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Artificial intelligence coach bots: coaches’ perceptions of potential future impacts on professional coaching, a qualitative study.

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Bruning, Francisca and Boak, George ORCID logoORCID: https://orcid.org/0000-0002-4489-3096 (2025) Artificial intelligence coach bots: coaches’ perceptions of potential future impacts on professional coaching, a qualitative study. Journal of Work Applied Management.

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Abstract

Purpose
This research aimed to understand perceptions of experienced coaches of the potential changes and impacts artificial intelligence (AI) coach bots pose to the coaching industry in the imminent future.

Design/methodology/approach
This was an exploratory qualitative study in which semi-structured interviews were carried out with nine credentialed professional coaches with a range of experience with AI coach bots. The data were analysed using thematic analysis.

Findings
Four themes were developed from the data: (1) The limited coaching capabilities of AI coach bots; (2) the greater accessibility of AI coaching services; (3) possible AI-human hybrid service delivery and (4) ethical issues in using AI coach bots. The interviewees emphasised the importance of the human presence, human qualities and human characteristics in the coaching context.

Research limitations/implications
The study was limited by the small sample size, so the findings cannot be statistically generalised to the coaching industry.

Practical implications
Alignment with earlier studies indicates that practical implications of the study are that coaches might usefully explore hybrid delivery of services and that professional bodies should establish clear guidelines for the ethical use of AI coach bots.

Originality/value
This is one of the first studies exploring the impact of AI coach bots on professional coaching and the coaching industry.

Item Type: Article
Status: Published
DOI: 10.1108/JWAM-12-2024-0178
School/Department: York Business School
URI: https://ray.yorksj.ac.uk/id/eprint/11818

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