Recently, I had coffee with a colleague who was previously the director of a credentialed coaching program, training hundreds of individuals to become International Coaching Federation (ICF)-credentialed coaches. I was a mentor coach in the program, reviewing coaching sessions to verify that students were demonstrating the required eight competencies.
She left the role to take a position with a biotech company to strengthen their coaching and professional development function. During our conversation, she shared with me how she was incorporating AI into the coaching process, developing a proprietary AI-platform to deliver coaching. I was stunned. I couldn’t understand how she transitioned from training humans to be coaches to building technology to replace the human-to-human contact that is at the heart of coaching. Needless to say, it was a very thought-provoking conversation. I challenged her with many questions. “How can an avatar evoke the human connection?” “Doesn’t technology come with the bias of those who developed it?” “Isn’t there a risk that AI will provide ill-advised solutions, instead of allowing the client to generate the solutions from within?” “What about the confidentiality of information that is shared in coaching sessions?” With each question I asked, she offered a response that reduced my concerns (a little bit).
I acknowledge that I am a bit of an “AI-resister” in general, which impacted my reaction to the use of AI in leadership coaching. I view the coaching relationship as a deep partnership fostered by trust and vulnerability, a safe and courageous space for leaders to examine and develop their inner landscape. How can leaders who strive for personal transformation rely on an external technology for internal development? How can the level of trust that is necessary to explore vulnerable areas of personal development be established with a machine? How can technology demonstrate the superpower of empathy that coaches possess? This conversation with a trusted colleague forced me to explore how AI has impacted the coaching profession and industry. Could I lean into curiosity to examine how AI might enhance but not replace human-to-human coaching?
With the advent of AI in the coaching industry, coaching will become more accessible and increase its impact on society. The use of this technology is on the rise, raising the importance of guidance to coaches to leverage its value for human-to-human coaching while maintaining client trust.
How AI can support Human-to-Human Coaching
-
-
- To generate metaphors, analogies, or visual aids that support the client’s understanding of complex ideas
- To draft generalized coaching tools to support the coaching experience (goal-setting templates, visioning worksheets, etc.)
- To expand the options for thought-provoking coaching questions and reflection prompts, and generate a list of resources to share with clients
- To draft follow-up coach notes, coaching session outlines, and refine goal statements
-
Slowly, I am shifting my perspective from shock to possibility about how AI can enhance the transformation that leaders seek through coaching. I also find comfort in knowing that the International Coaching Federation tackled this topic by establishing a working group to develop the Artificial Intelligence Coaching Framework and Standards, published in 2024. These standards provide guardrails to protect those aspects of coaching that only humans can provide: empathy, trust, and physical presence.




