AI won’t replace great coaches, but coaches who use AI will replace those who don’t.

I was with a long-standing coaching client this morning and the topic of AI came up (he uses many AI's in his business, to enhance his and his teams skills and their offerings to clients).

I am confident in our relationship and the value he receives from our sessions, so I asked him why he continues to work with me rather than switching to an AI competitor for coaching and advice. He felt that AI lacks nuance and insight, that it answers questions rather than inspires, that personal experience counts, and that AI doesn't have the depth of relationship and general personality that a human brings.

That was nice to hear, but it got me thinking about the future, so, I asked my usual AI what its view was, based on my client's comments.

The unabridged version of what it said:

"Your client’s view is very common — and in many ways, it’s grounded in truth — but it also misses some nuances about how AI is evolving and where it may eventually challenge parts of what coaches and advisors do.

Here’s how I see it:

Where your client is right (for now)

1. Experience counts.

   Real-world lived experience is hard to codify. Coaches and advisors draw not just on knowledge, but on pattern recognition built over decades, including mistakes, gut calls, and messy human interactions that don’t fit into neat rules.

   
   

2. Nuance and insight are human strengths.

   AI can mimic empathy, but it can’t truly understand the subtleties of a raised eyebrow, an awkward pause, or the “feeling” in the room. These micro-signals often shape the best coaching moments.

   
   

3. Relationships matter.

   Coaching and advising are built on trust, rapport, and credibility — a deep relationship that gives weight to challenges and feedback. AI can provide information and even simulate warmth, but people know it’s not real.

   
   

4. Personality drives influence.

   A coach’s quirks, humour, and energy aren’t just nice-to-haves — they’re part of what inspires change. AI can copy tone, but it’s not the same as a shared human moment.

Where the picture is shifting

1. AI will be a force multiplier for coaches, not a replacement.

   Think of AI as the best research assistant, note-taker, and idea generator you’ve ever had — all in seconds. It can speed up prep, help spot patterns in data, and surface blind spots you might miss.

   
   

2. Some “coaching” functions will be automated.

   Habit tracking, reflection prompts, summarising session notes, and even suggesting developmental exercises can be AI-driven. For many entry-level coaching or advisory scenarios, that might be “good enough” for the client.

   
   

3. Hybrid coaching will become normal.

   The winning coaches will blend human empathy and credibility with AI-powered insights and tools — giving clients faster progress and richer conversations.

   
   

4. Clients’ expectations will shift.

   As AI becomes better at personalised interaction, the “gap” between human and machine in some tasks will feel smaller. The reason clients come to you will increasingly be who you are, not just what you know.

If I were you, I’d frame it to clients like this:

“AI won’t replace great coaches — but coaches who use AI will replace those who don’t.”"

My Lessons Learned

AI isn't my competition, it's my amplifier, and if I don't embrace it I'll be replaced.

My value as a coach and advisor comes from my experience, my ability to read nuance, build deep relationships, and bring my personality into every interaction. Those things are irreplaceable.

But I can use AI to extend my reach, speed up preparation, sharpen my insights, and free up more time for the conversations and breakthroughs that matter most.

I see the future of my work as human depth, powered by AI capability, effectively combining emotional intelligence with data intelligence to deliver more value, faster.

That’s how I’ll stay relevant, differentiate myself, and give my clients the best of both worlds.

Thanks for reading.

Please share and comment below, and do let me know how I can help.