‘Getting better all the time’: using professional human coach competencies to evaluate the quality of AI coaching agent performance

Passmore, J. ORCID: https://orcid.org/0000-0003-0832-7510, Tee, D. R. ORCID: https://orcid.org/0000-0002-1162-9459 and Rutschmann, R. (2025) ‘Getting better all the time’: using professional human coach competencies to evaluate the quality of AI coaching agent performance. Coaching: An International Journal of Theory, Research and Practice. ISSN 1752-1890 doi: 10.1080/17521882.2025.2510643

Abstract/Summary

This paper explores the evaluation of Artificial Intelligence (AI) AI coaching agent (coachbot) as a tool for workplace performance and wellbeing conversations. The paper starts by considering methods for the evaluation of coach performance, including client evaluation, qualitative and quantitative methods and coach competencies. Using a coach competency as a framework, this study uses a qualitative approach to assess a real-world AI coaching agent’s ‘behaviours’ in the form of an assessment by trained ICF assessors of a genuine session with a human client. The study involved a sample of 43 managers who volunteered to be coached by an AI Coaching agent. ICF assessors used the ICF coach competency framework and supporting behavioural anchored rating (BARS) framework developed by the ICF. The results indicated the AI coaching agent was able to demonstrate many elements of both ICF ACC level and PCC level coach competencies. The assessment also revealed gaps in AI coach competence. We conclude AI coaching agents are highly competent at some aspects of the coach process, while less competent at others. Further, AI development is needed to address these gaps.

Item Type	Article
URI	https://centaur.reading.ac.uk/id/eprint/123281
Identification Number/DOI	10.1080/17521882.2025.2510643
Refereed	Yes
Divisions	Henley Business School > Leadership, Organisations, Behaviour and Reputation
Publisher	Taylor & Francis
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