Can AI coaching really deliver?

With 46% of organisations eager to invest in coaching to support workforce development, AI is stepping in to democratise access to coaching. But can AI coaching really deliver the same impact as human coaches? And what does this mean for HR leaders who are rethinking their L&D strategies?

CoachHub, the global digital coaching platform, is tackling these questions head on by debunking four of the biggest myths about AI coaching, from concerns over bias to fears about diminished critical thinking.

• AI coaching enhances critical thinking rather than diminishing it.
• AI coaches do not replace human coaches but complement and expand access to coaching.
• Human oversight is key to mitigating AI bias in coaching.
• AI coaching delivers real, measurable benefits for employees and organisations.

AI tools are already prevalent in the workplace, and their evolving capabilities are opening the door to exciting new applications, including AI coaching. This shift is coming at an exciting time, as 46% of organisations want to invest in coaching to support workforce development. At the same time, new AI use cases inevitably bring changes, and AI coaching is set to reshape how organisations develop people, enhance employee growth, and integrate continuous development in the workplace.

The use of AI also comes with concerns - namely around bias, job displacement, and its impact on critical thinking. For AI coaching in particular, there is also a general worry that it simply won’t have the same impact as a human coach. As such, experts at CoachHub, the global digital coaching platform, have offered their insights to debunk some of the key myths surrounding AI coaching, and shared advice to businesses that are looking to deploy their own solution.

Myth 1: AI will lead to less critical thinking

The rise of workplace AI tools has resulted in organisations fearing that their employees will “switch off” and let the technology take over. For AI coaching the reality is the opposite - AI coaches should support more critical thinking, metacognition (awareness and regulation of one’s own thinking process), and better decision-making. This is because AI coaching is built on evidence-based psychological theories and coaching methodologies, not random internet knowledge, guiding coachees to work out the best approach, rather than giving them the answer. As a result, the wide use of AI coaches creates an incredible amount of value to organisations and employees, including enhanced wellbeing, improved confidence, and refined skillsets.

“Coaches - whether they’re AI or human - guide people to their ‘aha’ moment. They empower coachees to own their development and remain committed to their growth”, says Hilary Aylesworth, Chief Product and Technology Officer. “An AI coach shouldn’t allow coachees to become dependent on it for answers; if anything, it should put the responsibility back on coachees to make decisions, think critically, and share ideas on how to solve problems. The AI can give feedback, expand on a coachee’s suggestions, and offer support, but it shouldn’t provide all the answers. That way, employees will refine their existing skills, and develop new ones.”

Myth 2: AI coaching will push out human coaches

Coaching is deeply rooted in human connection, understanding, trust, and skills. But coaching initiatives are usually reserved for leaders or specific cohorts within an organisation, limiting the impact that coaching can have on organisational growth and development. AI can help expand access to coaching, but it won’t replace human coaches. Instead, it will free up their time to focus on coachees who need their specialized skills and uniquely human techniques. Meanwhile, AI will provide coaching opportunities to a broader audience.

“Human coaches are in finite supply, and associated processes have traditionally not been easily scalable. So an AI coach that draws on established coaching methodologies and frameworks can act as an introductory tool to coaching,” says Laurel McKenzie, Principal Behavioral Scientist. “AI coaches can enable upskilling and professional growth through role-playing, goal setting, and day-to-day guidance. When someone faces more complex and nuanced challenges, human coaches will always be there to deliver that support. The goal is to offer every employee - regardless of their seniority - a baseline, and an AI coach is exactly that. It has the potential to democratise coaching and spur on skill development on a global level.”

Myth 3: AI coaching will exacerbate bias

AI’s impact on inequality has become a widespread concern. For organisations looking to offer AI coaching, human oversight is the number one solution to mitigating this. Human skills like emotional intelligence, critical thinking, and communication will ensure AI coaching is used in a fair and ethical manner. And their importance will only increase as AI innovation accelerates; in fact, 95% of employees agree that human skills are timeless.

“Coaching is the gateway to a more inclusive and welcoming organisation, so it’s critical that AI coaches help cultivate this,” says Aylesworth . “Keeping humans in the drivers seat will ensure AI coaching remains ethical and transparent. For instance, organisations can develop policies and guidelines to ensure the coaching tools are used properly, and outline procedures if an AI coach does show bias. It’s also important that solution providers train their AI coaches with the right data to help recognise and mitigate bias responses. With this holistic approach, AI coaching can be deployed safely.”

Myth 4: AI coaching can’t make a real difference

Perhaps the biggest myth is that AI coaches are all style and no substance. AI democratises access to coaching, and extends its impact across a workforce to supercharge development at every level. Even incremental improvements can snowball into holistic growth.

“AI coaching excels in low-complexity situations, like helping someone give feedback for the first time, or helping prepare for an important presentation. If the AI coach improves performance, productivity, or skill development by even just 1-3%, that’s a tangible benefit. If it enhances employee retention and engagement on a large scale, it can create significant benefits for organizations”, McKenzie explains.

“AI is touching and evolving every industry; the coaching community is no different” Aylesworth adds. “It’s an exciting time, because AI opens up new possibilities and opportunities for transformation in both how coaching is delivered, and the impact it has on employees and business outcomes. For coaches, AI can free up their time without neglecting clients. For coachees, they have access to critical resources to help them reach and surpass their goals. And for organisations, they have a solution that is cost-effective and holistically beneficial. We’re only just scratching the surface of what AI coaches are capable of.”