The use of AI in coaching

Why we shouldn’t bury our heads in the sand

In discussing key trends for 2024 in coaching we agreed that the use of AI in coaching is in the top three. Luckily, you do not have to be a ‘technological guru’ to understand how artificial intelligence is influencing coaching. Furthermore, we feel it’s not something that we can ignore. Therefore, this week we kick off a new round of discussions. Specifically, thinking about the impact of AI on coaching.

Let’s say up front, we are not the experts. But AI in not going away. In fact, the International Coach Federation has an Artificial Coaching Standards Work Group. So let’s dig in together.

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What’s your understanding?

Firstly, we ask participants to complete a short survey prior to the webinar. We asked: ‘What is your knowledge of the use of AI in coaching?’ And overwhelming, 100% of people said their knowledge was ‘low’. 95% said they had not used AI in coaching previously. Finally, they feel curious, intrigued but also cautious and uncertain.

How is AI being used in coaching?

There are a number of ways that AI is being used in coaching.

The obvious form is use in content writing including blogs, articles and scripts for various functions eg. a performance conversation.
‘Virtual coaching assistants’
- Automated ‘chat bots’ responses
- ‘Hi, how can I help you today?’
- Trouble-shooting, help, speak to a ‘real’ person
Furthermore, sophisticated data analysis, meaning ‘scrapping’ and analysis of transcripts, client responses, phones calls and putting these into an AI application to respond to client needs
In addition, ‘Best practice’ – analysis of my coaching against the database of best practice, self-assessment, quizzes, performance metrics, with suggested areas for continuous improvement
Scenario simulations – role plays
Self-coaching for example, asking ‘what are your performance goals?’

What are examples of AI in coaching APPs?

Take a look at Coach Vici as an example of the use of an APP in coaching. The key thing about this technology is that it follows a process. As we describe in the webinar, it’s basic coaching based around goal attainment. But the results are very impressive and backed by university research.

In addition, we put ChatGPT to the test for coaching. And the results are also impressive. But as Natalie explains in the webinar, it is purpose built for leading you though a process.

This is one of the reasons why AI cannot replace a human coach.

There is a lot to this. And in our example using ChatGPT, Natalie exposes the weaknesses of the use of the APP. Here is a sample below.

What are the Pros and Cons of use of AI in coaching?

There are a number of positive benefits for the use of AI in coaching. Amongst the benefits, people are talking about accessibility. In addition, the use for self-coaching and continuous improvement. On the flip-side, there is much concern about the ethical nature of capture of data, use of data and confidentiality. We discuss this more in the webinar.

Where to from here?

The consensus is that AI will not replace a human coach. In our research to date (and we explore this on the webinar), the AI coach is at best, coaching at ACC level. And of course, it relies on human input, meaning the client responses.

However, we continue to explore and pros and cons of the use of AI. Furthermore, why coaches in the workplace need to not bury their heads in the sand over this trend.

With this in mind, we highly recommend you visit the ICF website and listen to the webinar on the topic. In particular, this webinar is a discussion with Dr Nicky Terblanche from Stellenbosch Business School who created an AI coaching APP Coach VICI.

Join the conversation

If you are a regular, you know the vibe and the great contribution that you make to our discussions. Therefore, we look forward to welcoming you back and offering you a value-packed 30 minutes each Friday.

If you’ve not joined us for a Coaching Café, now is your opportunity to schedule this time for your professional and personal development. In addition, you have the opportunity to collect ICF CCEU’s for FREE. In no time at all, you’ll be looking forward to Friday lunchtimes, just like we all do!

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