AI and Coaching | Research Project

Artificial intelligence is a significantly enabler for both marketing and delivering coaching services. Michael Beale and Grace Kew will develop this AI and coaching research project to explore the possible impact AI will have on coaching with prominent HR Directors, 

AI and coaching research
AI and coaching research


  • Introduction
  • Benefits for participants
  • Purpose, scope and timescale
  • Research structure and questions 
  • Current and potential impact of AI on coaching
  • Who are we – Michael Beale, Grace Key, Marshall Goldsmith and the MGSCC Community (Marshall Goldsmith Stakeholder Centred Coaching Community
  • MGSCC principles
  • Next steps.


Artificial intelligence will be a significant enabler for coaching. Michael Beale and Grace Kew will develop this project to research the possible impact AI will have on coaching and how companies might best implement AI and coaching

We’re initially targeting HR Directors for their input, however, we’re happy to take input from any senior directors and share our findings and final report with all those that share their views.

We’re already using, and In addition Marshall Goldsmith will soon release a trial version of his Marshall Bot specifically for coaching.

Benefit for Participants

  • Chance to discuss AI and coaching (and ask any questions that are of interest)
  • Receive a copy of our final report

Purpose, scope and timescales

While the fundamental purpose of the project is to research AI and coaching, we have several secondary objectives. 

  • Introduce MGSCC to senior business professionals.
  • Develop a community of potential clients interested in supporting future research projects.
  • Develop a methodology we can use with other target markets.
  • Increase our LinkedIn connections, and improve our understanding of LinkedIn,

Timescale: Start early September 2023 with a 4-week trial, then 5-month research followed by 1-month report compilation, including an action review

Research structure and questions (20-30 minute discussion/interview),

(Participants will receive a copy of our report),

Brief Introduction to who we are and the project

Brief introduction to who you are, and what you do,

What are the top 1-3 opportunities and/or challenges you have that might be addressed by AI and coaching?

What do you see as the key challenges in introducing AI and coaching to 1) individuals 2) companies

Any other questions we should have asked?

The current impact of AI on coaching

We already use AI for research, marketing and adding practical ideas for our coaching sessions. What is interesting is how it might be used in the future. We asked Marshall’s Bot how it might be used in the future – and we’re in basic agreement with what it suggested. See the Future impact of AI on coaching below.

A caveat – please note that in our experience successful coaching depends on a) the client b) the client’s stakeholders and environment, c) the coach and d) the relationship between the client and coach. AI does not necessarily change these dependencies.)

Future impact of AI on coaching

1. Accessibility: AI bots can make leadership coaching more accessible to a broader audience. They can provide personalised coaching, feedback, and accountability at a fraction of the cost of hiring a human coach, making coaching services more affordable and available to individuals without access.

2. Scalability: AI bots can scale the impact of leadership coaching by reaching a larger number of people simultaneously. They can handle multiple coaching sessions at once, allowing more individuals to benefit from coaching services without the limitations of time and availability that human coaches may have.

3. Instant Feedback: AI bots can provide nearly instant feedback to individuals, allowing them to receive immediate insights and guidance on their leadership development. This can help individuals make real-time adjustments and improve their leadership skills, enhancing their growth and development.

4. Continuous Learning: AI bots can continuously learn and improve based on the data and feedback they receive. They can analyse patterns and trends in leadership development, identify areas of improvement, and adapt their coaching strategies accordingly. This continuous learning process can result in more effective coaching interventions over time.

5. Supplementing Human Coaches: AI bots can supplement the work of human coaches by providing additional resources and support. They can offer ideas, suggestions, and perspectives that human coaches may not have considered, enriching the coaching experience for individuals. Human coaches can use AI bots like MarshallBot as a tool to enhance their coaching practice and provide more comprehensive support to their clients.

If you’re curious about The economic potential of generative AI, you may be interested in this Mckinsey article.

Who are we?

Michael Beale

Michael is a Marshall Goldsmith stakeholder leadership and team coach, a Richard Bandler NLP trainer and a coach trainer. In addition, he develops online coaching programmes for the Henley Business School. His speciality is helping clients with leadership, entrepreneurship and high-performance opportunities and challenges. He specialises in 1:1 and group (including virtual group and community) coaching.

Grace Kew

Grace is a certified stakeholder-centred leadership and team coach (Marshall Goldsmith) and Visionary Coaching Scientist. A Thought Leader and Book Contributor to ‘The Coaching Science Practitioner Handbook’. Empowering Transformation and Fostering Compassionate Leadership.

Who is Marshall Goldsmith? And who is the MGSCC community?

Dr Marshall Goldsmith has been recognised as one of the Top Ten Business Thinkers in the World and the top-rated executive coach at the Thinkers50 ceremony in London since 2011. He has worked with CEOs for over 150 top companies. He is the New York Times bestselling author of numerous books, 

His coaching methodology involves his clients being coached by their stakeholders and is often offered on a pay-for-results basis.

Marshall Goldsmith, Stakeholder-Centred Coach Community, is a worldwide community of coaches certified in Marshall’s methodologies.

MGSCC Community Principles. 

These are the critical values of the community. We aim to follow these during the project.

  • Being of service to our clients and fellow coaches
  • Building trust by being known for integrity and authenticity
  • Abundance and acting with a generous spirit
  • Character by demonstrating courage, humility and discipline
  • Growth and having a learners mindset

Next Steps

We’re testing the process with senior HR Directors,

See initial report:

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