Coaching in the AI Era: What Does True Competence Mean Today?

Key challenges in current coaching capacity and training

Recent research and discussion have criticized both the ICF and EMCC for their perceived tension between standardization and diversity, the over-technicalization of model-oriented coaching, and the lack of substantive effectiveness in assessing competencies.

• EMCC emphasizes reflective practice and relationship-centered coaching, but the complexity of its qualification system is cited as a problem.

• Although the ICF maintains a structured, process-oriented set of criteria, some see it as focusing more on formal competency certification than on real change.

• Additionally, coaches' lack of self-reflection, insufficient reflection of cultural context, and insufficient ability to utilize technology (e.g., AI coaching tools) were also cited as areas requiring improvement.

Organization	Focus on core competencies	Main training methods	Current Issues and Criticism
ICF	Ethics, Collaborative Relationships, and Facilitating Learning	Mentor coaching, reflective practice, and ongoing education	Formalized assessment, lack of technical adaptation
EMCC	Self-awareness, relationships, and practice assessment	Coaching supervision, model and theory integration training	Complex qualification structure, limitations in standardization

Both the ICF and EMCC shift the focus of capacity building from simple skill acquisition to a culture of self-reflection and continuous learning, and believe that true coaching is completed based on the coach's own maturity, relational sensitivity, and ethical consistency.

(Reference:2025 ICF Core Competencies)

Coaching in the AI Era: What Does True Competence Mean Today? The ICF (International Coaching Federation) defines coaching qualifications that require coaches to maintain honesty and integrity, possess self-awareness and emotional regulation, and commit to continuous self-development. Mentor coaching and reflective practice are also essential, as they foster learning and growth by transforming insights into action and promoting sustainable autonomy through trust-based relationships. (4 major areas, 8 core competencies) Similarly, the EMCC (European Mentoring & Coaching Council) identifies eight core competencies that integrate coaching and mentoring expertise — including Understanding Self and Commitment to Self-Development, which emphasize identity and growth; Managing the Contract and Building the Relationship, which highlight partnership and trust; and Use of Models & Techniques, Facilitating Development, and Evaluating Own Practice, which combine practical skill with reflective thought. These all sound noble and convincing. Yet when we think of a coach, the words that often come to mind are “helping,” “guiding,” and “mentoring.” Given this, I sometimes wonder whether the coaches we meet today truly embody the spirit of respect, trust, and genuine encouragement that human beings can give to one another. Having met and worked with many certified coaches from these organizations, I have realized that—perhaps due to cultural differences—it is not easy to feel that deep sense of humanity I once expected in a coaching conversation. The reason, in fact, may be simple. Perhaps the coaching profession has become so financially rewarding that some have started to see clients less as human beings and more as sources of income. This attitude may be inevitable for those who habitually put self-interest before genuine care. I do not claim to be immune to such tendencies myself. I write this piece not as someone who has achieved all these ideals, but as a person trying to turn the mirror inward — to reflect on my own attitude and humanity as a coach. In the age of AI, we must think even more deeply. It is uncertain whether this era will still allow me to live as a coach unless I continue to cultivate the authentic qualities that this age truly calls for. Why did I become a coach? Why do I want to remain one? And what kind of coach should I be? These questions must be asked — and answered — anew in this new era. Written by: Julia Kim