AI Coaching: Insights from a Systematic Review for the Coaching Profession

A recent systematic literature review by Passmore, Olafsson, & Tee (2025) synthesises emerging evidence on the role of AI in coaching, offering critical implications for both coach training and professional practice.

AI coaching is defined as a “synchronous coaching experience, where the machine replaces the role of the human coach, facilitating their human client in goal setting, issue exploration, personal reflection and developing insights and actions” (Passmore & Tee, 2024).

As AI-based coaching tools become more accessible, or as the young adults on TikTok say ‘coaches in my pocket’, particularly for structured, goal-directed interventions, it is essential for practitioners and trainers to critically assess their use, limitations, and ethical implications.

AI tools appear effective for narrow, goal-focused interventions particularly where structured models such as GROW, CBT, or solution-focused frameworks are applied. However, there is limited evidence supporting AI efficacy in complex, emotionally charged, or culturally nuanced coaching contexts.

Current research (e.g., Graßmann & Schermuly, 2021; Terblanche et al., 2022) suggests that while AI may replicate the behaviours of learner coaches reliant on established models, it does not approximate the adaptive, relational, and intuitive capacities of experienced practitioners.

AI is increasingly positioned as a complementary tool supporting human coaches by automating session notes, tracking agreed actions, managing intersessional nudges, performing coach-client matching, and analysing performance metrics (Passmore & Tee, 2023).

It is incumbent upon coaches to assess AI tools for:

Transparency and explainability

Data privacy compliance

Mitigation of bias

Appropriate client disclosures and referral boundaries

The review highlights the emerging value of hybrid models where digital tools support structure, monitoring, and action planning, while human coaches retain responsibility for ethical decision-making, reflective dialogue, and cultural sensitivity.

One such example is Genius Finder, which integrates psychometric assessment, tailored strategy generation, and interactive action planning. It exemplifies an ethically designed, evidence-informed coaching companion that supports rather than replaces the coach.

As the field evolves, digital literacy and critical engagement with AI tools are becoming essential components of coach training. Tools like Genius Finder may support scalable, evidence-based coaching—provided human judgement, ethical awareness, and relational presence remain central to practice.

The systematic review underscores that while AI coaching is no longer a distant concept, its optimal role lies in targeted, clearly defined applications rather than wholesale replacement of human practitioners. For the coaching profession, this represents both an opportunity and a challenge: to embrace AI as a tool that enhances accessibility, structure, and efficiency, while safeguarding the relational depth, ethical responsibility, and cultural sensitivity that define effective coaching. As digital capabilities expand, the profession’s credibility will depend on its ability to integrate AI thoughtfully – anchoring technological innovation in evidence-based practice and human-centred values. In this balanced space between automation and empathy, the future of coaching will be shaped.

At Genius Within CIC, we have been delivering and researching neurodiversity coaching since 2011. Last year, we announced the release of our latest Neurodiversity Coaching Impact Review, written and researched by Dr Nancy Doyle, Chief Science Officer and Founder of Genius Within.

The report examines the impact data of utilising our platform Genius Finder, alongside assessments and coaching – and explores the effectiveness of our suggested pathway providing a “stepped” support process (vs the traditional gatekeeping pathway). Spoiler alert: the stepped approach performs better from both a cost and efficacy point of view. This is huge for all those working on Occupational Health and for any HR Professionals.

Check out our report here.

This article was written by Gunjan Odedra, Occupational Delivery Team Leader at Genius Within