09 March 2026
AI-powered technology is advancing at such a phenomenal pace that it is now easy to imagine a future where much of the world as we know it is shaped by artificial intelligence. Not surprisingly, coaching is not immune to this possibility.
The coaching field has already passed through several eras. From the early “wild west” days of loosely defined coaching practices, through the professionalisation and evidence-based standards of recent decades, we may now be entering another phase: testing the boundaries of scalable AI coaching.
Until now, the evidence on AI-based coaching has been mixed, with obvious limitations, particularly around empathy and responsiveness. However, there is evidence of growing AI coaching capability, and a recent study comparing AI coaching with an ICF Master Certified Coach (MCC) produced some unexpected results.
This issue of Coaching Research in Practice explores what the study reveals about where AI coaching may outperform human coaching, and where human coaches still have the edge.
Read full article here: https://reciprocoach.com/en/coaching-research/198
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