Is AI Replacing Coaching?
One of the challenges AI presents is that more people are starting to use it as a replacement for coaches and therapists. You may have even seen the headlines about people forming relationships with AI “girlfriends” or using AI for guidance instead of real human support.
This is something we as coaches need to be aware of. If someone feels they’re getting the same – or better – results from AI at a lower cost, it’s naturally going to be a challenge for the industry – no matter what we make of it all!
It means we need to approach how we sell and deliver coaching services differently, and we need to highlight what makes human coaching unique and worth investing in.
AI is Generating Masses of Content
Another challenge is that AI makes it incredibly easy to create huge volumes of content, especially written content and images. While this can be useful, it also creates a lot of online ‘noise’. Standing out becomes harder because there’s just so much content flooding the internet.
For example, I was recently searching Pinterest for decor ideas for my daughter’s bedroom, and nearly everything that came up was AI-generated, and frankly, it was awful. If you were a decorator putting your original content out there, it would be much harder to get seen. This is exactly what’s happening in coaching: the sheer volume of AI-generated content makes it harder to stand out.
The good news is, there are authentic ways to overcome this challenge and standout – I cover this in my post How to Stand Out Authentically in a Noisy Coaching Industry.
AI is Another Tool We Have to Learn
AI is another tech tool we need to get comfortable with. For anyone running a coaching business today, competence with technology – from online systems to AI – is becoming essential.
Of course, learning AI can add to the overwhelm. And like any tool, if it’s not used properly, it can do more harm than good – because poorly generated AI content is another level of crap! But if we invest the time to learn it well, it can also become a huge asset in running a business efficiently. It can also really help with learning new tech and systems in its own right when used well.
AI is Raising the Bar for Coaches
Coaches who are using AI well are raising the bar for everyone else. They’re creating more content, showing up more consistently, and streamlining their businesses. That sets a higher standard for visibility and productivity, which can feel like pressure to adopt AI yourself.
But just like social media, it’s possible to grow a coaching business without AI – it will just look different. The key is understanding the pros and cons for your business and deciding how to show up in a way that feels aligned.
Opportunities of AI in the Coaching Industry
While there are challenges, there are also exciting opportunities. I don’t think it’s especially useful to fear AI – I feel that we all need to decide how we want to use it and interact with it in a way that feels aligned. Ultimately it’s something to learn to work with in ways that support your business and your life.
AI Can’t Replace Human Connection
First and foremost, AI will never replicate true human connection. We are wired for social bonds, co-regulation, and lived experiences—things that AI can’t offer.
As coaches, we have a real opportunity here: our work is grounded in connection, presence, and wisdom that comes from our unique lived experience. AI may have information, but it doesn’t have wisdom. That makes human coaching more valuable than ever.
Clients who understand they need real human connection are the ones who will engage with coaching. Showing up authentically and leaning into our own experiences and insights is going to be a key way to demonstrate the value that only humans can provide.
We Can Be Innovative
Another opportunity is innovation. Right now, AI isn’t generating truly original ideas – it reorganizes existing information. That means creativity, experimentation, and bold new approaches are all areas where humans shine.
This is your chance to lean into your most authentic, innovative, and human self. Stand out by creating work that reflects your lived experience, personality, and vision, things AI simply can’t replicate well.
Create Content That Generates Connection
We also have the opportunity to create content that builds real connection. AI generated text and images are everywhere, and while AI can generate audio and video, it’s not yet that prevalent or – let’s face it – very good quality!
This is why I teach the Searchable Show Method (included within Wholehearted Business® too). It helps coaches create a foundational marketing strategy that includes audio podcasts and videos for YouTube which foster real connection while also being evergreen and searchable amongst many other benefits!
AI Can Save Us Time
AI is also a fantastic tool for saving time. If you want a coaching business that supports your lifestyle where you are creating a generous income without working 100 hours a week, AI can take some tasks off your plate – but only if you know how to use AI well.
As I’ve mentioned earlier, poorly created AI content can do your business more harm than good, so understanding how to use it well and then applying other skills and knowledge to audit the results it gives you is really important.
Inside Wholehearted Business®, I show coaches how to integrate AI in ways that save time without losing their authenticity or voice so you can work smarter, not harder.
How I Use AI in My Business
I use AI sparingly, strategically, and always with my voice at the centre. Here’s how:
- AI doesn’t create my ideas – I always start with my own thoughts, notes, and lived experience.
- AI as a sparring partner – It helps me explore ideas, refine concepts, and clarify plans, like for events or workshops.
- Tidying and optimisation – AI helps me turn transcripts into blog posts, draft meta descriptions, and create bullet points for content.
- Supportive tasks only – I don’t use AI to write emails to my list; that’s always 100% me.
My own guiding principle with AI right now is that I remain the soul of my business and the content comes from me. I’m not a fan of using generative AI that pulls on external (stolen?) content that’s been trawled online. I try to always start with my own concepts and ideas and use AI as a tool to organise them. I’m not perfect of course, and I’m sure my approach with AI will evolve, but right now this feels like a good way to use the tools available.
Wholehearted Business
Inside Wholehearted Business®, we cover all of these topics – AI, content creation, connection, and building a sustainable coaching business.
The program reflects my approach to business: showing up authentically, building trust, and running a business that supports both your life and your clients. We explore how to offer something clients can only get from you, so that you’re not competing with AI or generic tools.
If you’re a coach looking to grow your business in a way that’s sustainable, aligned, and joyful, this program is for you. Learn more here!
#Shifting #Coaching #Industry
