The future of DM setting is a shift from inconsistent human setters to a scalable AI setter that applies one proven appointment setting framework to every coach with a single click. Our current model already pairs a custom AI setter with a human setter inside each client, and it works, but pushing a winning improvement from one account to the next is slow and manual. The next version solves that. I recorded the video above because this vision means a lot to me, and I want my current clients to understand it and help me build it.
What we're building, in order
Here is the path from where we are today to where DM setting is going:
- Place a custom AI setter plus one human setter in each client (where we are now).
- Identify the limitation: improvements do not move cleanly between accounts.
- Prove the framework is the biggest lever on the booking rate, and that AI keeps it consistent.
- Build one scalable AI setter on a shared foundation so a winning framework deploys to everyone at once.
- Push that setter from intermediate to advanced level and double the output of the industry.
Our current business model
We place both an AI setter and a human setter in each client, including Jara, Josh, and Gerard. The human setter is specialized in this niche, because Jara, Josh, and Gerard are almost all serving the same market: fitness coaches with offers for women. Only Jara has another offer for men, but the setup is the same at the end of the day.
The way it works:
- For each client we install a custom AI setter, duplicating all our automations and customizing each one to the maximum.
- For the human setter, we deploy one human setter across these accounts.
This hybrid of one human plus AI is the team structure we have found wins, and there is more on that tradeoff in ChatGPT versus human appointment setters.
The limitation we're facing
Each client has its own custom AI setter, this one blue, this one red, this one black. Whenever we get feedback from Jara, we improve his AI setter. But if that improvement works, we then have to manually move it onto Josh's setter and then Gerard's. The process of copying changes across accounts involves a lot of friction.
It is the same when we discover a winning framework. For Jara, a winning framework might produce a 12 to 14% booking rate, while Josh and Gerard sit at 6 to 7%. Moving that better version of the AI setter to the other accounts is again a manual job, and the manual job is exactly the bottleneck.
The framework is the biggest lever
The biggest lever on the booking rate is the framework, and the ability to apply that framework consistently. The funnel is composed of:
- Total leads who opt in
- Leads to calls proposed
- Calls proposed to calendar link sent
- Calendar link sent to call booked
From this we calculate the total booking rate, and tracking those stages is what tells you where leads drop off. The deeper mechanics of reading and fixing those numbers live in scaling Instagram DM revenue.
The problem with human setters, and with managing a human DM setting team, is that these numbers swing widely. A team focused on AI setters holds the numbers very stable with very low fluctuations, and that stability is what brings consistency.
Why replace human setters with an AI setter?
Solve the inconsistency by replacing human setters with AI setters, and the framework becomes the only lever left to pull. What is the setter using to qualify leads and book them on calls? What objection handles is it using? What questions is it asking? How does it pivot within the framework so the total booking rate climbs from the 4 to 6% I usually see with coaches who are struggling all the way to the 12 to 14% that coaches who have mastered appointment setting hit? That climb is closely tied to whether AI will replace appointment setters.
Building a scalable second version of the AI setter
The goal is a second version of the AI setter placed across all clients on one shared foundation. A few details stay custom per client, but the base is the same for almost all of them. If it works for Gerard, who is in the same niche, it should work for Josh and Jara too.
This is how everyone wins. We pool the data from every account to see which tactics perform best inside the framework, merge them into one, and push the update to everyone so every client reaps the rewards at once. For us as a business, it makes upgrading frameworks far easier and the whole system far more scalable. Building an AI setter that is both scalable and works for everyone is a hard problem, and solving it is the heart of AI appointment setting for coaches.
From intermediate to advanced level
The mission is to out-perform human setters. We believe the AI setter is at an intermediate level right now. It does not run rigid full scripts, because we train it on conditions: if the lead says this, then do that. We train it on the different paths it can take to handle different situations.
Take it from intermediate to advanced and that is where the revolution inside the appointment setting industry happens. I am watching it start, and I want to lead it. Leading it takes the best team, which I am building, plus the best data and the best clients. That is what moves the setter up a level.
Doubling the output of the industry
Do this at scale and we can service any coach struggling with low booking rates, taking them from beginner results up to intermediate and advanced. In effect, we double the output of the entire industry.
Think about it this way. If all the coaches in the world book about 1 million calls per month and help roughly 300,000 people lose weight, make money online, quit their job, or improve their mental health, then doubling that to 2 million calls a month means reaching 300,000 more people. These are hypothetical numbers, but without AI the real figure stays low, because finding good human setters who hustle, then training, managing, and constantly improving them is a slow manual grind.
Remove the hiring step, feed all the data into one infinitely scalable AI setter that can take on millions of leads a day, and let a single click apply a framework change for everyone, and that is leverage. A long time ago, farmers who wanted to reap millions of bushels of wheat needed ten workers. Today one machine replaces those ten and outputs far more. That same jump is the vision behind our AI DM automation for coaches.
I want to share this with you, my current clients, so you can help me achieve it. You book more calls, make more sales, help more people, and reach your own vision as coaches, and together we move the entire industry. It is totally possible, and it is far more possible with your help.