My Doctoral Research on AI Coaching

The starting point for this research was something one of my clients said to me.

“Apparently, AI can provide coaching now too.”

My first reaction was concern. Could AI take over my profession as well? For me, coaching is not simply about asking the right questions, setting goals or creating an action plan. It is a human process that involves a relationship based on trust, ethical responsibility, careful listening, noticing what is not being said as well as what is said, and creating meaning together.

I later realised that the real question was broader than whether AI could replace human coaches.

How do people experience AI coaching, and do they genuinely see what they experience as coaching?

AI coaching has grown rapidly in recent years. Being available at any time, offering support at a lower cost and removing geographical barriers may make coaching accessible to more people. These systems may also appeal to people who want to discuss sensitive issues without fear of being judged. As large language models develop, conversations with AI are becoming more natural and human-like.

However, accessibility alone does not show that a meaningful coaching experience is taking place. Interaction with AI depends largely on what the user is able to express. Yet the issue a person brings to a session may not always be the real issue that needs attention. Through questions, silence, emotions and changes that emerge during a conversation, a human coach may notice something that was not visible at the beginning. An important question is whether AI can do this when users cannot clearly identify or describe their own situation.

This leads to another question. If a system helps someone achieve certain goals, does that mean it is truly providing coaching? To what extent can the essential elements of coaching, such as relationship, trust, empathy, ethical responsibility and creating meaning together, exist in an interaction with AI? Or is what we call “AI coaching” a different form of developmental support?

In my doctoral research at Oxford Brookes University, I explore these questions through users’ experiences. My study includes individuals who choose to use AI coaching as well as organisations that select and introduce these systems for their employees. I aim to understand why people use these tools, what they expect from them, how they evaluate their interactions and how they make sense of the experience.

The purpose of my research is neither to promote nor reject AI coaching. Rather than starting with assumptions about what the technology can do, I focus on what people actually experience. The future of AI coaching will be shaped not only by the capabilities of the technology, but also by how people experience it and the meaning they give to that experience.

My central research question is

How do people experience AI coaching, and how do they make sense of their experiences?

My doctoral research is ongoing. The findings and conclusions have not yet been published.