Ethics in digital and AI coaching

Coaching in a digital environment has become increasingly popular, especially during the pandemic, with several potentials in terms of accessibility, adaptability, and flexibility. In addition, the first artificial intelligence (AI) tools have emerged as coaching interventions for self-development and well-being. However, the complex nature of the digital environment coupled with the unregulated nature of the coaching profession pose a significant risk for ethical mismanagement. This paper discusses the potential ethical risks in digital and AI coaching that can arise from the (non)human coach, the client, a third party, or the (digital) coaching context. Derived from this, the need for coach training and supervision as well as a sound coach selection based on ethical competencies is emphasized. In addition, the limitations of AI coaching are addressed, suggesting an integrated approach of AI alongside a human coach.