AI in coaching: will artificial intelligence soon take over the industry? A chatbot as a coach? Opportunities and limits of digital companions

Artificial intelligence in the Coaching - most diverse The company are already working feverishly on a solution. They want to make coaching affordable for everyone and see AI as the solution. New opportunities are also opening up for experienced coaches to provide targeted support for the development process. 

But what does this mean for you as a client? Will you be talking to an app about your professional challenges in the future? Current studies show that AI offers exciting new potential, but has clear limits, especially when it comes to interpersonal depth (Mai & Rutschmann, 2023).

What is AI coaching?

AI coaching refers to the integration of technological innovations into the coaching process. This ranges from chatbots for initial self-reflection to „hybrid“ models (AI-augmented coaching) in which a human coach is supported by intelligent systems (Greif, 2025).

What can AI already contribute?

Some AI tools can answer our questions - others create images or are used to create texts. Even for these texts, there are programs that are designed to distinguish between human text and other texts.

Initially, this has little to do with coaching.
From another perspective, there may be a way to use AI in coaching after all. People who are interested in Coaching or have specific problems that they are trying to solve, AI tools can provide them with more information or even specific instructions for action. Here is an example:

Sometimes a coachee wants to know more about a topic. In addition to Google as a search engine, AI can certainly help here. But not every answer is correct! It is still up to us to judge the truthfulness of an AI's answer.

How will AI develop in coaching?

Let's imagine life a few years in the future again.
2040: We have a coaching program that we can always carry with us. So AI in coaching. Under what conditions does it work?

Current research assumes that hybrid models that combine humans and machines will become established in the future. In order for artificial intelligence to provide effective support, it needs data. This includes things such as age, gender, but also hobbies, health status and data collected in real time such as gestures, facial expressions, pulse ... AI systems are constantly learning and can analyze large amounts of data to identify patterns that are valuable for personal development (Greif, 2025). AI will next have to learn to formulate and apply meaningful questions.

So is AI an advantage in coaching?

Artificial intelligence is strong at evaluating data precisely and objectively. It is available at all times, more easily accessible and cost-effective. Nevertheless, coaching psychology shows that the heart of every successful coaching session is the human working relationship, the so-called „working alliance“ (Stork et al., 2026).

Motivation arises from human needs. Without the need to win a soccer match, I don't have the will to score a goal. This will - the motivation - connects people. And it is precisely in this connection that we find the aspect that makes human coaching unique.

Without this basis of trust and genuine emotional resonance, deep resistance can hardly be resolved. A human coach can use intuition and experience to draw attention to nuances that an AI would miss (Peukert, 2025). And it is precisely by asking such a question that they can bring about the desired positive change in a person's life.

Use of AI in coaching: is it safe?

The use of AI brings with it clear ethical and data protection challenges. As highly sensitive personal data is exchanged in coaching, transparency and the protection of privacy are paramount (Peukert, 2025). The safety of clients must be guaranteed.

It must also be ensured that algorithms do not reproduce unconscious biases that lead to inappropriate recommendations (Tomoski & Quirin, 2026). Our topics range from career to mental health. It is therefore important to use certified tools that adhere to the strictest guidelines. 

Innovative coaching practice: Where is AI already helping today?

1. Orientation and self-assessment: Chatbots help to systematically structure your own values, stress factors and concerns in advance (Mai & Rutschmann, 2023).
2. Analysis of progress: AI tools analyze data. That's probably what you do best. Whether feedback or progress - the chatbot provides further insights that can also save time.
3. Personalized content: With AI, individual training plans or exercises can be created quickly. These are adapted precisely to the customer's goals and needs. This tool is already being used in the fitness industry in particular.
4. Simulated practicing: In safe, partly virtual environments (virtual reality), coaches and coachees can practise difficult conversations or presentations in a realistic way in order to gain confidence (Peukert, 2025).
5. 24/7 support: Chatbots or automated systems also help clients outside of meetings. They are always available and lower the barrier to asking someone for help. They can also be used as an app to support the process through reminders and reflection. 
6. Transfer to everyday life: Between sessions, AI-supported apps remind participants of the implementation of goals and encourage continuous self-reflection through small impulses (Tomoski & Quirin, 2026).
   
   The use of artificial intelligence in coaching is definitely not a competitor. Because the coaching industry continues to grow. AI makes it possible to develop first-class service and solutions that work on a large scale. The use of artificial intelligence and tools such as ChatGPT must be skillful. But there's no denying it: AI coaching is a way of the future - our future. 

Mai, V., & Rutschmann, R. (2023). Chatbots in coaching. Potentials and possible applications of digital coaching companions and assistants. Organizational consulting, supervision, coaching, 30(1), 45-57. https://doi.org/10.1007/s11613-022-00801-3

Peukert, M. (2025). Developing an AI mindset: Recognizing and efficiently using the opportunities and challenges of artificial intelligence. Springer. https://doi.org/10.1007/978-3-658-47902-2

Stork, V., Mühlberger, C. & Behrendt, P. (2026). Success factors in coaching: How coaches can contribute to coaching success. In M. Quirin, E. Jonas, & C. Graßmann (Eds.), Coaching psychology: basics, methods and areas of application(S. 111-128). Springer. https://doi.org/10.1007/978-3-658-48449-1_2

Tomoski, R. & Quirin, M. (2026). E-coaching: Artificial intelligence and other digital trends. In M. Quirin, E. Jonas, & C. Graßmann (Eds.), Coaching psychology: basics, methods and areas of application(S. 265-286). Springer. https://doi.org/10.1007/978-3-658-48449-1_2

Author: Tim S. Tabrizi, founder of the ICI Frankfurt.

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About the author

Tim S. Tabrizi is the founder and managing director of Ihr Coaching Institut (Frankfurt). Certified Executive Coach (ICF, DBVC) with over 15 years of experience. 35 coaches throughout Germany. LinkedIn profile | Author page →