Expert Panel® Forbes Councils Member
Forbes Coaches Council COUNCIL POST
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The use of artificial intelligence is becoming increasingly common in the world of coaching. AI-powered tools can quickly synthesize and generate information, as well as help with brainstorming and organization. However, some tasks require a human touch, and an overreliance on AI tools could prove detrimental to a coaching practice.
Below, members of Forbes Coaches Council share potential downsides to using AI in coaching, from misinformation to missed opportunities to form deeper connections. Their insights can help coaches avoid common missteps if they choose to incorporate AI into their practice.
1. It Can Further A Client’s Sense Of Disconnection
So very often, the greatest gift a coach can offer a client is their presence. In our very disconnected world, coaching is a space where one can experience connection—by reconnecting with the inner self and through the deep listening of a truly empathetic other. Not only can AI never provide this, but AI can also reinforce a sense of solitude, furthering the disconnect that is underlying many clients’ challenges. – Bonnie Buckner, International Institute for Dreaming and Imagery
2. It Cannot Empathize With, Nurture Or Support Clients
AI does not yet possess emotional intelligence. It cannot fully empathize with the depth of a client’s lived experience. While sentiment analysis does exist, it cannot match your own intuition or grasp the array and intensity of emotions available to us as human beings. Use AI for brainstorming, but rely on your own insights to nurture and truly support your clients. – Marina Suholutsky, PurposeBuilt.io
3. It May Deliver Misinformation With Confidence
The main concern I have with AI tools is that they can confidently deliver inaccurate information. If you accept this information as truth and disseminate it, it could severely damage your reputation. Therefore, to safeguard your credibility, it’s crucial to verify any AI-generated information before relying on or sharing it. – Nancy Laney, PEAK Complyance
4. It Can’t Make Complex Connections To Find Root Causes
The use of AI in coaching is limited to considering the typical solutions to typical problems. It lacks the depth of understanding to realize that someone’s procrastination is linked to perfectionism, for example, caused by having a parent with a personality disorder. As a time management coach, I can make those connections and help clients heal the root cause. – Elizabeth Saunders, Real Life E
5. It Can Come Across As Robotic And Inauthentic To Clients
One potential con of using AI in coaching is that as its use becomes more prevalent, people may start to recognize and feel uncomfortable with its robotic language. The more AI is used, the more noticeable its lack of human-like emotional nuance and empathy can become, potentially diminishing the authenticity and effectiveness of the coaching experience. – Maria Ines Moran
6. It Can Appear Certain And Accurate, Even When Incorrect
Confidence is the closest proxy to competence, and that is what AI can do really well. It can provide the illusion of certainty and accuracy, while in reality, the advice or piece of information can be inaccurate or misleading. AI is going to replace many coaches, and while it will also make the really good ones even more valuable, nothing can replace a competent and confident coach who really cares. – Csaba Toth, ICQ Global
7. It Lacks Learned Experience And Emotional Responsiveness
AI lacks learned experience—not “data” learning, but “felt” learning. Emotions will never be fully understood through complex data mining. Yet, emotional responsiveness is key to successful coaching. It determines whether to press on further or accept information at face value. This is second nature to a human, who can then use this “read” to offer guidance and compassion with the heart in mind. – Candice Gottlieb-Clark, Dynamic Team Solutions
8. It Is A Resource; It Can’t Replace Human Connection
The role of a coach is to hold a sacred space for leaders to reflect and be truly seen and deeply heard. I believe coaching requires human connection, empathy and heart, which AI simply can’t provide. While AI has tremendous power as an information gatherer, synthesizer and thought-provoker, it only has value in coaching as one of many supplemental resources in the coach’s toolkit. – Steve Salee, Wildfire Strategies
When using AI in coaching, the responses you receive depend on the context you provide. “Big picture” thinkers may skip crucial details, while detail-oriented individuals might miss the broader context. Either scenario leads to incomplete answers. That’s why I prefer using AI to create contextualized coaching questions instead—ones that spark your creativity, so you develop your own solutions. – Gabriella Goddard, Brainsparker Ltd
12. It Loses The Nuance And Depth Of Inquiry
The nuance of inquiry in coaching may be lost in the realm of AI, and this can feel quite cold to a recipient. This may mean a lost opportunity to explore deeply with clients, which can give rise to other insights and connections. AI in coaching, at this point, can only go to a certain level, which may be beneficial for certain types of clients. However, I have found it lacking in depth in certain instances. – Arthi Rabikrisson, Prerna Advisory
13. It Can Erase Your Voice And Personal Energy
The major con in using AI in coaching is that it can start to sound like everyone else. Instead of standing out in your market, you begin to sound like a copycat, using the same buzzwords over and over again. Your coaching needs to sound like you. You want to have your own voice stand out. It’s what makes you unique, and putting your own energy behind the words makes them more energetically aligned. – Christine Williams, Shine Wellness LLC
14. It Can’t Consider The Totality Of What Is (And Isn’t) Said
One potential deficit in using AI in coaching is providing a “cookie cutter” answer to everyone who presents with the same issue. Without AI, you are more likely to provide a more customized and nuanced approach based on the totality of your conversations with the person. AI can’t possibly consider things like body language and tone of voice, nor the things that a person doesn’t say. – Kathy Bernhard, KFB Leadership Solutions
15. It Comes With Privacy Concerns
A potential con of using AI in coaching is privacy concerns. AI systems require access to sensitive personal data to provide personalized advice, which can raise issues around data security and confidentiality. Users may feel hesitant to share openly, limiting the effectiveness of the coaching process if they fear their information could be misused or breached. – Andre Shojaie, HumanLearn
