In this month’s ICF group session on 04 July we had the pleasure of meeting face to face at Desborourgh Bowling Club. In our discussions we explored the topic of Artificial Intelligence (AI) and its use in coaching, what it means for our clients and how as coaches we are currently using the tool.

In an industry built on trust, intuition and deep listening, AI might seem like an unlikely partner. After all, coaching is personal. It’s human. It’s rooted in real connection. So, how as coaches can we use this tool?

Used intentionally, AI can enhance your coaching practice, helping clients to gain clarity faster, stay engaged between sessions and even uncover patterns they might not see on their own. Far from replacing the coach, AI is emerging as a powerful supporting tool, one that can deepen insights and accelerate progress for both coach and client.

In this article, we’ll explore how AI is shaping the future of coaching and how you can use it to add value to your work without compromising your unique human touch. Here are some of the key take outs from our conversations;

AI and Leaders

We noticed a growing discussion for the leadership population about the demands AI are placing on them. In particular there seems to be a common spread of AI across leadership roles, in that it has fast become on the agenda. Some key takeaways for leaders were:

• The need to ensure AI is set within a strategy that links to the direction and areas of focus, rather than just a statement “we need to do AI”.
• The leaders role in encouraging the team to engage, collaborate and learn about AI.
• The concept of ethics in AI for the leader is also pertinent, what it is used for and how it is implemented in a safe and trusted way. 
• Ensuring teams understand their role within AI rather than it being a replacement to the individual team members. The need to identify those skills becomes even more important. 
• Staying open and curious to what it can bring (rather than closed).
• The need to communicate frequently as AI is changing so fast. 

The Benefits of AI in coaching

Coaching is a human interaction where the person comes to coaching to be seen, heard and discover new insights. This indeed is likely to be even more needed in the age of AI. Instead of focusing on AI taking away the role, it can be seen as hugely complimentary, in that a blended approach between the human and AI coach can be really useful. AI, for example, can be used for powerful journalling and reflection in between sessions, to analyse data relating to reports such as 360 feedback, as well as providing learning materials on topics such as confidence.

Bringing these in to a coaching session with a “human” coach who can then partner with the person to bring even deeper insights can achieve great results. We discusssed four key areas where AI can benefit and help us to enhance the coaching experience:

1. Faster Clarity Through AI-Powered Reflection

Clients often make breakthroughs between sessions and AI can help that process along. Tools like ChatGPT or guided journaling apps can provide thought-provoking prompts, helping clients organise their thoughts and explore ideas in real time. It’s like giving them a thinking partner between sessions, one that keeps the momentum going and encourages reflection without waiting for the next call.

2. Data-Driven Insights

AI can analyse written text to detect patterns in behaviour, mindset and emotions. This means that coaches can more easily identify recurring themes or blocks and clients can gain a deeper understanding of their habits and thought processes. Imagine being able to say, “I’ve noticed you often use the word ‘should how is that shaping your decisions?” That insight might take weeks to surface manually. AI can spot it in seconds.

3. Greater Efficiency for Coaches

Admin work can drain time and energy. AI can help streamline the behind-the-scenes work of coaching. Tools now exist to:

• Summarise session notes.
• Draft goal plans or follow-up emails.
• Create personalised exercises or worksheets.
• Organise ideas for content or group sessions.

With AI taking care of repetitive tasks, as a leader or coach, you can focus on what makes the most difference, for example spending time with the team and coaching.

4. On Demand Support for Clients

AI can also provide clients with structured support between sessions think mood check-ins, daily reflection prompts, or even quick answers to goal-related questions. This kind of “light-touch” engagement keeps them focused and supported without becoming dependent.

Some common tools that coaches are currently using include Chat GPT, Notion AI, Evernotes, Firefly ai and Wysa,

Ethical Considerations and Boundaries

However, there is also a need to focus on ethics, for example, how is AI data being used and with whom? AI is a tool, not a therapist, coach, or decision-maker. As professionals, it’s important to use AI responsibly:

• Be transparent with clients if you’re using AI in your process.
• Ensure any tools you use meet data privacy standards.
• AI is a partner, not a replacement. Don’t rely on AI for diagnosis, emotional judgement or coaching without human oversight.
• Keep your values at the core of your practice.

If you are a leader and would like a safe space to consider how AI is impacting you, please get in touch to arange a no-obligation discovery call.