Rúna Magnúsdóttir, Founder, BeBBY-AI

Key Facts

• Leadership coach and keynote speaker since 2007

• AICC and HAU graduate

• Creator of BeBBY-AI (Better, Bolder, Brighter You)

• 12+ months building with AI

• Approximately $30,000 USD generated in the last 6 months from BeBBY-centred work

The Problem She Saw

After years working with leaders in high-pressure environments, Rúna kept seeing the same issue. Capable people were getting stuck, not because of skill gaps, but because unconscious patterns were shaping their decisions. Then as AI entered leadership conversations, the focus shifted heavily toward speed and output, with little attention on awareness.

In her words, “when unconscious leaders use powerful technology like AI, their blind spots scale faster than their wisdom”.

At the same time, leadership itself was becoming more complex. Hybrid work, multicultural teams, and constant change meant there were “endless things that leaders are standing up for and scratching their heads on how to do this.”

Rúna knew that making leaders faster was not the answer.

Turning Coaching Frameworks Into AI

Rúna’s coaching was already grounded in consciousness and self-awareness. For years, she had worked with vitality profiling, Eastern energy wisdom, and a methodology she co-created called Exploring Boxes, which looks at how people unconsciously label themselves and others, then make biased decisions from those assumptions. As she puts it, we are constantly putting ourselves and others into boxes and then making “very wrong, biased decisions” from them.

Her question became how to use AI to help leaders understand themselves better instead of just making them more productive.

Through AICC, she learned the foundations needed to build intentionally. Rúna needed to understand prompting, but also how to think about programming a GPT and designing its behaviour. She repeatedly returned to the training, going back to watch it again and again, while experimenting across tools like ChatGPT, Claude, and Perplexity to support the build.

The Moment It Clicked

Then in 2024, Rúna was involved in a serious cycling accident and was hospitalised with major injuries. Unable to move, the only thing she had was her phone. During that time, she began having real conversations with her BeBBY-AI about what was happening in her head.

This is when she realised, as she describes it, “holy moly, this thing can really help us understand ourselves better.” That experience shifted BeBBY from an idea into something real and necessary.

How BeBBY-AI Is Used Today

BeBBY-AI was designed to reflect leaders back to themselves, not to tell them what to do. Each instance is unique to the user, integrating their vitality profile, goals, and leadership context. Rúna realised she could use AI not to make people more productive, but to help them understand themselves better, and through that, see others more clearly too.

Today, BeBBY-AI is used in mastermind groups where each participant has their own BeBBY, as well as with leadership teams that share a team-level AI. Teams use it to navigate difficult conversations, asking questions like how to approach a colleague in a way that will actually land.

Results and Momentum

Over the last six months, Rúna estimates she has generated around $30,000 USD from BeBBY-centred programs, masterminds, and leadership work. There are multiple revenue streams now coming in, all anchored around BeBBY as the core product.

Her long-term vision is for BeBBY to become widely accessible. In a perfect world, she would love for it to become a household tool, helping people use AI more consciously as impact scales.

Rúna describes the AICC training as effective and consistent, noting that the team picks up what is happening in AI almost immediately and shares it. She actively tells other people about the work and regularly shares what is being taught.