After transforming customer service and content creation, artificial intelligence is making its way into coaching. A new lucrative market, promises of algorithmic fulfillment...
Top-notch and affordable, really?
Today, in 2025, AI has significantly advanced, but are the latest studies still valid?
Entrepreneurs want their specific AI to guide you towards your "fulfillment," with stats, numbers, and everything that could objectify your progress and appeal to you. You know the brain loves numbers ;)
So here are some numbers...
The coaching industry was estimated to be worth $2.85 billion globally in 2022, with an annual growth rate of 5.4% until 2030 (Grand View Research, 2023). The International Coaching Federation counted over 71,000 professional coaches in 2020, a number that continues to rise.
Behind this growth, criticisms persist: lack of standardization, heterogeneous practices, and effects that are sometimes difficult to evaluate (Grant, 2019).
AI is stepping in to promise objectivity, scalability, and accessibility.
Platforms like BetterUp, Torch, and CoachHub now integrate AI into their processes: data analysis, personalized recommendations, and automated tracking. According to Alexi Robichaux, CEO of BetterUp, AI could "democratize access to coaching by making it more affordable," especially for those who are not senior executives (Forbes, 2021).
Scaling is good, but a study published in the Journal of Applied Psychology (Grant & O’Connor, 2018) shows that digital coaching often improves goal clarity and motivation. However, these effects remain far below those observed in one-on-one coaching.
David Peterson, Google's director of coaching, reminds us: "Algorithms can structure thinking, but they cannot replace emotional intelligence" (Peterson, 2020).
And I think that's the key element to remember.
A meta-analysis (Consulting Psychology Journal, Jones et al., 2016) confirms that the quality of the human relationship is the most determining factor in coaching effectiveness.
Timothy Butler (Harvard Business School) speaks of "surface personalization": AI struggles to grasp motivations, values, and relational dynamics (Butler, 2019).
A Stanford study (Hancock et al., 2020) shows that the novelty effect wears off quickly: after a few weeks, users find the advice generic.
Behind the beautiful interfaces lie heavy issues. A MIT Technology Review survey (2022) showed that 28 out of 32 coaching and wellness apps shared personal data with third parties, often for commercial purposes, without sufficient transparency. Users deposit their ambitions, doubts, and vulnerabilities there. The GDPR in Europe and the CCPA in California struggle to regulate such a rapidly evolving market.
Is a hybrid approach the best way?
Tatiana Bachkirova (Oxford Brookes University) reminds us that AI can excel in analysis and structuring, but the human coach brings empathy, intuition, and contextual understanding (Bachkirova, 2020). Not to mention experience and psychology...
Neuroscience confirms it: social connections activate brain areas related to motivation and lasting change, much more than interactions with AI (Lieberman & Eisenberger, Social Cognitive and Affective Neuroscience, 2019).
Today, some of these studies deserve to be revisited because AI models are more powerful, even though intuition, context, and insight, among others, are qualities it does not possess.
AI in coaching is neither a revolution nor a threat.
It is a tool whose true potential lies in intelligent hybridization. One that uses machines for what they do best—structuring and ensuring follow-up—and leaves humans to do what machines can never do: feel, understand, and adjust.
In my opinion, this type of offering cannot satisfy the most demanding.