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The movement of AI into the coaching arena continues to be steady and confident, meeting only rare and timid resistance. The progress of this movement can be explained by decades of technological advances, the entrepreneurial attitude of AI developers, and the inherent peculiarities of the coaching business. The voices of caution are too quiet in ‘the noise of progress’. However, there are important reasons for coaching communities to be apprehensive about the ways this movement could change coaching as a service and what this means for all involved. In this paper, I address potential problematic issues with the AI revolution in the context of a multitude of conceptual holes in coaching as a profession. I argue that dehumanising coaching under the guise of ‘enhancement by AI’ undermines human intelligence, which is desperately needed while the discipline of organisational coaching remains in its early stages of development.
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