Artificial Intelligence in Coaching

As promised in my earlier post, I am writing this thread to share my research and personal understanding of Artificial intelligence in the Coaching industry. I want to define AI coaching and related concepts in order to get into details.

Artificial intelligence (AI) coaching has been?defined as a machine-assisted, systematic process to help clients set professional goals and construct solutions to achieve them efficiently.

?AI-supported coaching is when the coach uses AI to gain insight into coaching needs and provide recommendations to inform the coaching relationship. Examples- BetterUp, Coachub, Sharpist, Pluma, Torch, uExcelerate etc.

?AI-augmented coaching refers to the practice where coaching companies/coaches use AI-based tools between formal coaching engagements with a human coach. AI plays the role of a guide to promote further development and helps the coaching process continue beyond face-to-face sessions. Examples-?Simply.coach, Nudge-coach, Optify etc.

AI-as-the-coach is a practice where AI is the coach and individuals only engage with AI. There is no or limited interaction with a human coach, and the coaching relationship sits between AI and the coachee. Examples- Coach Vici, Replica, AIMY etc.

?While the focus for this write-up is the AI as a coach, I will also refer to AI-supported or AI-augmented coaching at places. Let me begin by sharing my experience of using AIMY, the AI coach by Coachub. ?Here is what I found-

1.???? AIMY is an interactive voice coach and feels like one is interacting with someone on a video platform- except that the person is not real. It is still under testing and seems decent for a product under testing.

2.???? There was a lag because the system took time to process what was being said and respond accordingly. There is almost no lag in real-time coaching- unless it is purposeful.

3.???? After a few exchanges, it felt like a loop and I promptly disconnected the call.

4.???? I also want to state that I could not feel connected to it and did not feel seen by it.

There are other AI-as-a-coach services available- some have chat boxes (Vici), others voice interactions (AIMY/ Exigence) and very soon probably you would be coached by someone who looks and sounds like your ideal- Mahatma Gandhi/ Nelson Mandela/ Serena Williams- take your pick.

What's great about the AI-as-coach models is that they are scalable. Human coaches have a limitation in their reach and can only coach a certain number of clients at a time, AI-as-coach has no limitation- it is available to large masses simultaneously. The reach is vast and constant.

?AI-as-coach is cost-effective. It can operate 24 hours a day without refreshments/ breaks/ sick leaves or holidays. Therefore, 24x7 support is available to whoever is subscribed to the service at a nominal cost. So imagine the implications of having a personal coach available to all people at all times- superseding the boundaries of geography, nationality, economic status etc.

Unlike a human coach, AI-as-coach can be much more objective than a human coach. It does not have emotional states, fatigue and prejudice (unless built into the system by default of the one coding) - nothing. Therefore, it follows the maxim of “Ask, don’t tell” consistently which may not always happen in human coaching.

?Human coaches have limitations in their experience as well as education. AI coaches can leverage large amounts of data making them a thousand times more experienced than the most experienced human coaches in the industry. This also means all certifications like MCC/ PCC etc. from institutions like ICF/ EMCC etc. will no longer be in demand in the market. As a direct result of the same, the coach training institutions may also become obsolete with the event of AI coaching. Whatever new models in coaching are developed henceforth, will be immediately available to AI coaches to deliver to the masses- helping people to be at the top of their game.

?Now I will move into the domain of the outcomes of coaching. Research has already proved that the goal attainment of clients of AI-augmented coaching is either higher or the same as in human coaching. Since the AI coach is algorithm-driven, all predictable, routine tasks like debriefing, feedback and follow-up are the top strengths of an AI coach. According to research by Carolin Grabmann and Carsten C. Schermuly, AI coach is quite capable in Problem identification (especially when there is a pre-defined task), goal development, generation of solutions, follow-up and feedback in case of a breakdown in the action plan. Providing insights based on real-time analysis of the conversation would further help the client in elevating their self-awareness.

?Now imagine with this scale and capabilities, every person on this earth having access to a personal coach. ?What kind of societal transformation this can lead to, we cannot even dream of.

?All this seems very exciting indeed which brings me to also look at the flip side of AI coaching. My short one-time experience of working with an AI coach made me question what really is coaching. Most people, especially new coaches believe that coaching is asking great questions to enable clients to get insights into their own behaviour. And I am not saying it’s not true, but only partially. Coaching is more than asking questions. Coaches make sense of what is not being said and what's happening in the periphery of the client. They are capable of reading in between the lines. They offer their presence to the client. They can bring in relational and spiritual intelligence. Human coaches bring in closeness, commitment, and compassion.? All this cannot be met through AI coaches presently.

Coaching has a context, which AI coaches may not have the ability to look into (as yet).

While AI coach has access to large datasets to arrive at insights, it is also at the mercy of the developer- someone who may not have the know-how to coach. Someone who may not be careful about how their ethnicity, race, gender, or in short- their personal algorithms- may influence the coaching conversation. Hence, resulting in bias. This further raises concerns for standards and supervision in coaching. While human coaches have access to supervision, who would supervise these bots? How would confidentiality be maintained? How would standardization take place if there is no ICF/ EMCC to regulate these bots?

I am also a little wary of a bot knowing me much better than my partner/ children/ relatives and friends. The latest technology enables people to choose their avatars which can be changed as and when required. These avatars can be charismatic and persuasive, harvesting human attention. This level of influence can and is leading to the manipulation of people. My worst fear about this is that in the future human relationships can become obsolete in themselves.

?AI coaching is perfect, almost flawless or destined to become flawless in future. ?The old-fashioned person I am, I prefer imperfect and messy over perfect and perfect. I prefer human.

Finally, I will talk about the biggest fear that coaches like me have. The fear of being replaced by AI coaches. Looking at the advantages of scalability, reach, cost and overall effectiveness, AI-augmented coaching and AI coaching are the future. ?Coaches will have to work with AI-augmented tools in order to better their craft. Does it mean that AI coaching will take over the world with a storm and we will have to turn into super coaches to survive? I believe that human coaches and AI coaches will have different playgrounds and those playgrounds will emerge with time.

Each time a new technology is introduced, it creates a wave of surprise and wonderment- in other words magic. And after some time when it becomes old, technology stops being magical. I will sign off by saying- dear fellow coaches, play with AI to create your own magic.

?References-

1.???? Passmore, J. & Tee, D. (2023) Can Chatbots like GPT-4 replace human coaches: Issues and dilemmas for the coaching profession, coaching clients and for organisations,?The Coaching Psychologist.?19(1), 47-54.

2.???? Passmore, J. & Tee, D. (2023). The Future is now:?Coaching Today, (July), 47, 8-13

3.???? Passmore, J. & Woodward, W. (2023) Coaching education: Wake up to the new digital and AI coaching revolution!?International Coaching Psychology Review, 18(1). 58-72

4.???? https://oxford-review.com/using-artificial-intelligence-to-enhance-coaching-a-new-study/

5.???? Gra?mann, C., & Schermuly, C. C. (2021). Coaching with artificial intelligence: concepts and capabilities. Human Resource Development Review, 20(1), 106-126.

6.???? Jowett, S., Kanakoglou, K., & Passmore, J. (2012). Application of the 3+1Cs Relationship Model in Executive Coaching.?Consulting Psychology Journal: Practice and Research,?64(3), 183-197.?https://doi.org/10.1037/a0030316

7.???? https://hbr.org/2023/06/how-ai-can-help-stressed-out-managers-be-better-coaches

8.???? https://www.aihr.com/blog/ai-based-coaching/

9.???? Passmore, J. & Evans-Krimme, R. (2021). The future of coaching: A conceptual framework for the coaching sector from personal craft to scientific process and the implications for practice and research.?Frontiers in Psychology. 12:5189.

10.? https://www.forbes.com/sites/forbescoachescouncil/2023/05/04/pros-and-cons-of-coaching-with-ai/?sh=79405bc2e728

11.? AI and the Future of Coaching- Coachesrising- Sam Issacson, Karim Hirani, Joel Monk in conversation

Disclaimer: While this write-up is researched by the author, the views expressed in the same are her own. In case of any concerns, please reach out directly to her.?

?

?