Is AI Chatbot Coaching Actually ‘Coaching’? Exploring Relationship and Reflection in AI-Human Conversations

The arrival of AI-powered coaching, particularly via generative AI chatbots, has sparked debate over its efficacy and potential to democratise coaching. This study explored whether AI-based coaching qualifies as ‘coaching’ and how it aligns with traditional practices. Using Constructivist Grounded Theory, 15 professionals’ experiences were analysed. Findings suggest AI coaching acts as an asynchronous, intelligent agent prompting self-reflection. A theoretical framework highlights the coachee’s ‘working relationship with self and other’, reshaping human–AI relationality. The study suggests AI shifts coaching from relational depth to facilitated self-reflection, challenging traditional definitions of coaching as a unique developmental support tool.