This chapter examines the intersection of artificial intelligence, video feedback (VF), and coach development, inquiring whether AI can assist coaches in becoming more human-centred in their practice. While VF and performance data are well-established in sports and other helping professions, their integration into coaching education has lagged. Post-pandemic shifts to virtual coaching and advances in AI now make it feasible for coaches to record, analyse, and reflect on their sessions in powerful new ways. Here we refer to a study that examines the use of Ovida, an AI-driven video analysis tool, by novice coaches over a period of several weeks. Through a thematic analysis of interviews, the findings reveal how AI-enhanced VF supports deeper reflection, raises self-awareness, and helps fine-tune core coaching competencies, such as questioning, listening, and presence. Coaches valued the objectivity of the data and reported measurable skill development, greater confidence, and a stronger sense of accountability. However, challenges included initial discomfort with self-observation, data misinterpretation without human context, and technology-related anxieties. The study concludes that AI-enhanced VF, when paired with expert supervision and a growth mindset, can accelerate coach development by highlighting ‘moments that matter’ and supporting intentional skill refinement. Future research should explore its long-term impact and applications across experience levels and cultural contexts.