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AI-driven chatbots functioning as coaching tools are no longer hypothetical; they have arrived and are actively reshaping the profession. This raises important questions not only about what coaching actually means to those applying AI in coaching or AI coaching companions on a broader scale, but also about their scope, ethical implications, and potential biases. This chapter critically examines the role of chatbots in coaching, considering their benefits and limitations with regard to coaching applications as understood by professional coaching bodies. The discussion draws on real-world applications and empirical findings to assess AI-assisted coaching in practice, covering both AI in coaching (AI used to enhance human coaching) and AI coaching (AI applied to substitute human coaching). Key considerations include user trust, chatbot adaptability, and the limitations of AI-generated coaching responses. Additionally, the chapter explores when chatbots best function as standalone coaching tools and when they are best suited to complement human-led coaching engagements. A dedicated section examines bias in large language models (LLMs) and its implications for AI-driven coaching conversations. Drawing on ethical frameworks such as UNESCO’s AI Ethics Guidelines and the Global Code of Ethics in Coaching, Mentoring, and Supervision, this chapter explores strategies for possible mitigation of bias and strategies to align AI conversations to make them safe to use for the client, ensuring AI-driven coaching aligns with principles of integrity, respect for diversity, transparency, and human oversight. Ultimately, this chapter argues that while chatbot-based coaching offers significant opportunities, it must be developed and implemented within strong ethical guardrails. Responsible AI coaching and AI in coaching requires continuous oversight, transparency, and a commitment to create safe environments for both client and coach. Looking ahead, a robust ethical framework will be essential to maintaining coaching as a profession that prioritizes a human-centered approach, confidentiality, and trust.

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Navigating Bias and Ethics in Practical Applications

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  • 出版模式：

    开放获取

  • 发表日期：

    2026年

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  • Rebecca Rutschmann

摘要

AI-driven chatbots functioning as coaching tools are no longer hypothetical; they have arrived and are actively reshaping the profession. This raises important questions not only about what coaching actually means to those applying AI in coaching or AI coaching companions on a broader scale, but also about their scope, ethical implications, and potential biases. This chapter critically examines the role of chatbots in coaching, considering their benefits and limitations with regard to coaching applications as understood by professional coaching bodies. The discussion draws on real-world applications and empirical findings to assess AI-assisted coaching in practice, covering both AI in coaching (AI used to enhance human coaching) and AI coaching (AI applied to substitute human coaching). Key considerations include user trust, chatbot adaptability, and the limitations of AI-generated coaching responses. Additionally, the chapter explores when chatbots best function as standalone coaching tools and when they are best suited to complement human-led coaching engagements. A dedicated section examines bias in large language models (LLMs) and its implications for AI-driven coaching conversations. Drawing on ethical frameworks such as UNESCO’s AI Ethics Guidelines and the Global Code of Ethics in Coaching, Mentoring, and Supervision, this chapter explores strategies for possible mitigation of bias and strategies to align AI conversations to make them safe to use for the client, ensuring AI-driven coaching aligns with principles of integrity, respect for diversity, transparency, and human oversight. Ultimately, this chapter argues that while chatbot-based coaching offers significant opportunities, it must be developed and implemented within strong ethical guardrails. Responsible AI coaching and AI in coaching requires continuous oversight, transparency, and a commitment to create safe environments for both client and coach. Looking ahead, a robust ethical framework will be essential to maintaining coaching as a profession that prioritizes a human-centered approach, confidentiality, and trust.