AI in Coaching: Ethical AI and Governance Are the Future of the Coaching Industry

Artificial Intelligence is everywhere. From LinkedIn feeds to boardroom discussions, the topic of AI is reshaping how we think, work, and engage. For coaches and coaching organizations, AI presents both an unprecedented opportunity and a pressing responsibility.

Coaching is a human craft. AI? It’s a powerful tool. But when we mix the two, without thought, without care, we risk losing the thing that makes coaching work: trust.

That’s why this conversation is so important.

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AI in Coaching: Why Governance, Ethics, & Trust Matter More Than Ever

In our latest Delenta webinar, we brought together two voices you should know:

• Sue Turner OBE, who leads on AI governance and knows what happens when we let systems run unchecked.
• Dr. Pamela Larde, who isn’t just talking about AI—she’s using it in real sessions, with real clients, right now.

And what they said was clear: the future of coaching isn’t about letting machines take over. It’s about coaches who lead with ethics, empathy, and smart tools.

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Want to dive deeper? Watch the full webinar here: "What to know about AI in coaching"

We’re Not Drowning in AI. We’re Drowning in Choice.

According to the ICF, coaching went from 50% virtual in 2019 to 87% virtual by 2021. With that shift came new tools: note-takers, appointment schedulers, digital whiteboards, and, more recently, AI-powered assistants.

But with technology comes complexity. Coaches today are bombarded with tools, subscriptions, and apps. Many are overwhelmed.

The truth? There are too many tools. Too many dashboards. Too many decisions.

As Sue put it, “When you use AI, you are delegating decision-making power to a system. That means you have to be even more accountable.”

Coaches don’t need another app. They need clarity. Tools that simplify, not complicate. That’s where Delenta comes in. We don’t just hand you features, we give you a platform that gets out of the way so you can get back to what you do best: coaching.

The Rise of Generative AI in Coaching

Tools like ChatGPT, Synthesia, and Otter AI are gaining ground in coaching spaces. Coaches are:

• Using avatars for course introductions
• Automating content creation
• Implementing AI note-takers in sessions

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Pamela Larde shared how she now sends clients a post-session summary, generated instantly through AI, enhancing their experience and recall. “I build AI into my coaching contracts, not just for compliance, but for clarity and trust,” she explained. “My clients appreciate that.” "I’m excited to use AI to expand my reach and serve more clients without losing that human essence."

And yet, AI is not magic. It doesn’t find "truth." It predicts. It generates based on patterns, which makes ethics and oversight critical.It can summarize your session notes. Suggest next steps. Offer reminders. But it can’t feel your client’s hesitation. It can’t sense a breakthrough. That’s your job.

The key is to use AI as a mirror—not a megaphone. A quiet guide. One that reflects, not replaces.

Pamela said it best: “The real win with AI is time. When I’m not stuck in admin work, I can spend more time doing what I love, coaching.”

Responsible AI: A Framework for Coaches

Sue Turner introduced a Responsible AI Governance Framework, now a must-have for every coaching business:

• Accountability – Who makes ethical decisions about AI use in your practice?
• Human Oversight – Are humans always involved in AI-led processes?
• Transparency – Do clients know when AI is being used and how?
• Data Governance – How is client data stored, managed, and protected?
• Bias and Fairness – Is your AI trained on inclusive and accurate data?
• Societal Impact – Does your AI benefit only the privileged, or the wider world?

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According to Sue, “Coaches need to start asking better questions, not just ‘Can I use this tool?’ but ‘Should I use this tool for my clients?’”

Her point is clear: ethics is not a checkbox, it’s a mindset.

And that’s the shift. From adoption to intention.

This framework aligns with emerging legislation like the EU AI Act and international ISO standards. And it’s already baked into the way Delenta builds coaching-specific AI features.

Ethical AI Is a Competitive Advantage for Coaches

Searches for "AI in coaching" and "ethical AI use" have skyrocketed in the past year. As more clients become tech-savvy, your ability to show you’re using AI responsibly is a trust signal.

Clients want to know:

• Are their conversations private?
• Is their data safe?
• Are their coaches upholding human ethics even with technology?

Pamela drove this home: “The real win with AI is time. When I’m not stuck in admin work, I can spend more time doing what I love coaching.” She also pointed out that AI helps her personalize client experiences more deeply, which creates stronger, longer-lasting relationships.

With Delenta, you can confidently answer yes.

What Delenta Is Building for the Future

At Delenta, we’re not here to wow you with AI bells and whistles. We’re here to help you:

• Save time without losing touch
• Build trust through transparency
• Grow your coaching business without compromising values

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We’ve built:

• AI note-takers that highlight coaching themes, not just buzzwords
• Insight tools that reflect client growth, not vanity metrics
• Fully branded portals where your ethics and process lead the way

Oh, and we’re ISO/IEC 27001 certified. Because security isn’t optional. It’s foundational.

How Coaches Can Adopt AI Responsibly Today- Checklist for coaches

Ready to integrate AI into your practice? Here's where to begin:

• Identify pain points – Where are you spending the most manual time today?
• Choose ethical platforms – Work only with platforms that value privacy and transparency
• Update client contracts – Clearly disclose any AI usage in your terms
• Stay compliant – Monitor EU and international regulations on AI in client-facing businesses
• Educate yourself – Stay informed on responsible AI through webinars, white papers, and networks

Because Coaching Isn’t Just a Service. It’s a Relationship.

We’ll leave you with this: AI isn’t here to take over. It’s here to help.

Used well, it lets you coach more people, with more impact, and less stress. But only if it’s built with care, and only if you’re clear about how and why you use it.

As Sue puts it:

"We must ensure AI benefits 8 billion people, not just 8 billionaires."

That’s what we believe at Delenta. Let’s build tech that serves people. Let’s lead coaching into the future with heart, with humility, and with tools that work for you, not the other way around.

We built Delenta for coaches like you.

So, if you’re ready to explore AI without losing the soul of your coaching practice, we’d love to show you how.

Start your free trial with Delenta today, or If interested in learning our AI work for coaching and how we're super charging human coaching then visit 👉 www.delenta.com/ai

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