Founded in 2015, ReUp Education helps "stopped out students"-learners who have stopped making progress towards graduation-achieve their college completion goals. The company relies on a team of success coaches to engage with learners and help them reenroll. In 2019, ReUp developed an artificial intelligence (AI) algorithm to help coaches better tailor the support they provide. A disappointing 2021 experiment showing limited utility of the algorithm, however, causes ReUp's senior leaders to question the value of AI for such a personalized, nuanced task like success coaching.