps
It’s not AI or coaching. It’s AI and coaching.
And that is where the future lives.
What DigitalMarketer Got Right
Back to Ryan Deiss.
Yes, they’re closing the doors on traditional training programs. But they’re not walking away.
In fact, they’re:
- Repackaging offers with a final sale, which is very smart
- Preparing for a new AI-powered direction, check out their new homepage
- Leaning into output, not just input
They saw what’s coming. They’re evolving.
That’s not failure. That’s leadership.
Why I’m Doubling Down on Community
At BuddyBoss, we work with coaches and course creators every day who are living this shift.
They’re no longer asking: “How do I make a better course?”
They’re asking: “How do I create real transformation?” “How do I build a space where people grow together?” “How do I deliver outcomes, not just content?”
And the answer is always the same:
- Build community
- Deliver support
- Be present
That is the moat. That is the model AI can’t replicate.
If you’re using AI to enhance the journey, not replace it, you’re building something future-proof.
Courses Aren’t Dead. Isolation Is.
The future isn’t DIY. The future is together.
Done-With-You. Done-For-You. Community driven. AI enhanced.
This is the era of connected learning.
And if you’re a creator, coach, or consultant, start leaning in.
Because the opportunity is no longer to teach more. It’s to connect deeper.
And that? AI will never replace.
