Peloton executives have appeared at several conferences or given talks in recent months, and in almost every appearance, they have all emphasized how artificial intelligence (AI) is playing a pivotal role in shaping Peloton’s next chapter.
At the Bloomberg Tech Conference last month, Peloton CEO Peter Stern was asked about the top initiatives for the company. He specifically highlighted on how the company plans to use AI to “deliver personal experiences for our members.”
He went on to state that he really values the human coaching at Peloton – but wants to help scale them by “creating individualized programs for each of our members so they can get the right class from the right instructor that’s personalized for them.”
Stern talked about how Peloton’s “personalized plans” feature are one representation of this. These Personalized Workout Plans deliver a weekly workout plan based on the member’s personal preferences and past workout history – and the feature just launched earlier this year.
Stern noted that over 600,000 members have used them so far (up from “nearly” 500,000 a month earlier). He had spoken about this same feature & use of AI in the recent earnings call in May, saying:
“To me, the most exciting way that we’re using AI is by empowering our Personalized Plans. So, Personalized Plans basically take our amazing human instructors and allow them to basically create a program so that we feel more like a personal coach. And I view that as basically a way of empowering our members with AI. We launched that in Q3 and we’re already up to nearly 0.5 million plans set up already. So, the future is bright for Peloton members with AI.”
During that same earnings call, Stern highlighted AI as a cornerstone of the company’s efforts to scale globally, enhance customer service, and create more personalized member experiences.
One of the most immediate and impactful uses of AI for Peloton has been in content translation – Peloton launched “auto subtitles” in March. During his opening remarks of the call, Stern noted the company’s goal of expanding its global reach and increasing paid subscriptions internationally – a strategy that hinges on making Peloton content accessible in multiple languages. He stated:
“In March, we launched AI-powered subtitles, starting with our existing languages in English, Spanish and German. We are now translating roughly 100 classes per day.”
This is especially significant given Peloton’s vast content output: as Stern pointed out, the platform released 3,300 classes in Q3 alone.
Another area where Peloton is deploying AI is in customer service. Stern shared that the company has introduced intelligent agents into its call centers to assist support staff. According to Stern:
“We also introduced AI into our call centers, providing our agents with a powerful intelligent agent, while still delivering the human interactions our members expect.”
These AI tools assist by automatically taking notes during calls and surfacing relevant product knowledge in real time, allowing agents to focus more on the human aspect of support. The strategy appears to be paying off: Stern pointed out that Peloton’s member support MSAT (Member Satisfaction) score improved by 20% year-over-year to 4.3 in Q3.
Stern also revealed that the company has recently rolled out Google Gemini, a generative AI tool, to much of its internal team. He explained:
“That allows them to use their big creative brains to do big creative thinking and let the AI agent do a lot of the work for them.”
Stern ultimately summed up Peloton’s philosophy on artificial intelligence in response to a pre-submitted question from a member:
“AI has the potential to give human superpowers. That’s how we’re using AI. Whether it’s making our support agents even better, translating thousands of classes, or creating highly personalized workout plans, we’re leveraging AI to empower both our team and our members.”
Peloton is also starting to use AI in other areas as well. At the recent Athletech Summit, Peloton’s Chief Product Officer Nick Caldwell spoke about using AI in the Strength+ app. He said:
We use AI and other technologies to then dynamically generate a workout. But again, that workout plan is not just coming from some generic LLM – it’s coming from hand tooling across many hundreds of hand-crafted designs.
It is worth noting that Peloton recently received some backlash for their use of AI. Last month Peloton hopped on an AI trend to tease that certain instructors would be branching into new modalities, and they ended up deleting the post. Though no reason was given for the deletion, some of the comments were negative reactions around Peloton’s use of artificial intelligence to create the images, rather than using real artists.
For more details from the Q3 2025 earnings call, visit our site for an overview.
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