Redefining the Value Proposition of Coaching in the Age of Artificial Intelligence: A Qualitative Meta-Synthesis of the Coaching Literature

Document Type : Research Paper

Authors

1 1. M.A. Student, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran

2 2. Associate Professor, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran.

Abstract

This study aims to conceptualize the role and functions of artificial intelligence (AI) in the coaching profession by identifying the key drivers, processes, and outcomes associated with its adoption. To achieve this objective, a qualitative meta-synthesis approach was employed, integrating a systematic literature review with thematic analysis. A total of 45 peer-reviewed articles published between 2013 and 2024 were systematically retrieved from the Web of Science and Scopus databases and analyzed. The findings indicate that technological advancements, competitive pressures, and evolving user expectations constitute the primary drivers of AI integration into coaching. The results further demonstrate that AI enhances coaching effectiveness and efficiency through personalized development planning, automation of routine tasks, continuous data-driven feedback, and improved service scalability, thereby enabling human coaches to devote greater attention to relational interactions, professional judgment, and emotional support. Moreover, AI has the potential to expand access to coaching services and contribute to their democratization. Nevertheless, several critical challenges remain, including AI's limited capacity to comprehend emotional nuances, algorithmic bias, ethical concerns, and the potential erosion of the human relationship between coach and coachee. By offering both theoretical insights and practical implications for integrating AI-based decision support systems into coaching practice, this study underscores the importance of adopting hybrid human-AI coaching approaches. It also identifies promising directions for future research concerning the long-term implications of AI adoption, contextual contingencies, and the ethical challenges associated with AI-enabled coaching.

Keywords

References

 
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Innovation Economic Ecosystem Studies
Volume 6, Issue 2
June 2026
Pages 85-112

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