AI-Augmented Coaching

An online experiential course for AI-curious coaches.

Learn how to use AI to augment your existing coaching experience and practice - no coding, no gimmicks, and without replacing what makes you a uniquely human coach.

Cohort 5 begins late September 2026. Eight places. Applications are open. Apply and pay before 4 September to receive the early application rate.

Apply now

What you'll learn:

The course's Guiding Principle is simple: AI should deepen what makes you an exceptional coach, not dilute it. The professional wisdom, judgment, and human presence you've spent years developing are the point. AI should be in service of that.

Session 1: Context, then practice
Introduction to the AI landscape, the cognitive science of working alongside AI, and your first hands-on tool: recording, transcribing and summarising sessions.
Session 2: AI as your reflective partner
Build your own AI reflective partner, in Claude or ChatGPT, to help you reflect on, challenge and develop your own coaching practice.
Session 3: Ethics, confidentiality & contracting with clients
How to navigate confidentiality and data privacy, introduce AI to clients ethically, handle informed consent, and create your own contracting checklist and AI clause.
Session 4: Creating client GPTs
How to build a personalised GPT for your client, accumulating context from transcripts, 360s, and assessments over time.
Session 5: Reflection and integration
A facilitated, open reflection that consolidates what you have learned and integrates it into your own practice, brand and business.
Session 6: Roleplay and wrap up
Rehearse and develop your own coaching with AI through role-play and new techniques, explore additional use cases, and close with reflection on your takeaways and next steps.

You'll get value from this course if you are:

A practicing executive and/or leadership coach with an established body of experience.
Curious about AI but sometimes overwhelmed by the hype and not sure where to start.
Perhaps you’ve opened ChatGPT and asked it a few questions, but haven’t gone much further.
Protective of the human element of coaching - connection, intuition, presence, mastery.
Worried about falling behind, whilst deeply sceptical of “AI will replace coaches” messaging.
Looking to augment your existing coaching practice, not create an “AI version of you.”
Deeply mindful that if using AI in your practice, you do it in the most ethically considerate way.
Keen to be part of a community that shapes the future of AI in coaching, rather than just be shaped by it.
Ready to bring genuine curiosity, not certainty. You don't need to know where you stand on AI yet.

What you won't get from this course:

A library of prompts to copy and paste. AI fluency is about conversation, not collecting shortcuts.
A way to do less coaching. This is about doing better work, not less of it.
An AI system that replaces your judgment. If you want AI to do the coaching, this isn't the course.
Productivity hacks or time-saving tips. The focus is quality of practice, not speed of delivery.
A definitive answer on ethics. You'll leave with a framework for your own decisions, not a rulebook.
A course on building or marketing your coaching business with AI. There are other courses to help you with that.

How much does it cost?

£695 (inc. VAT)

An early application rate is available to the first applicants.

What's included:

6 x 90-minute live sessions via Zoom.
Experimentation breaks between sessions to put what you learn into action and reflect
Session recordings shared after each session.
A growing community of coaches doing the same work.

Payment note: Places are offered by invitation after a short application review. You'll receive a payment link once your place is confirmed. Payment is by card via Stripe.

What coaches who've tried it say:

I would recommend this to any coaching professional who wishes to make a more-informed, evidence-based judgement about how to use AI (if at all) in their coaching practice. I greatly appreciated how you managed the boundary between 'AI evangelism' and a more cautious, reflective mode of practice.

Peter Horncastle (Cohort 1)

Richard has planned the course meticulously and has put a great deal of work into making it as useful as possible for his participants. It has definitely changed the way I work, much for the better. It has also made me much more aware of the benefits and also the risks of AI. I would highly recommend this course.

Sue Webb (Cohort 2)

I came away feeling confident, informed and equipped with a clear approach for integrating AI into my practice in a way that enhances, rather than replaces, the coaching relationship. It has undoubtedly saved me many hours of research and experimentation while giving me the confidence to move forward with clarity.

Janet McGuigan (Cohort 2)

Cohort 5 dates

Session 1: Friday 25 September, 10-11:30am BST

Session 2: Friday 2 October, 10-11:30am BST

Experimentation break

Session 3: Friday 16 October, 10-11:30am BST

Session 4: Friday 23 October, 10-11:30am BST

Experimentation break (half term)

Session 5: Friday 6 November, 10-11:30am GMT

Session 6: Friday 13 November, 10-11:30am GMT

FAQs:

No paid tools are required to participate in this course. All content we work with during sessions - transcripts, data, examples - will be fully anonymised. Nothing personal or client-identifiable will ever be shared in the course environment. That said, paid subscriptions are recommended. The main reasons are practical: the models available on paid plans are meaningfully more capable, and free plans are more prone to downtime and usage limits that can interrupt your workflow at inconvenient moments. Paid plans typically costs around £20/month.

The course is made up of six sessions, each lasting 90 minutes. The sessions run across 8 weeks, structured in 3 blocks with an experimentation break between each. Beyond the sessions themselves, you'll get the most from the course if you set aside some time between sessions to experiment with what you've covered. There's no fixed homework. Expect to invest around 15–20 hours across the course including sessions, experimentation, and reflection.

Your guide (and fellow experimenter):

Richard Hughes-Jones has been an executive coach since 2015, working with founders, CEOs, and senior leaders in high-growth technology businesses. Before coaching, he worked at Deloitte and HM Treasury.

He's been experimenting with AI tools in his own practice for the past two years, not as an AI expert, but as a fellow practitioner working out what's genuinely useful and what's hype. That experimentation is what this course is built on.