Ethical Dilemma of AI in Executive Coaching

As an executive coach, I've been reflecting on the role and application of AI tools in my practice. On the surface, embracing AI seems like a logical step forward, and I've already experienced its benefits: Note-taking, for instance. I used to be one of those old-school coaches who would jot down notes during sessions, spending 30 to 45 minutes afterward cleaning them up before sharing them with clients. It felt right; it helped me track the journey, and my clients appreciated the detailed notes. But now, AI has revolutionized this process. I can generate and share comprehensive notes and a summary within minutes of a session, complete with next steps. AI excels at administrative tasks like managing calendar bookings, sending reminders, and the like. But we are also increasingly tapping into AI during the actual coaching process.

I would expect that any coach intending to use AI in any way, shape, or form would start by seeking the client’s permission – I certainly do that, in all cases. But that’s not the issue here. Take an example; once a client felt trapped with only a couple of suboptimal options. As a challenge, I suggested we consult an AI tool for alternative solutions. The creativity and innovation the AI generated amazed us both. My client has since learned to integrate AI in solving complex challenges. I’ve also used AI to sift through complex submissions, distilling the critical issues or crafting summary statements of purpose. It has even helped me reflect on sessions by suggesting powerful questions I could have posed to support my clients better. And in a few cases, I send reflective questions or give them challenges after being prompted by AI.

There’s no doubt that AI enhances efficiency, effectiveness, and even broadens our thinking. However, as the saying goes, "Not all that glitters is gold." While I obtain client consent before using AI, I’m acutely aware of the risks. What if, someday, these conversations become public? Despite my responsibility to maintain confidentiality, once data is processed by an AI tool, do I still have full control over it? Do my clients fully understand the potential exposure they face when they agree to use AI?

Ethical questions also arise around fairness. Should I share the financial benefits that AI brings by reducing the time I spend before, during, and after a session? If I save time, is it fair to offer a discount to my clients? And what about when a client, having agreed to use AI in our session, discusses matters involving third parties. Could this inadvertently expose their colleagues’ situations to risks they’re unaware of? What protection do such third parties have in such situations? These are the ethical dilemmas I’m grappling with.

I believe I’m not alone in this rollercoaster of AI and its opportunities and ills. Other coaches likely face similar questions. What has been your experience with AI? What dilemmas are you encountering? How can we manage AI-related risks while still reaping its benefits?

I invite you to share your thoughts in the comments section.

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