AI has brought new urgency to questions the coaching profession has wrestled with for years: what is coaching, what value does it create, and what kind of practitioner should coach education produce? In episode 7 of our series, AI, Ethics and Trust in Coaching, host Smaranda Dochia talks with Jonathan Reitz, a coach and coach educator with nearly three decades of experience, about his unexpected path from broadcasting into coaching and what that journey taught him about the profession's evolving identity. Jonathan draws a sharp distinction between coach training, which transfers skills, and coach education, which reshapes the practitioner's identity, ethics, and self-awareness. He argues that meaningful development doesn't happen in the classroom alone: it comes from a blend of focused instruction, field experience, deliberate practice, community reflection, and a wider circle of trusted support. As AI tools increasingly position themselves as "coaches," he makes the case that providers and professional bodies carry an institutional responsibility to prepare adaptable, reflective practitioners, not just add an AI module to existing curricula. The discussion also digs into the practical and ethical terrain coaches now have to navigate: GDPR-level data handling, client-controlled recordings, one-year deletion policies, and the difficulty buyers face in measuring coaching ROI. Jonathan's view is that coaches should aim for AI augmentation or redefinition of their practice - never inversion, where the coach hands off genuine cognitive engagement to a tool. Even coaches who choose not to use AI themselves, he notes, need enough fluency to understand the language and developmental world their clients now inhabit. You will learn: · AI and coaching bots have forced a reckoning on defining coaching · Coach education beats training, and it belongs in the field with practice and community · Ethics and AI fluency are the differentiators. There are foundations of responsible practice that must be in place before AI fluency can start "I think the advent of some of the AI tools that are in the world right now have forced us to say, hey, with these AI tools now calling themselves coach, what is it that they're doing that I also do? And what is it that I do that they are not doing?" Don't forget to subscribe, rate, and leave us a review! Your feedback helps us bring you more valuable content. For the episode resources and guest bio, please visit: https://www.associationforcoaching.com/page/dl-hub_podcast-channel-AI-ethics-trust-in-coaching-coach-education-definition-ethics

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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