THE Manifesto For

AI in Coaching

A New Coaching Paradigm is Emerging

Let’s start to reimagine coaching not as an industry defined by a few, but as a living movement shaped by a diverse community of old and new voices across different fields applying coaching skills.

clearer distinctions related to “coaching” and “coaches”, creating space for practitioners applying coaching skills beyond traditional ways of coaching. This also includes a call for deeper dialogue around the constructive use of technologies like AI in service of human growth.

Coaching is shifting. It is no longer a luxury. Instead, it will be embedded in everyday life, powered by AI, to meet the real needs of people. With AI as a partner, coaching has the potential to reach further, supporting how we learn, grow, and lead in an uncertain and changing world.

Therefore we reclaim coaching as a client-centered, AI-enhanced, dynamic practice — one that is open, ethical, shaped by real needs and open to all.

We consciously vow to use AI to amplify human wisdom, accelerate personal growth, and remove barriers to personal and professional transformation not just for clients, but for coaches, communities, and organizations alike.

Our commitment is to continue learning, listening, and evolving, using AI thoughtfully and collaboratively to shape the future of coaching — together.

✨ This manifesto is a shared pledge to:
Grow with integrity.
Innovate with care.

Co-create a coaching future that is inclusive, empowering and ready for what’s next.

Viva la Coaching. The Future is Ours to Build. 🚀

Our Values

🔥 Ethical Integrity

We uphold transparency, honesty, and integrity in all coaching and AI applications in line with the fundamental trust at the core of coaching. The pursuit of progress must never come at the cost of ethical responsibility.

🔥 Collective Leadership

The future of coaching must be grounded in the wisdom of its elders as well as shaped by a diverse global network of leaders and practitioners who represent a new generations. Innovation must be collaborative, inclusive, and responsive.

🔥 Human Dignity

We believe coaching is about people. AI must enhance human capability-building and decision-making, not dictate it. We see it as a resource that, in partnership with humans, redefines and enriches the coaching process for all involved.

🔥 Continuous Learning

AI Coaching and Human Coaching must continue to evolve independently and together. We will strongly advocate for responsible advances and uses of AI and we commit to lifelong learning, ethical choices, and open dialogue, as stewards of the future.

🔥 Client Empowerment

We focus on using AI in coaching to strengthen, not diminish, human autonomy and agency. Technologies such as AI are tools for enhancing the coaching process and supporting coaching outcomes.

Our Principles

🛡️Collaboration and Innovation

The evolution of AI in coaching requires technologists, ethicists, scholars, researchers, coaches, and clients to work together to ensure progress serves humanity now and in the future.

🛡️Bias Mitigation, Benevolence and Fairness

Providers of AI-based platforms and services must be diligent in preventing harm, and actively improving human well-being and development by identifying and minimizing bias.

🛡️Privacy and Confidentiality

Those deploying AI in coaching must safeguard personal data in line with the highest standards and applicable laws in terms of privacy and security. This ensures safe spaces where coaches and clients can communicate safely, openly, and freely.

🛡️Real-Time Learning & Research Integration

The coaching process must evolve in real-time by embedding research, feedback loops, and impact assessments to continuously refine AI’s role as an evolving partner with human coaches. Sharing research outcomes openly will ensure the whole industry can apply learnings with the clients well-being at heart.

🛡️Informed Consent and Transparency

Every individual using AI-driven coaching must understand its purpose, risks, benefits and consent to using it prior to any interaction. AI literacy and transparency in how it is being used is non-negotiable.

🛡️Human Oversight and Co-creation

AI should be used to support the development of coaches, new approaches to ‘coaching’ and the co-creation of better outcomes. Humans have to be kept in the decision making loop to ensure ethical application of AI systems.

🛡️Accessibility and Inclusivity

The future of coaching must serve every person, everywhere. AI should lower barriers, not create new ones. Its use in coaching must be fair, inclusive, and equitable for all regardless of background, identity, or experience.

🛡️Client-Centric Design

AI coaching tools must be practical, accessible, and aligned with human needs. They need to interface with similar applications in our everyday lives to help clients sustain their progress. Coaching is for the empowerment of people.

join the movement

Sign the Manifesto today!

Commit to an ethical & responsible Future of AI in Coaching

THE Manifesto For AI in Coaching

Signatories

Rebecca Rutschmann

Eva Sonnenschein

David Drake, PhD

Jonathan Reitz

Colin Cosgrove

Prof. Dr. Nicky Terblanche

Dr. Vanessa Mai

Eric Dauenhauer

Mick Lavin

Lewin Keller

Andreea Elefteriu

Hassan M. Al-Shohaty

Ari Yuda Laksmana

Cate Gregory

Silvia Tassarotti

David Taylor-Klaus

Dr. David Tee

Iris Patricia Furer

Kosmas Michail

David Kaspar

Paul Wilson

Ute Franzen-Waschke

Jason Pileggi

Dr. Richard Grillenbeck

Hilary Klassen

Karla Schlaepfer

Nora Tåg

Jana Hendrickson

Gisela Di Fabio

Garry Schleifer

Falk Rehkopf

Antonella Santini

Amy Au

Kathryn Mitchell

Adrian Radoi

Laura Sciore

Nina Metz

Jan Alberdingk Thijm

Erica van der Heide

Ursula Bjercke