Ideas for turning expertise into AI

A coach argued that AI agents make clients dependent, can’t recognise their mistakes, and miss the point: clients lack bearings, not information. I agree with that last point, and research shows why it argues for well-designed AI agents.

From PocketConfidant AI to a PhD and the ICF AI Coaching Standards: 11 years building AI agents that extend coaching without replacing coaches.

Instead of writing a last book, Robert Dilts built a company of AI agents. Each one turns one of his NLP methods into a guided experience, available between trainings, at the moment people need it.

Instead of slowing down, Elaine Leen chose to learn. A coach since 2014 and an accredited supervisor, she passes on her knowledge through AI agents that support coaches and managers between sessions, without ever pretending to be human.

Organizations are wiring AI into email and learning platforms to chase people who haven’t logged in, finished a module or completed a challenge. It adds pressure, not development. Drawing on research, this article shows how coaching principles let AI meet people where they are, so they choose to grow.

Many organizations are building internal AI coaching tools with full access to every conversation. It feels like control, but research on human and AI coaching shows it's the fastest way to lose trust. Here's why the coach, not the organization, must stay at the centre, and what that means for AI coaching adoption.

The science behind AI coaching and leadership development — in leaders' own words, and in how leadership and transformation programs build reflection into practice at scale.

Dr. Olivier Malafronte's PhD research on AI coaching and leader development — and a year spent presenting the findings to ICF and EMCC chapters across Europe, the Middle East, Asia, the Americas, and Oceania.

A coach built an AI agent in an hour. His client used it alone at 3am — and got his life back within a week. Two sides of the same AI coaching story.

Magif.ai now connects directly into both Claude and ChatGPT — build, publish, and monetise an AI coaching agent without leaving the chat window you already have open. Here's how both connectors work, and what early users are saying since launch.

Every coach who discovers AI coaching hits the same five fears — and none of them are irrational. Here's what four years of doctoral research and a hundred real deployments reveal about what's really behind coaches' resistance to AI, and why it's usually a signal to design better, not a reason to say no.