Harnessing

the Power
of AI in
Coaching
A New Era
J E F F R E Y E . AU E R BAC H , P H . D. , M CC
 J E F F R E Y E . AU E R B AC H , P H . D . , M C C

E X E C U T I V E S U M M A RY

Artificial Intelligence
(AI) is rapidly
transforming
industries worldwide,
and coaching is
no exception.
As AI technologies become more advanced and ubiquitous,
professional coaches have a unique opportunity to enhance their
practices by integrating AI tools. These tools can augment the
coaching process, offering deeper insights, increased efficiency,
and personalized client experiences. However, with these
opportunities come challenges, including ethical considerations,
data privacy, and the need to balance technology with the
human touch central to effective coaching.

This whitepaper explores the evolving landscape of AI in

coaching, outlining the benefits and challenges of integrating
AI into coaching practices. It analyzes current AI technologies
relevant to coaching, examines ethical considerations, and
offers guidance on how coaches can prepare for the future
by upskilling in AI. Importantly, it emphasizes the enduring
importance of maintaining a strong coaching presence in an
AI-dominated future, ensuring that the human elements of
empathy, intuition, partnering, and presence remain at the
forefront of coaching practices.

By embracing AI responsibly and strategically, coaching

professionals can enhance their effectiveness, extend their
reach, and remain competitive in a fast-changing world.

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Introduction to AI in Coaching
coaching models, such as the GROW model.
Background on AI and its Evolution
These systems provided basic coaching
interactions but were constrained by their rule-
Artificial Intelligence originated in the mid-
based nature.
1950s. Early AI systems were rule-based,
designed to perform specific tasks using
The advent of generative AI models has
predefined algorithms. Over the decades, AI
opened new possibilities for AI in coaching.
has evolved significantly, with advancements
These models can engage in more fluid and
in machine learning (ML) and deep learning
natural conversations, provide personalized
(DL) leading to the development of more
insights, and analyze coaching sessions to

The Impact of AI on
sophisticated systems capable of learning from
identify key moments and patterns. While AI
data and improving over time.
is not a replacement for the masterful human

Coaching Practices
coach, it is a powerful tool that can enhance
In recent years, the emergence of generative
the coaching process. However, in some cases,
AI models, such as OpenAI’s GPT-4o, Google’s
AI coaching chatbots are already being used
Gemini, and Anthropic’s Claude, has marked a
to provide effective goal-attainment types of
significant leap forward. These large language
coaching without a human coach’s participation.
models (LLMs) utilize advanced natural Moreover, AI can provide coaches with
language processing (NLP) techniques to
(Terblanche N, Molyn J, de Haan E, Nilsson Expanding the Coach’s Toolkit
VO (2022). enhanced insights by analyzing client data,
understand and generate coherent human- such as coaching transcripts, and analyzing
like text, enabling a wide range of applications AI offers a plethora of tools that extend
As AI continues to advance, coaching the coach’s use of professional coaching
across industries and professions. beyond traditional coaching methodologies. By
professionals face both opportunities and competencies, identifying patterns, and
automating administrative tasks, scheduling,
challenges. AI will be used to enhance coaching offering intervention suggestions. For example,
and analyzing coaching transcripts (with
efficacy and increase productivity. Still, there AI systems can analyze verbal and written
appropriate safeguards and consent), AI
The Advent of AI in Coaching are also concerns about data privacy, ethical allows coaches to focus more on their core
communication to detect subtle changes in
considerations, and the risk of AI diminishing mood or engagement levels, enabling coaches
competencies—building human relationships
Traditionally centered on human interaction and the human connection central to coaching. For to tailor their strategies more effectively.
and facilitating personal growth through active,
personal development, the coaching profession example, AI will not be able to mimic how an insightful, reflective inquiry. AI-powered tools
has begun to embrace AI technologies. Early experienced coach tunes into subtle client shifts can handle mundane tasks, such as note-taking
AI applications in coaching were limited to and uses their intuition to provide well-timed, and progress tracking, allowing coaches to
chatbots programmed to follow specific insightful reflections for an indeterminate future. engage more deeply with clients.

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H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A J E F F R E Y E . AU E R B AC H , P H . D . , M C C

AI-Powered Coaching Platforms AI in Assessments and Feedback

Various AI-enabled coaching platforms have AI’s ability to process and analyze large
emerged, integrating chatbots, automated datasets provides an opportunity for enhanced
goal-tracking systems, and client progress client assessment options. AI tools can offer
dashboards. These platforms leverage machine data-driven feedback to complement a coach’s
learning algorithms to provide personalized assessment by analyzing client data over time.
coaching experiences at scale. These tools also provide ongoing tracking,
offering clear views of a client’s development
Although individual coaches can use some of trajectory. AI can also analyze multiple
these services to enhance client engagement, assessment reports of a client and provide a
track progress, and possibly deliver more summary and suggested developmental plans,
effective coaching sessions, organizations such which is usually a time-consuming process for
as Valence and Ezra have launched large-scale human coaches.
AI chatbot coaching services that they say will
lead to the “democratization” of coaching by
providing coaching through AI to large numbers
Enhancing Client Insights
Leveraging AI Meeting
Assistants in Coaching
at low cost.
and Personalization
This type of coaching, however, is usually a
highly goal-focused or leadership training Personalization is a crucial component of
guided model that lends itself to current AI effective coaching. AI excels at processing
As AI continues to evolve, coaches are
capabilities and is not as exploration-oriented large amounts of data to help deliver highly Ethical Integration of AI Meeting
personalized experiences. AI can suggest increasingly turning to AI-powered meeting
as more masterful human coaching. There
assistants such as Fathom, Zoom AI Companion, Assistants into Coaching Practice
is concern that widespread adoption of this tailored coaching plans and interventions by
considering clients’ preferences, goals, history, and Fireflies to enhance the efficiency and
type of automated coaching may reduce the Incorporating AI meeting assistants into
and behaviors. effectiveness of their sessions. These tools
reputation of coaching as being able to provide coaching sessions requires careful consideration
offer real-time transcription and summarization
the transformational growth that often occurs of ethical and confidentiality aspects.
services that provide immediate, actionable
with a masterful human coach. Furthermore, AI’s predictive analytics
insights into the coaching process. By Coaches must:
capabilities allow coaches to anticipate and
generating accurate transcripts of coaching
address potential challenges. By analyzing
sessions, these AI tools allow coaches and Obtain Informed Consent
the historical data in coaching transcripts, AI
AI Chatbots and Virtual Assistants can identify patterns that may indicate future
clients to review the details of the conversation Ensure clients are aware of and agree to the use
at their convenience, aiding in reflection and a of AI tools that record and analyze sessions.
obstacles, enabling coaches and clients to
AI-powered chatbots can offer continuous deeper understanding of the topics discussed.
develop strategies to overcome them.
engagement with clients between coaching Ensure Data Security
sessions. They can answer routine questions, Beyond transcription, these meeting assistants Use platforms that comply with data protection
send reminders, and provide encouragement, deliver concise session summaries, highlighting regulations to safeguard client information.
extending the coach’s presence beyond Providing Administrative key discussion points, client insights, and
scheduled meetings. These virtual assistants Support to Coaches agreed-upon action steps. This can be Maintain Human Connection
can maintain momentum and reinforce lessons invaluable for both the coach and the client
Use AI as a supplementary tool without letting
learned during sessions. AI-powered tools can streamline in tracking progress, ensuring accountability,
technology interfere with the personal rapport
communication, automate scheduling, and and reinforcing the focus on goal attainment.
essential to coaching.
For example, a virtual assistant might remind manage administrative tasks. These efficiencies Additionally, these tools provide feedback on
a client to complete a self-reflection exercise save time and reduce the potential for human elements of the coach's performance, such
When used responsibly, AI meeting assistants
or check in on progress toward a goal. While error. For instance, AI can automate reminders as identifying when the coach engages in
can enhance the coaching experience by
not replacing the coach, these assistants offer for upcoming sessions, follow-up emails, and monologues or whether the session's structure
providing valuable insights and supporting the
complementary support that strengthens the even generate personalized content for clients aligns with best practices for client-
development of both coaches and clients.
coaching program. between sessions. centered coaching.

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H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A J E F F R E Y E . AU E R B AC H , P H . D . , M C C

Identifying Key Moments and curve and skill development. Experienced

Sentiment Analysis coaches will benefit from using analytics to
AI tools highlight significant moments during reflect on their practice through self-reflection
sessions, such as client mindset shifts or or with a coach supervisor to engage in
breakthroughs. This allows coaches to reflect continuous professional development and
on these turning points and possibly use these uphold high standards of coaching excellence.
observations in future sessions. AI does this
in part by observing conversation pauses By providing objective, data-driven feedback,
or speech rate changes. AI can analyze the AI support services enhance the traditional
emotional tone of the conversation, which can mentoring and supervision processes, making
offer insights into the client's state of mind them more precise and actionable.
and the coach's responsiveness. Highlighting
significant moments in the session, such as
client breakthroughs or shifts in perspective, Ethical Considerations of Utilizing

Using AI to Improve Human

enables coaches to recognize and build
upon these pivotal points and to review their AI in Mentoring and Supervision
coaching sessions, with or without a mentor or

Coaching—Feedback on
supervisor, to promote reflections on improving As with any AI application in coaching, ethical
their coaching skills. considerations are paramount:

Coaching Behaviors Application in Mentoring

Confidentiality
Coaches must ensure that client confidentiality
is maintained, data is stored securely, and
and Supervision confidential conversations are not used to train
AI-powered coaching support services, like listening, inquiry, and partnering. AI can assess AI models.
Ovida, are transforming how coaches develop how effectively coaches apply the ICF or other Applying these AI tools helps coaches become
and refine their skills. These platforms offer organizations' coaching competencies, offering more self-aware and refine their approach to Consent
advanced tools to analyze live coaching insights into areas of strength and opportunities maximize client engagement and effectiveness. Clients should be informed about how the coach
sessions and provide detailed metrics that for improvement. This level of analysis is particularly valuable in intends to use their session data with AI and
support professional growth. By evaluating the developmental mentoring of new coaches the purpose of such use. Clients must provide
the coach’s use of International Coaching Speech Ratio and Monologue Detection and coaching supervision. Mentors and consent for their information to be used with AI,
Federation (ICF) competencies, services like AI services provide insights into the balance of supervisors can use the AI-generated data to and they should have the option to opt out of
Ovida enable coaches to track their alignment speaking time between the coach and the client, assist in identifying key behaviors and providing providing consent to utilize AI.
with professional coaching standards. encouraging coaches to ensure that the client targeted feedback, facilitating more effective
is speaking more than the coach. Providing professional development. As these tools Bias Mitigation
feedback to the coach on the ratio of coach- become more widely adopted, they will likely
Coaches should be aware of potential biases
play an integral role in enhancing the quality of
Metrics and Analytics for to-client speaking time encourages coaches
coaching and maintaining high standards across
in AI analysis and interpret metrics within the
to facilitate a more client-centered session by broader context of the coaching relationship.
Coaching Development allowing ample space for the profession.
client expression. By addressing these and other ethical
AI support services offer quantitative data For example, these AI-generated insights
and analysis on various aspects of coaching considerations in coaching, coaches can
Question Analysis will increasingly be utilized in coaching
performance: responsibly integrate AI support services into
developmental mentoring and coaching
These AI applications distinguish between their practice, mentoring, and supervision,
supervision. Coaches in training and mentored
open-ended and closed-ended questions, enhancing their competencies while maintaining
International Coach Federation Coaching (ICF) on their coaching competency usage will
helping coaches understand whether they are ethical integrity.
Competency Usage receive detailed AI-derived feedback to support
asking questions that promote reflection and
AI tools analyze how effectively coaches the human mentor in educating them about
exploration or limiting the conversation with
apply coaching competencies, such as active coaching techniques, accelerating their learning
closed-ended questions.

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H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A J E F F R E Y E . AU E R B AC H , P H . D . , M C C

target client]. I believe their main suggestions for improvements

reasons for working with me are in line with my objective:
[describe reasons], and their biggest
challenges are [describe challenges]. [Insert webpage content]”*

I want to understand their By leveraging AI tools, you can enhance the

challenges and desires more deeply persuasiveness and effectiveness of your
to market my coaching services marketing materials.
more effectively. Please outline
five of their biggest concerns, five
of their core needs, and explain
how I could position myself as
Content Creation (Blogs, Social
the person to help them.” Media, and Lead Magnets)
This collaboration between the coach and AI AI tools are also revolutionizing content
enables the coach to tailor their messaging to creation, making it easier for coaches to
resonate deeply with potential clients. produce engaging blogs, social media posts,
and lead magnets that resonate with their
audience. The materials you co-create with AI
showcase your expertise and provide value to
Getting Feedback on potential clients. AI platforms like ChatGPT,
Marketing Copy Jasper, and Claude assist in generating high-
quality, personalized content that aligns with the
The effectiveness of a coach’s website is often coach’s voice and brand.
a critical factor in attracting new clients. AI
tools can provide feedback on website copy, When using AI for content creation,

Leveraging AI for Marketing helping coaches optimize their landing pages

for better conversion rates. Coaches can prompt
coaches should:

Success in Coaching
AI models to critique the language and flow of Create a Structured Outline
their web pages, ensuring the message is clear, Always begin with an outline to ensure that the
compelling, and aligned with the content flows logically and stays focused on the
desired outcomes. intended message.
AI is not only beginning to change how Understanding Your Audience Example Prompt for Feedback on Personalize the Tone
coaching is practiced and how coaches are Marketing Copy
trained, but it has already become a powerful To maintain authenticity, ensure that AI-
A profound understanding of your audience’s
tool in enhancing coaches’ marketing efforts. generated content reflects the coach’s unique
challenges and desires is the cornerstone of “I’m directing traffic to a landing page
AI technologies, such as ChatGPT, Jasper, voice and perspective.
effective marketing. AI language models like on my site and want to ensure it is
and Copy.ai, enable coaches to refine their optimized for conversion. The target
ChatGPT can aid in gaining deeper insights into
marketing strategies by understanding their Review for Quality
your target market: audience is [describe the audience].
audience, optimizing copy, and creating Edit AI-created content to align with the coach’s
engaging content that resonates deeply with standards and ensure it resonates with the
Example Prompt to Understand Your The desired outcome is that they
potential clients. Coaches increasingly utilize target audience.
Prospective Clients [describe desired action].
AI technologies to enhance their marketing
efforts, streamline processes, and connect more By incorporating AI into their marketing
“Adopt the role of a marketing Acting as a conversion rate
effectively with their target audience. AI tools processes, coaches can not only save time
consultant. I am a coach specializing optimization specialist,
can assist in various aspects of marketing, from but also create more effective and engaging
in [specific area or niche]. I mainly critique the language and flow
audience analysis to content creation campaigns, ultimately expanding their reach
work with [describe your core of this webpage and make
and automation. and impact.

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H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A J E F F R E Y E . AU E R B AC H , P H . D . , M C C

Creating Unique, Automation

Eye-Catching Images
AI-powered automation streamlines marketing
processes, saving time and enhancing efficiency.
Visuals play a critical role in capturing attention
For example, the College of Executive Coaching
and conveying your brand message. AI image-
uses HubSpot to automate these processes:
generation tools such as Midjourney and
DALL·E3 allow you to create custom images
for your marketing campaigns. DALL·E3 is now Email Campaigns
built into the paid versions of ChatGPT4.o and Automate personalized email sequences to
is also free through Microsoft Image Creator. To nurture leads.
provide the best results with image generation,
use these two principles: Social Media Scheduling
Use AI tools to plan and publish content
Guidance consistently.
Provide detailed prompts regarding subject
matter, style, colors, and mood. Process Optimization
Identify repetitive tasks that can be automated
Consistency to focus on higher-impact activities.
Align visuals with your brand identity for a
cohesive marketing approach.
Embracing AI Responsibly

Comparative Analysis
in Coach Marketing
Coaching Customer
Insight and Analysis While AI offers numerous advantages in

Sophisticated coaches may want to use AI’s

marketing, coaching is ideally a uniquely
personal endeavor, where who you are as a
person is important, so it’s essential to:
of AI Models
analytical capabilities to gain deeper insights
into their customer behavior and preferences.
For example, AI can help with data analysis Maintain Authenticity Understanding the unique strengths of various on challenging science, math, and coding
by the coach feeding sales data, web traffic Use AI to augment your efforts, not replace the AI models is useful for coaches looking to problems. For example, on the International
statistics, and customer feedback into AI tools personal touch that builds trust and encourages integrate AI into their practices. Here, we Mathematics Olympiad exam, o1 correctly
to identify trends and areas for improvement. client connection. explore four prominent models—GPT-4o, solved 83% of the problems compared to
Anthropic Claude 3, Google Gemini, and 13% for ChatGPT4.0. However, for most tasks
AI can also be used to identify predictive Ensure Quality Perplexity AI—and their relevance to coaching. that a coach would use AI for such as writing,
insights by using AI to anticipate market shifts ChatGPT-4o is still superior.
Review AI-generated content to ensure
and adapt your strategies accordingly. Tools accuracy and alignment with your message.
Its key features include:
like Perplexity AI assist in research and data GPT-4o
synthesis, enhancing your understanding of Stay Informed
your niche industry landscape. Multimodal Capabilities
Learn about new AI tools and best practices to Developed by OpenAI and released in May
2024, GPT-4o built on its predecessor, GPT- It can generate and process text, images, audio,
keep your marketing strategies effective
While Perplexity AI looks and feels like a 4o Turbo, with several improvements. On and video.
and relevant.
chatbot, it’s more focused than ChatGPT as it’s September 12, 2024, Open AI also released
designed to find and summarize current content Open AI o1, a model that spends more time Improved Speed
Thoughtfully integrating AI into your marketing
from the web, often producing a more in-depth, thinking through problems before responding GPT-4o operates at double the speed of
can enhance your outreach, engage more
focused, and factual response to research- compared to other models, such as ChatGPT- GPT-4 Turbo.
effectively with potential clients, and build a
type prompts. 4o. This model produced superior results
more robust coaching practice.

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H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A J E F F R E Y E . AU E R B AC H , P H . D . , M C C

Cost-Efficiency contexts or complex problem-solving scenarios. Perplexity AI is a research-focused AI and reasoning and visual comprehension, making it
It’s 50% cheaper than GPT-4 Turbo, making it It integrates a robust ethical framework conversational search engine designed for real- suitable for sensitive coaching contexts.
accessible to a broader audience. designed to minimize harmful or biased time web integration. Key features include:
outputs, offering an added layer of assurance Gemini 1.5
Enhanced Multilingual Support for coaches concerned with maintaining ethical Real-Time Web Search Gemini 1.5 offers a long context window and
standards in their AI interactions. Provides up-to-date information with sources advanced multimodal capabilities, making it
It requires fewer tokens for non-English
languages, enhancing its global applicability. cited for accuracy. ideal for complex coaching use cases requiring
both visual and textual integration.
Real-Time Interaction Google Gemini Multiple AI Model Access
Users can choose from GPT-4, Claude 3.5, Perplexity AI
Offers seamless voice conversations for natural,
real-time interaction. Google’s Gemini 1.5 launched in February 2024, Mistral Large, Llama 3, and an experimental Perplexity AI differentiates itself with real-time
and represented a leap forward in AI technology Perplexity model (Pro version). web search and access to multiple AI models,
GPT-4o is ideal for a wide range of applications, through its multimodal capabilities. It integrates making it invaluable for research and up-to-date
from conversational AI to complex problem- text and image processing seamlessly. Key Focused Searches client support.
solving and content creation. The paid version features include: Enables users to narrow searches to specific
also gains access to DALL-E 3 for high-quality platforms or objectives.
Extended Context Window
image generation. Use Cases in Coaching
Supports up to 1 million tokens, enabling it to File Upload and Analysis
handle large volumes of conversational history. Available in the Pro version, allowing for GPT-4o
Anthropic Claude 3 enhanced document analysis. Ideal for generating content, analyzing client
Improved Task Performance
communication, and providing insights across
Launched in March 2024, the Claude 3 series by Notably enhanced in translation, coding, and Image Generation text, audio, and visual modalities.
Anthropic is recognized for its strong emphasis reasoning tasks. Leverages multiple AI models to create visuals
on safety and ethical AI interactions. It includes (pro version). Claude 3
three models—Opus, Sonnet, and Haiku—with Integration with Google Services
Its ethical framework and reasoning capabilities
key features such as: Tightly connected to Google’s suite of apps, Perplexity AI is particularly useful for coaches fit coaching contexts requiring complex
making it a powerful tool for users already engaged in research, fact-checking, or providing problem-solving or ethical sensitivity.
Large Context Window embedded in Google’s ecosystem. real-time, data-backed insights to clients.
Capable of processing up to 200K tokens (100 Its ability to access multiple AI models and Gemini
tokens equals approximately 75 words), allowing Multimodal Processing integrate web search makes it a versatile tool for
With its multimodal capabilities and extensive
for deep, nuanced conversations. Excels at handling both visual and textual coaches needing comprehensive and up-to-
memory, Gemini can enrich coaching by
content, broadening its range of applications. date information.
integrating visual elements and managing long-
High Performance in Reasoning term client histories.
Particularly strong in tasks involving math, Gemini’s extensive context window and
reasoning, and visual comprehension. multimodal capabilities make it particularly Comparative Insights Perplexity AI
valuable for coaches working with large
Best suited for research, fact-checking, and
Multilingual Improvements transcript histories or requiring the integration GPT-4o real-time data provision, it supports coaches
of visual elements into their sessions. Its
Enhanced capabilities in understanding and GPT-4o excels in language generation, in delivering up-to-date and well-
innovative features also open the door
processing multiple languages. multimodal capabilities, speed, and cost- informed guidance.
for applications in augmented reality and
efficiency, making it versatile for content
interactive coaching experiences.
Complex Instruction Handling creation and problem-solving. By understanding the distinctive strengths of
Excels in following detailed, intricate instructions. these AI models, coaches can make informed
Claude 3 decisions on which tools best support their
Claude 3 is well-suited for environments that Perplexity AI practice, enhancing both their personal
require ethical clarity and potent reasoning, Claude 3 focuses on ethical AI use and excels in efficiency and coaching effectiveness.
making it ideal for coaches working in sensitive Launched in 2022, and further updated in 2024,

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Retention Policies are trained on. Biases in training data can

OpenAI and other LLM organizations may retain lead to biased outcomes, potentially affecting
data for a period, which could potentially be the fairness and effectiveness of AI-assisted
accessed by employees or subcontractors for coaching. For instance, if an AI system is trained
various purposes, such as improving the service. predominantly on data from one demographic
group, it may produce inaccurate or biased
Legal Compliance results for clients from other groups.
In some cases, they may be required to disclose
To mitigate bias, coaches and developers should
data to comply with legal obligations.
ensure that AI systems are trained on diverse
datasets and regularly audited for fairness.
Third-Party Risks
Sensitizing developers and users to the problem
LLM organizations uses sub service providers of bias and involving diverse perspectives in
like Microsoft for cloud infrastructure, which the development process can help create more
introduces additional potential points of equitable AI systems.
vulnerability.

While OpenAI and other LLMs have robust

security measures, including encryption, no Balancing AI with Human Empathy
system is entirely risk-free. The risks are more
about the general concerns of sharing sensitive While AI can enhance the coaching experience,
data with any third-party service rather than the heart of coaching lies in the human
specific vulnerabilities in OpenAI or other connection. AI should augment, not replace,
key LLMs. For highly sensitive data, such as the personal insights, empathy, and intuition

Ethical Considerations in personal information that may be included

in coaching transcripts, some coaches may
that human coaches bring to their practice.
Maintaining this balance ensures that coaching

the Use of AI in Coaching

want to take an additional security step of retains its inherently human-centered approach
conducting anonymization before submitting while benefiting from AI’s analytical power.
such information to a LLM model. This is not
because the dominant LLM chat model security
processes are inadequate but rather as an extra Ethics and Professional
precaution for particularly sensitive data.
Data Security and Privacy comply with these regulations and that data is Standards in AI Coaching
anonymized whenever possible.
For the coach who wants to anonymize data
Integrating AI into coaching practices involves before input, one can use a word processing Professional coaching organizations have
The major LLM providers such as OpenAI state established ethical standards and competencies
significant ethical considerations, primarily find-and-replace tool that easily removes names
that they encrypt all data at rest and in transit. that guide coaching practices. As AI becomes
consent, data security and privacy. Coaches or consider specialty tools such as Amazon
This is an important security measure to help integrated into coaching, it’s essential to ensure
must ensure that client data handled by Comprehend or Anonymize-NLP. Amazon
protect against data breaches and unauthorized that AI systems align with these standards. This
AI systems is stored securely and used in Comprehend offers a free tier covering 5 million
access. However, there are still some potential includes transparent communication about
compliance with legal and ethical standards. characters per month. Anonymize-NLP is a free,
risks to consider when using AI services like the use of AI, obtaining informed consent, and
Maintaining confidentiality and trust is open-source tool that uses Natural Language
ChatGPT, even with encryption in place: ensuring that AI interactions are ethical and
paramount, especially as coaches may input Processing and Regular Expressions to identify
sensitive client information. and mask sensitive information in text. respectful. For example, consent is essential.
Data Processing Clients should be informed when interacting
Regulations such as the General Data Protection While data is encrypted at rest and in transit, with an AI system rather than a human, and the
Regulation (GDPR) provide guidelines on data it must be decrypted for processing. During AI’s capabilities and limitations should
privacy, emphasizing the need for consent, this time, there’s a small theoretical risk of Navigating AI Bias be communicated.
transparency, and the right to be forgotten. exposure, though the companies reportedly
have measures to minimize this risk. AI systems are only as good as the data they
Coaches should ensure that AI systems

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H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A J E F F R E Y E . AU E R B AC H , P H . D . , M C C

Developing Human Coaching

Presence in the Age of AI
Engage in Continuous Learning and Supervision
Understanding Coaching Presence
Ongoing professional development, attending
As AI becomes increasingly prevalent and workshops, and seeking supervision can help

Preparing for the Future:

powerful, the unique human touch in coaching coaches refine their skills and stay updated on
becomes even more critical. Coaching presence best practices.
involves being fully conscious and present
with the client, employing an open, flexible,
grounded, and confident style. It encompasses
attributes such as deep listening, empathy,
Practice Active Listening
Active listening involves fully concentrating
on the client’s words and body language,
Upskilling Coaches in AI
emotional management, and comfort with understanding their message, and responding
developed by industry leaders and delivered
uncertainty. thoughtfully. Coaches can improve active Importance of Continuous
listening by minimizing distractions, using by the College of Executive Coaching, equips
reflective listening, and paying attention to non- Professional Development coaches with practical AI skills. The course
verbal cues. covers over 20 AI coaching applications, how
Steps to Enhance The role of AI in coaching is poised to expand, to improve human coaching with AI, developing
Coaching Presence Create Space for Silence and Reflection and coaches who invest in learning about custom coaching power prompts, and ethical
these tools will maintain a competitive edge. practice. It provides coaches with hands-on
Allowing moments of silence gives clients time
Cultivate Mindfulness Continuous professional development in AI is experience and strategic insights to incorporate
to process their thoughts and emotions, leading
crucial not only for staying relevant but also for AI effectively into their practice.
Mindfulness is the foundation of coaching to deeper insights.
ensuring that coaches can offer the most value
presence. Regular mindfulness practices, such
to their clients.
as meditation or deep breathing exercises, can Be Curious and Embrace Reflective Inquiry
help coaches remain grounded, focused, and
Approaching each session with genuine Reflective Questions
attentive to their clients’ needs.
curiosity encourages clients to explore their
thoughts and feelings more deeply. Reflective Embracing AI as a Tool Coaches can consider the following questions
Develop Emotional Intelligence as they navigate the integration of AI into
inquiry involves mirroring key elements of
Emotional intelligence (EI) is essential for what the client is saying and pairing that with Coaches should view AI as a tool that can their practice:
managing one’s own emotions and empathizing thoughtful, timely reflections or questions. enhance their practice rather than a threat.
with clients. Coaches can enhance EI by: By learning how to integrate AI technologies + How can I stay current on the latest
effectively, coaches can improve their efficiency, technology that may help my clients or
+ Developing self-awareness of emotional provide deeper insights, and extend their reach my business?
triggers and responses
Maintaining the Human Touch to clients who might not otherwise have access
to coaching. + How can I add more value for my clients
Ultimately, the ability to connect, empathize,
+ Practicing self-regulation techniques to by leveraging AI while maintaining the
and provide the support that clients know
manage emotions constructively human connection?
comes from a caring human will set great
coaches apart in an AI-dominated future. By The How to Use AI in
+ Actively listening and validating + How might I use AI technology today to
clients’ emotions
enhancing coaching presence, coaches can Coaching Course help my clients reinforce their
ensure they continue to provide exceptional
growth areas?
value, even as AI becomes more prevalent. The How to Use AI in Coaching course,

18 College of Executive Coaching © 2024 College of Executive Coaching. All rights reserved.
© 2024 College of Executive Coaching. All rights reserved. executivecoachcollege.com 19
 J E F F R E Y E . AU E R B AC H , P H . D . , M C C

CO N C L U S I O N

Artificial Intelligence
is reshaping
the coaching
profession, offering
unprecedented
opportunities
to enhance
effectiveness,
efficiency, and reach.
Coaches can augment their practices by responsibly integrating
AI tools, providing deeper insights and more personalized
client experiences.

However, ethical considerations, including data security,

privacy, and bias, must be addressed to maintain trust and
uphold professional standards. Moreover, as AI becomes more
prevalent, the unique human qualities of empathy, intuition, and
presence become even more valuable.

Coaching professionals can navigate this new era by investing

in continuous learning and embracing AI as a tool rather than a
threat. Balancing the power of AI with the irreplaceable human
touch ensures that coaches continue to profoundly impact their
clients’ lives and careers in an increasingly AI-populated world.

executivecoachcollege.com 21
H A R N E S S I N G T H E P OW E R O F A I I N C OAC H I N G : A N E W E R A

REFERENCES

DiGirolamo, J. A. (2024). The potential for artificial intelligence in

coaching. In J. Passmore, S. Diller, S. Isaacson, & M. Brantl (Eds.),
The digital and AI coach’s handbook (pp. 276-285).

Auerbach, J. E. (2024). Developing our uniquely human

coaching presence in the age of artificial intelligence. College of
Executive Coaching. https://www.executivecoachcollege.com/
research-and-publications/developing-our-uniquely-human-
coaching-presence-in-the-age-of-artificial-intelligence.php

Auerbach, J. E. (2024). Introduction to generative AI and large

language models for professional coaches. College of Executive
Coaching. https://www.executivecoachcollege.com/research-
and-publications/introduction-to-generative-ai-and-large-
language-models-for-professional-coaches.php

International Coaching Federation (ICF). (2020). ICF Code

of Ethics.

European Parliament. (2016). General Data

Protection Regulation.

Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s

the fairest in the land? On the interpretations, illustrations, and
implications of artificial intelligence. Business Horizons, 62(1),
15-25.

Terblanche N, Molyn J, de Haan E, Nilsson VO. (2022).

Comparing artificial intelligence and human coaching goal
attainment efficacy. PLoS ONE 17(6): e0270255.

A B O U T T H E AU T H O R

Jeffrey E. Auerbach, Ph.D., MCC

Jeffrey E. Auerbach, Ph.D., MCC, NBC-HWC, is the President
of College of Executive Coaching and the author of
Personal and Executive Coaching, and co-author of Positive
Psychology in Coaching. Dr. Auerbach completed training
in AI at Stanford and MIT’s artificial intelligence programs.
Dr. Auerbach has served as the past vice president of the
International Coach Federation and the past president
of the Association of Coach Training Organizations.

22 College of Executive Coaching

College of Executive Coaching provides personal and executive
coach training, coaching services, and sophisticated leadership
development programs to professionals.

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