AI’s Understanding of Coaching: How AI Defines Coaching and Coaching Ethics

Researchers Passmore and Tee studied AI’s ability to provide an accurate definition of coaching and its understanding of coaching ethics. Their findings communicate the importance of verifying AI output and how AI can be used as a springboard for a deeper understanding of ethical challenges and concepts (Passmore & Tee, 2023).

Can AI define coaching?

Methods

Passmore and Tee examined whether GPT-4 could “define coaching to a ‘pass-grade’ standard.” GPT-4 had access to “widely cited sources” and “published studies” to craft its definition. They prompted AI with the following: “What is organization or workplace coaching? Provide a series of definitions from respected sources with references.” AI’s responses were then graded by six “subject matter experts” such as “university professors or similar.”

Results

The results were “grammatically correct” and “to an untrained observer, appeared authentic.” However, while the first statement produced by GPT-4 was authentic, the following “three were falsified.” When reviewed, the responses averaged a failing grade of 43%. The reviewing experts cited several concerns:

• Lack of detailed referencing, no page numbers

• Use of references that were not widely cited

• Cited definitions were modified and did not match the source text

• Falsified citations (citation was not in the referenced text or citation was incorrect)

While GPT-4 was able to produce correct quotes, it also produced “small” citation “errors and falsified quotes.” Additionally, “the definitions were not all ‘respected’ sources, and in some cases, text had been added which was not contained in the original definition” (Passmore & Tee, 2023).

AI’s understanding of coaching ethics

Methods

Passmore and Tee also examined “the ability of GPT-4 to compare and contrast” the ICF ethical codes of practice and the Global Code of Ethics for coaches and mentors. Both of these ethical codes are “widely available in the public domain.” Furthermore, they also studied GPT-4’s ability to “discuss implications for a coaching practice of the ICF Coach Competency… Coaching Mindset.”

Results

When grading the ability of GPT-4 to compare and contrast ethical codes it was given an average grade of 58% with “broadly positive feedback.” However, the results given were very basic and “mechanistic.” Reviewing experts noted that it did not provide “examples or specifics to bring the content alive” as a human student would. AI’s ability to discuss the implications of a “coaching mindset” as described by the ICF also received generally positive feedback and a supportive score of 60%. However, reviewing experts again noted that it “lacked personal examples” and continued to have a “mechanistic tone” (Passmore &  Tee, 2023).

What this means for AI users today

Passmore and Tee’s research indicates that AI currently has difficulty compiling a consistently precise definition of what coaching is. While this might be due to the continual debate on the exact definition of coaching within the field itself, the incorrect citations and false sources produced are indicators that users of AI should continually verify all output, including citations for accuracy and precision. Additionally, AI’s ability to compare and contrast codes of ethics and discuss the implications of coaching competencies can be a great tool for current executive coaches. Current coaches can use AI to widen their understanding of coaching ethics and examine ways that core coaching competencies can improve their practice. However, these ethical discussions and comparisons are still considered surface-level and “mechanistic.” Because of this, AI users should use this tool as a springboard to deeper more human conversations and learnings on the ethics surrounding the coaching industry (Passmore & Tee, 2023).

The main takeaway

Based on these research findings from Passmore and Tee, we can deduce two important learnings for the executive coach today.

• Always verify citations, sources, quotes, and references made by AI. Especially those quotes and citations used within an executive coaching session. This ensures that coaching clients are given accurate information, avoiding the damage that incorrect information can cause.

• Coaches can use AI’s baseline understanding of coaching ethics as a springboard for discussion and reflection on coaching ethics and competencies. While AI cannot currently host in-depth reflective commentary on coaching ethics, its understanding of basic principles and practices can still be helpful for executive coaches looking for a starting point or a simple ethics refresher.

 

Lead with Disruption: Mastering the 'Put Yourself Out of Business' Strategy

Disruption is more the rule than the exception. Companies that once dominated their markets can quickly become obsolete if they fail to adapt and innovate. To stay ahead of the curve, leaders must anticipate change and actively disrupt their business models before others do. This is where the "put yourself out of business" exercise comes into play. First introduced by Bud Carter who emphasizes the importance of identifying potential failures and developing a "plan B" for critical component breakdowns. By using this exercise, leaders can adopt a competitor's mindset and drive innovation from within.

Why It's Important

A report by McKinsey highlights that leading companies are those that continuously innovate, not just in products but also in business models and processes (McKinsey, 2023). They found that top-performing companies innovate across multiple dimensions and do so consistently.

By innovating consistently, businesses can drive operational efficiency, capture new opportunities, and mitigate risks associated with relying on a single product or model. This approach fosters a culture of creativity, encourages leveraging technological advancements, and ensures companies remain resilient and adaptable in the face of disruptions.

Using the ‘Put Yourself Out of Business’ exercise, leaders can foster a mindset of continuous improvement and innovation. By challenging existing business models and strategies, leaders can identify new opportunities and technologies that can drive growth and enhance competitiveness. Additional benefits include:

Risk Mitigation: Anticipating potential threats and disruptions allows businesses to develop strategies to mitigate risks before they become critical. This forward-thinking approach helps safeguard the organization against unforeseen challenges.

Enhanced Agility: Organizations that regularly engage in this exercise become more agile and responsive to change. By being prepared for disruption, they can pivot quickly and capitalize on emerging trends and shifts in the market.

Cultural Shift: Encouraging a culture of disruption and innovation empowers employees to think creatively and challenge the status quo. This cultural shift can lead to increased engagement, productivity, and a shared commitment to the organization's long-term success.

Steps for Completing the Exercise

Identify Key Assumptions: Begin by listing the core assumptions and beliefs that underpin your current business model. Consider factors such as target markets, customer needs, technology, and competitive advantages. Questions to consider include:

What do we believe sets us apart from our competitors?

What assumptions do we have about the economic, regulatory, and technological environments?

Which products or services do we assume will drive future growth?

What processes and technologies do we rely on for efficiency and effectiveness?

What skills and capabilities do we believe are critical to our success?

Challenge Existing Paradigms: Imagine a scenario where these assumptions are no longer valid. Questions to consider include the following. In this stage, it’s important to ask questions that start with “what if.”

What if a competitor offered a superior product at a lower price?

What if technological advancements made your offerings obsolete?

What if customer preferences shifted dramatically?

Explore Disruptive Scenarios: Brainstorm potential scenarios that could put your business out of operation. These could include technological breakthroughs, regulatory changes, or new market entrants. Be bold and creative in envisioning these possibilities. To identify disruptive scenarios, consider the following:

Identify and track emerging trends that have the potential to disrupt your business, such as technological advancements, shifting consumer behaviors, or regulatory changes.

Monitor competitors and new market entrants to identify disruptive innovations or strategies that could challenge your market position.

Use design thinking principles to empathize with your customers and explore innovative solutions that could redefine your industry.

Analyze Impact: For each scenario, assess the potential impact on your business model, revenue streams, customer base, and operational processes.

Evaluate Response Strategies: For each disruptive scenario, identify strategies and solutions that could prevent your business from becoming obsolete. Consider new products, services, business models, or strategic partnerships that could help you stay relevant and competitive.

Create an Action Plan: Prioritize the most impactful solutions and develop a clear action plan to implement them. Assign responsibilities, set timelines, and establish metrics to measure progress and success.

The Main Takeaway

The "put yourself out of business" exercise is not just a hypothetical thought experiment; it's a practical tool that empowers leaders to embrace change and drive innovation from within. By regularly engaging in this exercise, executive coaches, executives, and business leaders can foster a culture of agility and resilience, ensuring their organizations remain at the forefront of their industries.

References

McKinsey. (2023). Innovative growers: A view from the top | McKinsey. Www.mckinsey.com. https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/innovative-growers-a-view-from-the-top