Jelena Pavlović is the Founder & CEO of Koučing Centar and Associate Professor of Organizational Development and Change at the University of Belgrade. She has developed numerous coaching education, leadership development and change management programs and methodologies. More recently, she has been leading the development of Coachia, an AI agent suite supporting organizational development. Jelena has published two Routledge books on coaching psychology (2020) and on human–AI collaboration (2025). Her work explores the intersections of identity, leadership, learning and technology.