Instructors Reborn: How Coaching is Stealing the Spotlight from AI-Generated Content in Education

(I’ve recently concluded a self-imposed 4-month sabbatical where I immersed myself in exploring the intersection of AI, skills, and learning. As I search my next opportunity in this rapidly evolving field, I wanted to share some of my more provocative insights. This is the first in a series of articles that dives into how AI is transforming the world of IT training and skills.)

For decades, instructor-led IT training companies like Global Knowledge , QA Ltd , and NetCom Learning have had to fend off competition from self-paced training giants like Skillsoft and Pluralsight (and more recently, the rise of Coursera and Udacity ). The promise of cheaper, scalable learning had made self-paced courses attractive, pushing traditional IT training companies to innovate or risk being left behind.

But now the playing field is shifting even further. With the flood of AI-generated IT training content, self-paced learning is becoming cheaper—and even less effective—than ever. Learners are swimming in a sea of mass-produced content that lacks depth and real-world applicability. The future, however, isn’t just about better content. It’s about how learners apply that content in real-world, team-based scenarios, and that’s where the instructor of the future will thrive.

Instructors Aren’t Content Creators—They’re Coaches

We need to rethink the role of the instructor entirely. As AI-generated content continues to improve, it won’t matter where learners get their foundational knowledge. They could read books, watch videos, take AI-powered self-paced courses, or even pick up skills through on-the-job experience. But that’s just the starting point.

The real value of an instructor is in workshop facilitation, team coaching, and live adaptation. Imagine an instructor running a session where the focus isn’t on delivering content but on creating high-impact, hands-on workshops where learners engage in real-world, team-based exercises. The instructor acts like a coach, adapting the session to the group’s needs, answering on-the-fly questions, and guiding learners as they collaborate in solving complex problems.

This is a departure from the traditional instructor-led model, which centers on delivering information. Instead, instructors become facilitators of mastery, guiding learners through exercises that emphasize doing, learning in context, and collaboration—skills that AI cannot replicate effectively.

Personalizing Courses Around Expert Instructors

A critical part of this new approach is putting the instructor front and center, making their expertise part of the value proposition. Learners should know exactly who they are learning from. Highlighting the credentials and experience of each instructor adds credibility and personalization to every course. In fact, class or course titles themselves should reflect this:

“Advanced Cloud Security: A Masterclass by John Doe, Certified AWS Solutions Architect”

When learners know they’re receiving direct guidance from a seasoned expert, they are more likely to engage and value the course. This also sets instructor-led training apart from generic AI-generated content that lacks the depth and real-world experience a human instructor brings. It also positions the instructor as a trusted source of truth, unlike AI-generated content which can be misleading, or simply wrong if not checked. Who will you rely on – the seasoned expert or the algorithm?

The AI Threat: One-Size-Fits-All Learning is Here

AI is already producing a tidal wave of cheap, generic IT training content. Self-paced courses are being auto-generated, quizzes are being mass-produced, and simulated assessments are becoming more common. While this makes content cheaper, it also dilutes its value. Learners might know about a topic, but they often struggle to actually apply that knowledge in their jobs.

But as AI continues to evolve, it will get better at mimicking human interactions. AI-generated videos, podcasts, and even simulations will begin to approximate the experience of learning from a person. So, what’s left for instructors?

Team-based coaching. AI can’t coach a team through live problem-solving scenarios. It can’t read the room, pivot strategies based on group dynamics, or handle the unexpected challenges that arise in collaborative settings. This is where human instructors will always have the edge.

Virtual Labs: Enhancing Team-Based Learning

The use of multi-user, shared virtual labs offers a unique opportunity to provide real-world practice in controlled yet dynamic environments. These virtual labs simulate realistic business environments, allowing learners to collaborate as they would in actual workplaces. This model not only teaches learners how to troubleshoot technical problems but also fosters teamwork and leadership in real-world settings. This is something that AI-generated content cannot do.

An example we can learn from is cybersecurity training, where virtual ranges are used for practice scenarios like 1 vs 1 exercises, capture the flag, or red team vs blue team competitions. In these settings, the instructor acts like a range master, adjusting the environment based on the learners’ performance and introducing new challenges as necessary. While these types of cyber ranges are highly specialized, the broader idea of dynamic, real-time team-based learning applies across many IT disciplines.

Instructors can use similar approaches in broader IT training by adjusting the parameters of virtual labs to reflect the complexity of real-world scenarios. Whether it’s simulating network outages, troubleshooting cloud infrastructure issues, or managing a full-scale IT security breach, virtual labs allow instructors to guide teams through hands-on problem-solving that no AI-driven self-paced course could replicate.

The Future: Instructors as Coaches

In this new model, the instructor’s value lies not in delivering content but in facilitating team-based learning experiences and managing dynamic virtual environments. Think of it as an evolution of the 1:1 coaching model—except now, it’s team coaching, enhanced with virtual labs. Here’s what that looks like:

1. Dynamic, Team-Based Role-Playing: Instead of traditional lectures, workshops focus on learners taking on specific roles within a team—mirroring real-world IT projects. Instructors guide teams through these scenarios, adjusting on the fly and offering immediate feedback. In virtual lab environments, learners can tackle realistic problems while collaborating across simulated company networks and systems.

2. Adapting to Team Dynamics: As the team works through challenges, the instructor can shift gears, slow down, or refocus based on the group’s progress and individual needs. Virtual environments allow instructors to introduce new layers of complexity, adding or removing challenges in real time.

3. Focus on Problem-Solving, Not Memorization: The content becomes secondary to the skills being applied. The real learning happens as teams collaborate on solving complex, real-world problems, with the instructor providing guidance, correction, and insight along the way. In virtual lab settings, learners get the chance to practice troubleshooting in a fully simulated business environment with real-time feedback from the instructor.

The Resurgence of Instructor-Led Training: A New Value Proposition

The flood of AI-generated courses is lowering the bar for content but raising the bar for application. Learners don’t just want knowledge—they want to know how to use it. This is where instructor-led training can have a massive resurgence, but it won’t look like the instructor-led training of the past.

Here’s why this evolution works:

1. Scalable Team Coaching: Unlike traditional expensive 1:1 coaching, instructors can work with teams in virtual environments, offering scalable guidance that delivers real-time value. The power of this approach lies in its efficiency and ability to simulate real-world IT environments where collaboration is key.

2. Real-World Application: AI-generated content might teach learners theory, but it can’t walk a team through the complexities of troubleshooting a live network issue or managing a cybersecurity incident as a group. Instructors can replicate these scenarios in virtual labs, guiding the team through the process and ensuring every member contributes and learns.

3. Adaptive Learning in Real Time: While AI is improving in mimicking human interactions, it’s still limited by pre-scripted algorithms. Instructors can sense when learners are confused, bored, or stuck, and they can adjust the session in real time. This level of responsiveness and adaptability, especially in virtual lab environments, is crucial in helping learners stay engaged and achieve deeper understanding.

4. Highlighting the Instructor as a Core Value: By featuring the name and credentials of the instructor in the class or course title, you emphasize the credibility and expertise behind the training. For example, "Advanced Network Architecture by Jane Smith, Cisco Certified Architect" tells learners they are learning from a seasoned expert, not just consuming generic content.

What Instructor-Led IT Training Companies Must Do Now

The rise of AI isn’t a threat—it’s a call to action for instructor-led IT training companies to rethink and evolve. Here’s what companies should do to remain relevant:

1. Separate Content from Delivery: Acknowledge that learners will come to your workshops having already absorbed content through various sources. Your job is no longer to deliver the content but to facilitate learning by doing. Create workshops and virtual labs where teams can apply what they’ve learned in real-world simulations, guided by expert coaching.

2. Focus on Team-Based Learning: Develop role-playing exercises, team-based challenges, and virtual labs that mimic real IT environments. This not only teaches technical skills but also hones soft skills like leadership, communication, and collaboration, which are critical in today’s IT landscape.

3. Evolve the Instructor’s Role: Instructors are no longer just teachers—they’re coaches and facilitators. Train your instructors to guide teams, adapt to live learning environments, and configure virtual labs that replicate the dynamics of real-world IT challenges. The instructor becomes the critical link between knowledge and application.

4. Highlight the Human Advantage: Market your courses around the idea that while AI can deliver content, it can’t replace human expertise in guiding teams through real-world challenges. Position your instructors as experts who help learners go from knowing to doing in a team-based, collaborative setting, leveraging the power of virtual labs to enhance the learning experience.

Case in Point: Team-Based Learning at QA Ltd

QA, one of the UK’s leading IT training providers, has embraced the future by offering team-based role-playing exercises in their courses. These sessions mimic real-world IT challenges, from managing security breaches to deploying cloud infrastructures. QA’s instructors don’t just teach—they coach teams through the complexities of these scenarios, adapting the session to the group’s progress and providing immediate feedback.

Conclusion: Coaching the Teams of Tomorrow

AI-generated content will continue to get better, cheaper, and more prevalent. But AI can’t replace the value of team-based coaching and virtual lab management—the ability of a skilled instructor to adapt, engage, and guide learners through real-world challenges in a team setting. Instructor-led training companies that embrace this evolution will not only survive but thrive in the AI-driven world of IT training.

The future isn’t about delivering content. It’s about coaching teams to apply that content in the real world, with virtual labs providing the practical foundation. The question is:

Are you ready to lead this evolution?