Coaching education: Wake up to the new digital and AI coaching revolution!

This research article by Jonathan Passmore and Woody Woodward examines the significant transformation happening in the coaching industry due to digital technologies and artificial intelligence. The authors trace the historical development of coaching education through several phases and highlight the current shift toward “productization” in the industry. Key Findings:

• Evolution of Coaching Education: The coaching industry has developed through distinct phases from informal learning to professional qualifications. University-based coaching programs employing evidence-based approaches have experienced significant growth since 2010.
• Digital Transformation: The COVID-19 pandemic accelerated the shift to digital coaching platforms, enabling coaches to work globally with clients through secure online environments.
• Market Growth: The coaching industry is experiencing rapid expansion, with digital coaching service providers such as BetterUp, CoachHub, and EZRA emerging as major players. The global coaching industry is now valued at billions of dollars.
• AI Integration: Artificial intelligence is beginning to impact coaching through AI-powered chatbots and supplementary tools. Early research suggests that AI coaching solutions can be effective in achieving goals.
• Future Education Needs: Coach education must evolve to include digital competencies, technological literacy, and greater emphasis on research and evidence-based practice. Three distinct professional pathways are emerging: professional coaches, coaching program managers, and coaching service managers.

The authors conclude that coaching educators must “wake up to the digital revolution” or risk becoming obsolete in an increasingly technology-driven industry that is moving toward making coaching accessible to a global audience. Link to the full article >>