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Ethical AI in Coaching

The manifesto

The Ethical AI in Coaching manifesto is a commitment by accredited coaches to uphold the highest standards in AI-powered interactions.


This pledge ensures that AI is used responsibly, ethically, and with a clear focus on client benefit, privacy, and transparency.

Ethical AI in Coaching manifesto

Committed to responsible use of AI, I’m a registered practitioner of ethical AI in coaching. This means I will:

1. Uphold professional integrity
I will maintain high professional and ethical standards in all AI interactions with clients, ensuring AI aligns with the integrity of my coaching practice.

2. Prioritize client interests
I will use AI strictly in service of my clients’ needs, enhancing their experience and outcomes with responsible AI use.


3. Protect privacy
I will not share sensitive client data with any large language model, prioritizing client confidentiality and data security in all AI interactions.

 

4. Ensure authenticity
I will clarify that an AI replica is distinct from my authentic self, giving clients transparency in understanding AI’s role in our interactions.

 

5. Handle recordings responsibly
I will use call recordings with care and solely for the client’s benefit, respecting privacy while supporting client needs.


6. Maintain transparency
I will disclose my AI processes upon client request, fostering trust and empowering clients to understand AI’s role in our work.

 

7. Broaden impact responsibly

I will leverage AI to extend the reach of my content, methods, and frameworks responsibly, supporting clients and sharing valuable insights effectively.


8. Respect client choice
I will honor each client’s preferences on AI engagement in our work, ensuring they feel comfortable with the level of AI involvement.

 
9. Stay informed on AI developments
I will keep learning about AI advancements to maintain responsible, up-to-date practices, ensuring AI use is both safe and effective for clients.

10. Seek client feedback
I will invite feedback on the AI elements of my practice, ensuring clients feel valued and heard in our AI-enhanced work.

Updated October 2024.

View coaches that have pledged to this manifesto. (Coming soon)

 

Find out more and become certified.

Ethical AI in coaching

More deatails about the manifesto

Scope
 
This ethical AI standard applies to accredited coaches, consultants, and any other professionals engaged in delivering coaching services, as well as to any employees or contractors they employ within their coaching business. 

 

While this standard is designed to complement existing coaching qualifications and certifications, it is not a substitute for them. It offers guidance and best practices rather than legally binding requirements. 

 

This accreditation is intended for coaches working with adult clients; additional safeguarding guidelines would be necessary for those working with children.

Terminology
 
To enhance clarity and consistency, the following definitions are provided for terms within this standard:
 
  • Coach: A professional who provides guidance, support, and training to help clients achieve specific goals.
  • Client: The individual receiving coaching services.
  • Coaching: A professional relationship focused on guiding clients to reach defined goals, improve performance, and overcome challenges.
  • AI (Artificial Intelligence): The use of computer systems to perform tasks that typically require human intelligence, such as generating insights or automating responses within a coaching context.
Breaches of confidentiality
 
Coaches typically specify in client agreements that confidentiality may be breached in certain circumstances, such as identifying an immediate threat to life or an intent to commit a crime. Coaches using AI should consider whether an AI-generated summary or analysis identifying similar concerns necessitates further action. This area is complex and may ultimately require the coach’s judgment on the best response to such AI-detected risks.
AI coach
 
For coaches offering an AI-based coaching service, the following guidelines apply:
 
  • Scope of AI coaching: Coaches should clearly define the areas their AI coach covers, setting expectations for clients about AI’s role and limits.
  • Training materials: AI training should be based solely on content that the coach owns or that exists in the public domain, ensuring no copyrighted or third-party materials are used.
  • Responsible AI training: Coaches should train their AI responsibly, aiming for beneficial, accurate interactions that uphold the coach’s professional values.
  • Awareness of limitations: Coaches must recognize that AI systems can make errors or “hallucinate” responses, and they should add disclaimers to inform clients of these limitations.
  • Inclusive language: Coaches should ensure that AI training materials reflect inclusive, non-discriminatory language, maintaining respect across race, gender, religion, and other characteristics.
  • Updated training: Coaches have a responsibility to refresh AI training data when significant changes occur, ensuring the AI coach remains current and relevant.
  • Service continuity: Coaches should notify clients in advance if they plan to discontinue AI coaching, especially if clients are paying specifically for this service.
Terms of use
 
Ethical AI in Coaching is a program, trust mark and register of accredited coaches. Only registered coaches are permitted to use the Ethical AI in Coaching accreditation logo.