Coaching industry trends in 2025: professionalism, proof, and AI-augmented journeys
Posted by Alisa Sukdhoe
If you’re a Chief People Officer or a seasoned coach, 2025 is the year the market’s sheer volume and speed force a step-change in how coaching is bought, delivered and measured.
Two macro shifts define the year:
- a surge of trained, accredited coaches flooding supply—and with it, higher expectations for professionalism and evidence; and
- the mainstreaming of AI and coaching tech, which pulls coaching into continuous, data-rich learning journeys.
Below, I unpack what’s happening (with sources), and finish with practical playbooks for CPOs and coaches.
1) The supply boom is real—and it raises the bar
The latest ICF Global Coaching Study shows the profession’s rapid expansion: an estimated 109,200 coach practitioners in 2022 (+54% vs 2019) and US$4.56bn in annual revenue (+60%). Crucially, 85% of coaches now hold a credential, and 80% report that clients expect coaches to be credentialed—clear signals that buyers are using credentials as a hygiene factor, not a differentiator. ICF
For enterprise buyers, that means professional standards are non-negotiable: clear contracting, ethical boundaries, supervision, and a transparent process. The Global Code of Ethics (AC/EMCC) explicitly updates expectations for digitalisation and AI—useful when you’re aligning providers on conduct and data practices. globalcodeofethics.org
If you use assessments around coaching (360s, personality, etc.), look to ISO 10667-1:2020 for guidance on procedure, validity, fairness and roles between client and provider. It’s not a coaching standard per se, but it’s the most widely cited benchmark for assessment service delivery in organisational settings. ISONormSplash
What this means in practice
- Baseline the bar: require an ICF (ACC/PCC/MCC) or EMCC EIA level, plus acceptance of the Global Code of Ethics and supervision arrangements. globalcodeofethics.org
- Design “service moments” you can operationalise and audit: sponsor–coach–coachee contracting, goal alignment, mid-engagement check-ins, confidentiality and data handling, between-session support, and explicit close-out + outcomes reporting (aligned to your talent metrics). Map assessment-related steps to ISO 10667-1. ISO
2) AI and coaching tech move from novelty to the operating system of coaching
In 2025, AI is embedded across the lifecycle—matching, scheduling, micro-nudges, role-play, reflection capture, and outcome analytics.
- Adoption in the wild: companies are piloting AI “coachbots” to scale rehearsal, feedback and day-to-day guidance (e.g., CoachHub’s “Aimy”, role-play use-cases at HubSpot; WPP experimenting at scale). These aren’t replacing human coaches; they’re filling gaps between sessions and expanding reach. Financial Times+1
- Research signal: systematic reviews and field studies in 2024–25 suggest AI works best as augmentation—supporting preparation, reflection and skills practice—while relationship-rich work remains human-led. Coaches’ attitudes are shifting from threat to tool as literacy rises. EmeraldResearchGate
- Regulatory gravity: the EU AI Act entered into force in 2024 with staged obligations. Bans on certain “unacceptable-risk” systems began 2 Feb 2025, with further obligations phasing in (including for general-purpose AI). Expect buyers—especially multinationals—to demand model transparency, human oversight and robust data governance from coaching tech providers. EYEuropean ParliamentReuters
- Privacy by design: enterprise-grade platforms are aligning with GDPR and privacy management frameworks like ISO 27701—a useful shorthand when you’re vetting vendors that handle sensitive coaching data.
Knock-on effect for L&D: Coaching is being woven into career-driven learning strategies—not just leadership programs. LinkedIn’s 2025 Workplace Learning Report highlights coaching’s role alongside internal mobility and career development as organisations tackle the skills crisis. LinkedIn Business Solutions
3) Other trends worth your attention
- Team coaching professionalises: ICF launched the Advanced Certification in Team Coaching (ACTC) and published team coaching competencies—evidence that organisations want multi-level impact beyond 1:1. ICF+1
- Democratisation of access: universal coaching offers (not just for execs) are spreading, aided by AI and group formats. Media coverage has tracked large employers extending 1:1 or AI-supported coaching to broader employee bases. Financial Times
- Proof and analytics: buyers expect coaching integrated with talent systems and clear ROI narratives (linking behavioural shifts to KPIs). Industry reports emphasise standardised processes, dashboards and longitudinal outcome tracking. coaching.com
- Supervision as standard: EMCC’s revised Supervision Competence Framework (June 2025) signals maturing expectations for reflective practice and ethical robustness in tech-enabled contexts. emccglobal.org
Playbook for Chief People Officers
- Set the bar
- Credentials & ethics: require ICF/EMCC credentials and adherence to the Global Code of Ethics; define supervision expectations. globalcodeofethics.org
- Process quality: mandate a consistent coaching lifecycle with artefacts you can audit (contracting, goals, stakeholder check-ins, close-out). For assessments, align to ISO 10667-1. ISO
- Design for scale and evidence
- Blend 1:1, team/group, and digital modalities; embed coaching into leadership, onboarding and career pathways. Tie goals and outcomes to your competency and KPI frameworks.
- Harden data & AI governance
Update vendor DDQs to include model transparency, human-in-the-loop, data residency, retention, and ISO 27001/27701 posture. Require statements of EU AI Act readiness if you operate in or touch the EU. EYnqa.com
4. Measure what matters
Track behavioural indicators (e.g., decision latency, delegation patterns), complement with 360s/interviews, and run longitudinal follow-ups. Feed data into EX dashboards.
Playbook for experienced coaches
- Show your proof
- Make your credential(s), supervision, and ethical commitments visible; publish a service blueprint (from contracting to close-out) with outcome metrics clients can expect. globalcodeofethics.org
- Upgrade the skill stack
- AI literacy (prompting, reflective journalling support, role-play simulations), data storytelling (turn session themes into development insights), and platform fluency (privacy settings, analytics). Research points to augmentation as the winning posture. Emerald
- Lean into team and group work
- If you haven’t already, add team coaching capability (ACTC-aligned), plus facilitation methods for cross-functional work. ICF+1
- Mind the red lines
- Be explicit about confidentiality, consent for AI tools, and data processing (storage, retention, deletion). If you use assessments, follow ISO 10667-aligned practices (validity, fairness, clear roles). ISO
Bottom line
- Supply is up—and so are expectations. Credentials, ethics and evidenced processes are now table stakes. ICFglobalcodeofethics.org
- AI is here—as an augmentation layer that expands access and makes coaching more measurable, not as a substitute for human relationship. Govern it well. Financial TimesEmeraldEY
- Winners will design coaching as a journey, integrated with career development and linked to real business outcomes.
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