AC, EMCC Global, and ICF Global Collaborate to Shape Responsible AI Practice in Coaching

– Leading global coaching organizations build on their ongoing AI work to develop shared resources for the coaching profession –

Lexington, KY, USA – The Association for Coaching (AC), EMCC Global, and the International Coaching Federation (ICF) have signed a new framework to pave the way for collaboration focused on artificial intelligence and the future of coaching. The three organizations will work together to support responsible, ethical, and informed use of AI across our global profession.

While AC, EMCC Global, and ICF will continue to advance their respective standards, guidance, research and initiatives, the organizations have identified areas where collaboration can bring greater clarity, consistency, and practical value to coaches, mentors, supervisors and the wider profession.

Together, the organizations recognize the opportunities AI brings to coaching while emphasizing the importance of client protection, privacy and confidentiality, transparency, appropriate professional boundaries, and accountability for AI use within coaching practice.

“AI is already reshaping how coaching is experienced, delivered and understood. As a profession, we have a responsibility to engage with this change thoughtfully and proactively with a clear sense of purpose,” says Katherine Tulpa, CEO of the Association for Coaching (AC). “By working together, we can bring greater clarity to practitioners, organizations and coaching businesses, as we collectively navigate both the opportunities and questions AI presents. For the AC, this means championing ethical, evidence-informed practice and professional excellence, while ensuring that human connection, trust and meaningful impact remain at the heart of coaching.”

EMCC Global President Mikko Sorvari said, “I wholeheartedly support this collaboration between AC, EMCC Global, and ICF, which marks an important step forward for our global coaching community. As AI changes the way we learn, work, and connect, our profession must lead with responsible, ethical, and informed practice rather than simply react to change. By combining our expertise and perspectives, we can give coaches, mentors, and supervisors the clarity and confidence they need to use AI wisely. Above all, we remain committed to ensuring that human connection, trust, and meaningful impact stay at the heart of everything coaching stands for.”

“AI has been an important area of focus for ICF for several years, and our work continues to evolve alongside the technology and the needs of coaches, clients, coaching educators and coaching in organizations,” said Magdalena Nowicka Mook, CEO of the International Coaching Federation. “This collaboration gives us an opportunity to bring together different perspectives and expertise around areas where greater alignment can benefit the entire profession. By working together, we can provide coaches with practical resources to engage with AI responsibly and confidently while preserving what is fundamentally human about coaching.”

Media Contacts
AC media contact: Media@associationforcoaching.com
EMCC Global media contact: Nicola Brown, nicola.brown@emccglobal.org
ICF media contact: Renata Lerch, renata.lerch@coachingfederation.org

About the Association for Coaching (AC)

The Association for Coaching (AC), established in 2002, is a global professional body dedicated to championing excellence and ethical practice in coaching, in the workplace and beyond. With members in 95+ countries, the AC brings together the full coaching ecosystem – from professional and executive coaches to organizations, leaders, sponsors and commissioners of coaching, educators, service providers, supervisors, mentors and academic institutions. It connects those who practice coaching with those who use, commission, sponsor and invest in it. Through professional standards, learning, research, thought leadership and a diverse global community, the AC advances the profession and helps shape coaching cultures that create meaningful, sustainable impact. For more information, visit us at www.associationforcoaching.com

About EMCC Global

EMCC Global is an international professional body for coaches, mentors and supervisors, with more than 17,000 members in 140 countries and affiliated organisations in 29 countries. It began in 1992 as the European Mentoring Centre, became the European Mentoring and Coaching Council in 2001 and took the name EMCC Global in 2023.

EMCC Global accredits individual practitioners, training providers and programmes against internationally benchmarked standards that value reflective practice. In 2016, EMCC Global co-authored the Global Code of Ethics with the Association for Coaching; now in its fourth version, the code is signed by 12 professional bodies worldwide.

Twelve Centres for Excellence bring practitioners and researchers together on specialist areas, among them supervision, ethics, research, mentoring, team coaching and AI and digital practice. EMCC Global also funds research projects, publishes the International Journal of Mentoring and Coaching and runs an annual conference (in May 2027 it meets in Seoul, the first EMCC Global conference held outside Europe).

Find out more at www.emccglobal.org