101: The Future of Coaching: AI, Ethics, and Belonging

Show NotesIn this episode Simon speaks with Tatiana Bachkirova, a leading scholar in coaching psychology. They explore how AI is impacting on the field of coaching and what it means to remain human in a world increasingly driven by algorithms. The discussion moves fluidly between neuroscience, pseudo-science, identity, belonging, and ethics, reflecting on the tensions between performance culture and authentic human development.They discuss how coaching must expand beyond individual self-optimization toward supporting meaningful, value-based projects and understanding the broader social and organisational contexts in which people live and work. AI underscores the need for ethical grounding in coaching. Ultimately, the episode reclaims coaching as a moral and relational practice, reminding listeners that the future of coaching depends not on technology, but on how we choose to stay human within it.Key Reflections AI is often a solution in search of a problem, revealing more about our anxieties than our needs. Coaching must evolve with the changing world, engaging complexity rather than retreating to technique. The focus should be on meaningful, value-driven projects that connect personal purpose with collective good. AI coaching risks eroding depth, ethics, and relational presence if not grounded in human awareness. Critical thinking anchors coaching in understanding rather than compliance, enabling ethical discernment. The relational quality defines coaching effectiveness - authentic dialogue remains its living core. Coaching should move from performance and self-optimization to reflection, purpose, and contribution. Human connection and ethical practice sustain trust, belonging, and relevance in the digital age. The future of coaching lies in integrating technology without losing our humanity. KeywordsCoaching psychology, AI in coaching, organisational coaching, identity, belonging, neuroscience, critical thinking, human coaching, coaching ethics, coaching researchBrief BioTatiana Bachkirova is Professor of Coaching Psychology in the International Centre for Coaching and Mentoring Studies at Oxford Brookes University, UK. She supervises doctoral students as an academic, and human coaches as a practitioner. She is a leading scholar in Coaching Psychology and in recent years has been exploring themes such as the role of AI in coaching, the deeper purpose of organisational coaching, what leaders seek to learn at work, and critical perspectives on the neuroscience of coaching.  In her over 80 research articles in leading journals, book chapters and books and in her many speaking engagements she addresses most challenging issues of coaching as a service to individuals, organisations and wider societies.