Coaching, as a profession, is evolving alongside technology, as it should. One of the most significant changes is the rise of AI-driven coaches. These virtual coaching tools use smart technology like advanced algorithms (to analyze your goals, communication style or progress to offer you tailored advice); natural language processing (technology that learns to understand the meaning behind your words); and machine learning (tailoring advice and feedback based on analyzing your responses and adapting to you over time). All of this to provide guidance, insights, and support at a fraction of the cost of what we human coaches charge. As you consider hiring a coach, I think it's worth exploring the potential advantages and limitations of AI coaching alongside the option of working with a real person. I know it's been useful for me to take time to do some research on this for myself - there's plenty more to explore and understand.

The Potential Upsides of AI Coaching

Affordability and Accessibility
AI coaching is typically much cheaper, and it is available 24x7, making it an accessible option for individuals or organizations with limited budgets. AI coaches don't require scheduling or downtime. If you need quick input or reflection in the moment, they are always on and ready to assist. This is great if you're awake in the middle of the night and in need of some guidance.

Data-Driven Insights

AI tools can analyze large amounts of data from assessments, questionnaires, and even conversational patterns to provide immediately tailored insights. These tools are strong in identifying trends and offering structured, objective feedback. As a human coach I find AI to be a helpful partner if I'm working with data and want to extrapolate some key insights.

Consistency
Unlike us human coaches, who bring our own experiences, assumptions, and potential biases into the coaching conversation, AI can apparently provide consistent responses based on programmed frameworks and evidence-based methodologies. I'm still learning about AI, as I work with it, and am not 100% sure it doesn't introduce biases based on the knowledge it has gained as it gets to 'know you'.

The Potential Downsides of AI Coaching

Lack of Human Connection
Coaching is a relationship. A significant part of the power of a coaching partnership comes from being seen, heard, understood, and supported by another person. AI may provide guidance, but it can't replicate the empathy, intuition, and nuanced understanding of a human coach.

Limited Emotional and Situational Sensitivity
While AI can simulate understanding, it lacks the genuine emotional intelligence needed to navigate the subtleties of complex individual or organizational dynamics. For example, when dealing with deeply personal challenges or workplace conflict, a human coach’s ability to ‘read the room’ or explore ‘beneath the surface’ is not replicable by AI.

The Risks of 'One Size Fits All'
AI systems operate based on their programming and training data, which may not account for every unique situation or cultural context. This can lead to advice or questions that feel impersonal or irrelevant.

Ethical Concerns and Confidentiality
Data security and ethical use of sensitive information are critical considerations. While reputable AI platforms prioritize these concerns, the risk of data breaches or misuse should be a definite concern for all of us.

Developmental Depth
AI coaches are excellent for transactional or surface-level growth, such as designing next steps or setting goals. However, for transformational coaching - work that requires deep exploration of identity, values, and beliefs - AI is not equipped to partner and support in the same way that a skilled human coach can.

The Value of a Human Coach in a World with AI

While AI coaching offers some great possibilities, ones that I can acknowledge appreciating, I believe it's important to recognize what makes us human coaches uniquely valuable:

Our Ability to Create a Safe Container

A human coach can create a safe and intimate space for vulnerability, exploration, and reflection - something AI cannot authentically replicate.

Adaptability and Presence

Humans can pivot based on tone, body language (in person or via video), and the intangible dynamics of a conversation.

Co-Regulation

As humans, we are inherently social beings. Between us there is a dynamic process that is always occurring - it's where our nervous systems meet one another. A skilful coach is able to bring a nervous system that allows the client to find safety, connection, and regulation. A calm and regulated coach can help soothe someone who is dysregulated and by doing so, bring their nervous system into balance. A human coach is able to attune to a client and to be mindfully present. Because co-regulation involves non-verbal cues such as facial expressions, tone of voice, and presence, AI coaching is not able to participate in this critical process of co-regulation. 

Personal Growth Through Relationship

A meaningful coaching relationship often serves as a mirror, revealing patterns in how you relate to others and helping you grow in ways that ripple out into other areas of your life.

Finding the Right Fit for You

The choice between an AI or human coach will depend on your needs, values, goals, and budget. If you're seeking quick, affordable support with well-defined objectives, AI might be a good starting point. However, if you want a deeply transformative experience grounded in compassion, connection, and deep expertise, your investment in a human coach will likely be far more meaningful and rewarding.

I acknowledge that as AI continues to develop, the future of coaching will likely blend both worlds. The most important thing is to choose the option that resonates with your needs and aligns with what is most important for you.

 ...Who Focuses on What Matters Most To You

Hiring a coach is an important decision. I hope this guide helps you find someone who will partner with you and profoundly impact your life. If you’re reading this, chances are you’re exploring coaching because you sense the need for change. Perhaps something isn’t working, and you’re unsure why. Or you know exactly what it is but don’t know how to address it. Maybe you feel untapped potential within you but struggle to find the time, space, or clarity to reflect and take meaningful action.

Why Coaching Matters Now

I have experienced the deep and profound experience of a skilled coach, and I can confidently share that a masterful coach doesn’t change your life, they empower you to change it yourself. I’d like to share my ideas for how to be thoughtful in your decision.

The world feels challenging, things are changing quickly and not much feels certain or clear. A coaching partnership offers a safe, structured space to pause, reflect, and consider other perspectives and possibilities. Whether you’re navigating professional transitions, exploring your purpose, or building your confidence, the right coach can partner with you to shift challenges into insights, learnings, and opportunities.

Choosing the right coach has become more important and more challenging. The coaching industry has grown significantly, with more coaches offering services, a lack of widespread regulation, and a wide array of coaching types and specialties. Social media has further complicated matters, allowing individuals to present themselves in ways that may not reflect their actual expertise or impact. At the same time, the heaviness, uncertainty, and confusion of our current state of reality has led many of us to pause and reexamine who we are, what truly matters, and where we want to focus our energy and attention. For those looking to make meaningful contributions and align with their purpose, finding the right coach has probably never been so crucial or complex.

Factors to Consider When Hiring a Coach

Here are some factors to keep in mind when choosing a coach:

The Coach-Client Fit: More Critical Than Ever

The success of a coaching relationship depends less on how remarkable the coach is and more on how well you fit together. Coaching is a partnership. Research consistently highlights that ‘fit’ is a key predictor of positive outcomes in a coaching partnership.

Start by shortlisting a handful of coaches whose profiles intrigue you. Ask your HR or OD department, search online directories, or seek recommendations from trusted colleagues, friends, or family. Most coaches offer complimentary 30-minute introductory meetings - take advantage of these to assess your fit.

Accessibility and Flexibility

The rise of virtual coaching means you can work with a coach from anywhere. This has made coaching more accessible, but it also means finding the right coach may involve sifting through more options. Decide whether you value face-to-face interaction or are comfortable working virtually.

Confidentiality and Trust

Confidentiality, trust, and psychological safety are essential. Ensure your coach offers a clear confidentiality agreement, especially if your coaching is sponsored by your organization. Address potential conflicts of interest upfront and clarify how information will be shared, if at all, with interested parties such as HR or your manager.

Coaching Style: Directive vs. Facilitative

Coaches typically lean toward one of two styles:

Directive: Offers advice and strategies to solve immediate problems. This can feel efficient but may not foster long-term self-reliance.

Facilitative: Encourages deep reflection, helping you uncover your own answers. This approach builds sustainable growth but can feel slower in the short term.

Consider what you need most in your current circumstances and align it with the coach’s style. Read more about ‘Coaching Styles’.

Credentialing

When choosing a coach, it's worth noting the importance of credentials from the International Coach Federation (ICF), the leading global organization for coaching standards and ethics. The ICF offers three levels of certification: Associate Certified Coach (ACC), Professional Certified Coach (PCC), and Master Certified Coach (MCC). Each reflects a progression of training hours, client coaching experience, and demonstrated skill mastery. These credentials provide reassurance that the coach adheres to globally recognized standards, has undergone rigorous training, and abides by a professional code of ethics. 

While it's valuable to ask your prospective coach about their credentials, I don't believe it should be the sole factor in choosing your coach. Many coaches with a PCC credential have completed substantial training and client hours that qualify them to pursue an MCC credential but have not yet completed the process. Credentials provide insight into a coach’s training and commitment to professional standards, but your ultimate decision should also consider how well the coach aligns with your needs, values, and goals.

Artificial Intelligence and Coaching

As AI becomes more integrated into coaching practices, it’s important to ask your potential coach if they use AI tools and, if so, how they incorporate them into their work. While these tools can enhance efficiency and provide additional insights, they also raise questions about data security and confidentiality. Make sure to discuss how your sensitive information will be protected and ensure that any use of AI aligns with your comfort level and expectations for privacy. 

As AI coaching tools emerge, you may be weighing the benefits of a human coach against AI-driven options. AI coaches offer affordability, accessibility, and data-driven insights, but they lack the emotional depth, intuition, and nuanced understanding of a human coach. Human coaches bring relational expertise, instinct, adaptability, and the ability to notice and navigate emotions and somatic states. While AI may complement the coaching process, the decision to choose between human and AI coaching depends on your goals, values, and the depth and intimacy of the support you seek. For more on this, read AI Coaching: Is It An Option for You?

Integrity and Authenticity

A coach should embody the principles they guide you through. Are they investing in their own growth? Do they model ease, curiosity, and adaptability in uncertain times? I recommend looking for a coach who walks their talk and inspires you to do the same. A wise teacher once reminded me that ‘sometimes I am a few steps ahead of my client, sometimes I’m a few steps behind, and sometimes I’m right there with them’. It helps when I’ve walked a similar path to you, but it’s not always going to be possible, or I might only walk that path later in my life. A coach can always learn from their client, in fact this should always be true.

Cost and Value

Coaching rates vary widely, influenced by factors such as experience, qualifications, geography, and program duration. While executive and leadership coaching tends to be more expensive, a higher cost doesn’t always guarantee a better fit. You’ll need to do some price comparisons as this is an unregulated industry where often, anything goes.

Life Experience vs. Industry Knowledge

While some clients value coaches with industry-specific experience, it’s often unnecessary. A skilled coach will partner with you, ask questions that challenge your assumptions, offer new perspectives, and support you in navigating complexities, regardless of their background. What often matters more is the coach’s life experience and their depth of coaching expertise.

Less experienced coaches may lean toward a tactical approach, focusing on immediate goals or specific challenges. This can be helpful in addressing short-term needs but may not always delve into the deeper layers of what’s driving those challenges. More experienced coaches tend to prioritize what matters most to you. They focus not just on outcomes but on how you are relating to your goals and issues, exploring underlying patterns, beliefs, and behaviors that impact long-term growth. A coach with years of experience will often bring a broader perspective, helping you to uncover transformative insights and develop a stronger, more sustainable way of navigating your professional and personal life.

I also believe it’s imperative that the coach has gone through their own inner work journey, whether through coaching or therapy. A coach who has done the work they are supporting you to do will bring greater authenticity, empathy, and a deeper understanding of the complexities involved. This personal experience ensures that your coach is not just guiding you theoretically but is walking alongside you with genuine insight and integrity.

Mentorship, Therapy, and Coaching

Mentorship, therapy, and coaching are distinct - be sure you’re hiring for what you need most. A skilled coach who has integrity will listen and let you know if you need something other than coaching.

Some Practical Tips for Decision-Making

Trust your instincts and gather data. Pay attention to how your body feels during an introductory meeting. Do you feel at ease? Excited? Comfortable with their approach?

Clarify what matters most. Write down your goals for coaching, the qualities you value in a coach, and the criteria that must be met to allow you to feel safe enough to be open and honest. Use these as benchmarks during your selection process.

Reflect on alignment. A great coach meets you where you are and treats your concerns as unique, not templated. If you feel pressured or boxed in, it’s a sign that this coach is not right for you.

Partnering for Success. Look for a coach who views the relationship as a partnership - someone committed to walking alongside you rather than telling you what to do. The best coaches focus on unleashing your brilliance, helping you tap into your potential, rather than showcasing their own expertise. A great coach empowers you to discover your own answers and grow in confidence, creating sustainable, meaningful change that truly belongs to you.

Choosing the right coach is a deeply personal decision that can profoundly impact your life. Take the time to find a coach who partners with you, meets you where you are, is curious about what matters most to you, and empowers you to uncover the meaningful change you seek.

I wish you clarity and success as you search for the coach who is right for you.

If you are interested in an exploratory conversation, please contact me.

On this Women’s Day my attention goes to the millions of young girls and women of all ages, who currently face, and who have faced in the past, unimaginable suffering and loss due to conflict that is unnecessary and incomprehensible. While new conflicts erupt, I am ever aware of the women who have suffered in conflict zones before this. It is in these times that there is a reigniting of trauma and a reliving of painful experiences. I often imagine and feel an unbreakable golden thread that connects all women and girls…a thread that intertwines through each of us and carries with it our grace, dignity, and strength that we share as a collective. My strength is yours; my dignity is yours; and my grace is yours. I am reminded so often by the many women in my life that if not for their strength, their dignity, and their grace, I would not be able to find my own.  

Image: Golden Thread. Painting by Oksana Lekhniak, Ukraine