Why the next wave of AI advice tools must draw sharper boundaries - and how Purpose is attempting it

Large Language Models (LLMs) are increasingly treated as informal advisers, sounding boards, and sources of emotional reassurance. That trend has prompted serious concern, particularly as general-purpose AI is not designed to offer psychologically sensitive guidance – and has already been implicated in cases of real harm. The AI coaching app Purpose arrives amid uncertainty about how AI should behave with vulnerable users. The company behind it is clear about what the tool is intended to do, and equally clear about what it is not built for.

Purpose's launch materials describe the app as "the world's first AI mentor" built specifically for personal growth, with a multi-model routing system optimized for safety, a long-term memory architecture, and a challenge-based conversational approach. It enters a market where expectations and norms have not yet solidified, and where public scrutiny of AI-driven advice is intensifying.

Raj Singh, who previously founded the AI concierge ...