The future of coaching is likely to be influenced by the rise of AI and automation. Imagine AI taking the lead in a coaching session, asking questions like, "What's on your mind?" or "You spoke about this two weeks ago, but what feels like the real challenge here for you?" With enough context, AI could analyse conversations, follow decision trees, and offer thoughtful prompts like, "What else?" repeatedly, drawing out deeper insights. This kind of interaction could effectively simulate human coaching, potentially achieving similar outcomes a significant portion of the time. As a coach, this raises an important question: Where do you offer unique value in the coaching experience that someone can't get from chatting with their AI assistant?