Responsible Use of AI in Coaching Guidelines

Introduction

The integration of artificial intelligence (AI) into coaching practices represents both an exciting opportunity and a significant decision that deserves careful consideration.

AI tools can enhance your coaching practice when used appropriately, but it's crucial to establish clear boundaries and ethical guidelines. Acceptable use means leveraging AI to support your coaching work while maintaining the integrity of the client-coach relationship and protecting sensitive information.

This guide provides clear, practical information to help you make informed decisions about when and how to introduce AI tools into your coaching practice in alignment with the ICF Code of Ethics and the ICF Artificial Intelligence Coaching Framework and Standards.

Appropriate Uses of AI

AI tools can be valuable assets when used to support your coaching work while maintaining professional boundaries. Here are acceptable applications:

Session preparation and research on coaching topics

Creating frameworks, worksheets, and educational materials for client use

Generating ideas for exercises and interventions to support client goals

Administrative tasks like scheduling and workflow automation

Professional development and learning about new coaching techniques

Analyzing patterns in anonymized, aggregated data for insights and improvement

Critical: Minimizing Privacy Risks with PII

Coaches have an ethical obligation to minimize privacy risks when handling personally identifiable information (PII). This means being cautious not just with AI systems, but also with any cloud-based providers including Google Docs, Microsoft 365, or other platforms that store data remotely.

Your obligation: Ensure that any PII shared with cloud or AI providers is fully protected by seeking assurances that:

PII is not retained longer than absolutely necessary
Data is not used for any other purposes (such as training AI models)
Proper security measures are in place to protect client confidentiality
You have explicit written agreements about data handling and deletion

Inappropriate Uses of AI

Certain uses of AI cross ethical boundaries and violate professional standards. These practices must be avoided:

Sharing identifiable client information including names, case details, or any PII with AI systems or cloud providers without proper safeguards and client consent

Using AI to make clinical diagnoses or provide therapy - coaching is not therapy

Replacing human judgment in critical coaching decisions - AI informs but doesn't replace your expertise

Generating content that you present as your own without disclosure of AI assistance

Using AI to communicate directly with clients without their knowledge that it is AI communicating

Coachismo's Privacy Protection

Coachismo receives your original transcript, automatically removes all PII internally, and then deletes the original transcript. We only retain the anonymized version for analysis. Your clients' personally identifiable information is never stored in our system.

Protecting Your Clients

Data Privacy Fundamentals

Minimize privacy risks when handling personally identifiable information (PII) with AI systems. When using AI tools, ensure proper safeguards are in place: verify data retention policies, confirm AI training opt-outs are enabled, and obtain explicit written agreements about data handling and deletion. When seeking AI assistance with client scenarios using general-purpose chatbots (ChatGPT, Claude, Gemini), always use generic descriptions and change all identifying details.

Confidentiality Safeguards

Maintain the same confidentiality standards with AI that you would in any professional setting. When using privacy-configured transcription tools or secure platforms like Coachismo, ensure you have proper consent and data protection agreements in place. When using general AI chatbots for brainstorming or research, describe situations in hypothetical terms such as "a client who struggles with work-life balance" rather than sharing specific details about actual clients.

Informed Consent

Be transparent with clients about your use of AI tools. Consider adding a clause to your coaching agreement that explains how you may use AI to enhance your preparation and professional development, including the use of transcription tools and analysis platforms. Explain the privacy safeguards you have in place, such as using tools with proper data protection settings and platforms that automatically anonymize client data. This transparency builds trust and demonstrates your commitment to ethical practice.

Protecting Yourself

Professional Liability

Understand that you remain fully responsible for all coaching decisions and advice, regardless of AI input. AI should inform your thinking, not replace your professional judgment. Ensure your professional liability insurance covers AI-assisted coaching practices and consult with your insurance provider if you are uncertain about your coverage.

Intellectual Property

When using AI to create materials, be aware of potential intellectual property considerations. If you use AI tools to create or assist with content, always disclose this - especially when sharing externally - to ensure transparency, uphold ethical standards, and clarify authorship.

Quality Assurance

Always review, validate, and if necessary, edit AI-generated content before using it with clients. AI can produce inaccurate information or suggestions that may not be appropriate for your specific client or situation. Your judgment and expertise are essential in determining what AI recommendations to implement.

Best Practices for Safe AI Integration

Document Your Approach

Create a written policy for your AI use that you can reference and share with clients if needed. This demonstrates professionalism and helps you maintain consistent standards.

Regular Review

Periodically assess your AI usage to ensure it continues to align with ethical coaching standards and client needs. Stay informed about updates to service provider agreements, AI capabilities, and potential risks.

Professional Development

Invest time in understanding the AI tools you use, including their limitations and biases. All ICF credentialed coaches are required to have continuous ethical education and training. Consider this an ongoing part of your professional development.

Data Security

Use only reputable AI platforms with strong security measures. Avoid free or unverified AI tools for any coaching-related work. Look for certifications like ISO 27001, which indicate robust security management systems.

Compliance with Data Protection Legislation

Every AI provider has documented service agreements and terms of service that outline their data handling practices and compliance certifications. Read these thoroughly to verify their adherence to appropriate legislation such as:

General Data Protection Regulation (GDPR)

California Consumer Privacy Act (CCPA)

Service Organization Control 2 (SOC 2)

Other relevant data protection frameworks

Pay particular attention to how providers handle data retention, processing locations, user rights, and breach of notification procedures. When in doubt, consult with a legal professional who specializes in data protection law, as non-compliance can result in significant penalties and damage to your professional reputation.

Client-Centered Approach

Always prioritize your client's needs and preferences over the convenience of AI tools. If a client expresses discomfort with your AI usage, be prepared to adjust your approach or discontinue use for that client relationship.

Remember: AI is a tool to enhance your coaching capabilities, not to replace your professional expertise and human connection with clients.

This resource page is based on the International Coaching Federation's "Acceptable Use of Artificial Intelligence (AI) and Client Protection Guidelines" (rev. 09.23.2025).

For the complete official guidelines and additional resources, visit the ICF website .