AI & Digital Centre for Excellence

Our Digital & AI Centre for Excellence helps practitioners understand and navigate digital technology and AI. We map the digital landscape, clarifying what it means for coaching and mentoring practice.

Through our digital ethics work, we set standards that protect clients and maintain professional integrity. Our training programmes help practitioners use technology confidently and appropriately. We promote understanding of digital standards amongst technology providers, buyers, and practitioners.

We work with EMCC Global Accreditation and other Centres of Excellence, such as Ethics and Research, to address emerging needs in digital coaching. As more coaching moves online and AI tools develop, we ensure this shift happens ethically and professionally, supporting rather than undermining quality practice.

We help practitioners understand and navigate digital technology and AI. We map the digital landscape, clarifying what it means for coaching and mentoring practice. 

Through our digital ethics work, we set standards that protect clients and maintain professional integrity. Our training programmes help practitioners use technology confidently and appropriately. We promote understanding of digital standards amongst technology providers, buyers, and practitioners.

Research from our partnership with Henley Business School (2024) shows why this work matters: 91.5% of coaches now use video platforms, yet 57.7% don’t believe AI chatbots deliver proper coaching. The profession needs clear guidance.

Our Digital Ethics Guidelines (Version 1.0) provide the profession’s first comprehensive framework for technology-enabled practice, used by practitioners and platform providers internationally. These guidelines inform quality standards for digital coaching platforms and help organisations make better procurement decisions.

Our training programmes address a real gap. Whilst 37% of coaches worry AI threatens their work, 46% see potential to improve their practice. Our programmes help practitioners understand what’s actually happening rather than react to hype or fear.

Through conference panels, webinars, and collaborative work across our Centres of Excellence, we’re helping the profession adapt thoughtfully. It is about maintaining quality human coaching whilst adopting useful technology. We promote informed, ethical practice.