With so much exciting new tech in the coaching world, it’s all too easy to sit back and let AI take the wheel, leaving dashboards and algorithms to dictate how agents develop – without making enough time for human-to-human conversations.
Yet coaching is still fundamentally a human endeavour! And whilst AI excels at providing insights, it cannot replace empathy, motivational pep talks, or the emotional intelligence required to adapt to the mood of the agent sat in front of them.
So, how do you strike the right balance? We asked our consultants panel to share their best advice on how to truly embrace the best of both worlds.
Lean Into AI Coaches to Help Agents Tackle Their Weaknesses in a Safe Space
We’re seeing the introduction of generative AI in coaching! Think role-play, with a bot that adapts its answers – and feedback – according to the response you give. Deployed at the click of a button, this approach is efficient, resource friendly and… effective.
Why? For many, the idea of having a conversation with someone about their weaknesses is unpleasant and, as much as great coaches create safe spaces that support individuals’ growth, there is still an element of discussing things that aren’t going well – and that can be uncomfortable.
Removing the human coach creates a new dynamic. One where advisors can ‘play’ with the coach by presenting different scenarios, exploring recommendations, and trying out new approaches on different customer types (by requesting the bot show frustration in the conversation, for example). All of which aligns with how adults like to learn and supports the empowerment of our people.
So, is this the end for the human coach? Absolutely not. It just changes the conversations.
Whereas before, coaching might have been around action, now it can be focused on reflection:
- What has the advisor taken from the coaching session?
- How are they using that approach?
- What difference is it making?
- What else can they do?
Conversations are elevated from transactional interactions to reflective accountability, keeping the advisor on track to deliver even better outcomes for customers.
Contributed by: Nicola Callan, Founder & Director at Boost HR
Set Different Goals for Your AI-Led and Human-Led Coaching Sessions
We use both AI and human coaching, but with a clear understanding of what goals we would like to reach with each of them.
We use technology to scale performance coaching and make it available to everyone at any time they need in a convenient way.
But to make reflection and learning deeper, we would schedule human-led coaching sessions.
Learning is social; people can feel other people on a deeper level, thus are able to provide guidance and support.
Here’s a quick overview of how this looks in practice:
- AI can identify skill gaps; human coaches must identify the systemic and contextual reasons for those gaps.
- Human sessions must be dedicated, distraction-free spaces to allow coaches to read body language and emotional cues.
- Move beyond one-on-one coaching to orchestrate peer-to-peer learning and group problem-solving, thereby building professional networks and cooperation.
- AI optimizes; humans provide meaning and direction by helping employees connect their daily tasks and performance to their ultimate career purpose and personal values.
Contributed by: Olha Yevsikova, Chief Learning Officer at Qlab
Stop Seeing Technology as the Easy Way Out
To keep human connection front and centre, we have to want to! Engaging at a human-to-human level takes time, commitment and emotional energy.
Technology makes everything quicker, more straightforward, and unfortunately gives those of us not so comfortable with the intensity of human connection a great excuse to avoid it.
Coaching for high performance gives organizational goals and human needs equal airtime. We need to know what is expected of us and how we will be measured, and we also need to feel motivated, supported and psychologically safe.
Psychological safety underpins connection and trust, and for any individual to feel safe, their personal psychological needs – their psychological contract – must be met consistently.
Unpicking this within a coaching conversation is simple. Use these two questions, and listen to hear (not to respond), to enable meaningful conversation:
- What’s working well right now? (This brings insight into needs being met.)
- What would you change going forwards? (This brings insight into needs not being met.)
If we genuinely want human connection to thrive, we have to choose it deliberately, by slowing down, staying curious, and creating the safety that allows people to show up fully as humans, not just as roles.
Contributed by: Lou Carter, Director and Founder, Rising Vibe
Make Time for Regular Follow-Ups to Show Care and Commitment
Coaches keep the human connection front and centre by using technology to start meaningful conversations, prioritizing presence over process, and intentionally creating space for dialogue, reflection, and follow-up.
Presence matters more than ever! Face-to-face coaching sessions, whether in person or on camera, help build trust, read nuance, and reinforce that the individual matters beyond the metric.
Follow-up check-ins and ongoing dialogue show consistency, care, and commitment, turning feedback into a partnership rather than performance management.
The future of coaching is not about choosing between technology and humanity. It’s about balance. AI and data should support better coaching, not replace it. Because while tools may inform performance, it is human connection that truly unlocks potential.
Contributed by: Rebecca Whittaker, Partnership Operations Manager at Customer Contact Panel
Don’t Forget to Factor Neuroinclusion Into Your New Approach to Coaching
The reality is that staff already see the data. It’s probably emailed, displayed, benchmarked, and discussed constantly.
Coaching does not add value by repeating it. Its value lies in creating space for reflection, meaning, and understanding, things data alone cannot provide even when performance is part of the conversation. That means focusing on the person in front of you and listening more than you talk.
This matters even more when we think about neuroinclusion. Most tools are built around norms and averages.
They rarely account for differences in communication style, emotional processing, or how individuals interpret feedback.
When coaching relies too heavily on metrics, people who process differently are more likely to feel misunderstood, corrected, or reduced to numbers, which erodes trust very quickly.
Contributed by: Tina Squire, Training Facilitator at Neurodiversity Training Academy
To find out how to adapt to neurodivergent people and widen your talent pool, read our article: An Introduction to… Championing Neurodiversity in the Contact Centre
Continue to Create the Psychological Safety Needed for Someone to Talk About What’s Really Going On
Keeping coaching human-centric starts with mindset. The best coaches I’ve seen treat every conversation as a chance to shift the team climate for the better.
They slow down enough to actually listen, not just wait for their turn to speak. They stay curious rather than jump to fixes.
And they hold a simple belief that changes everything: most people want to do well, they just need the right environment and support.
Technology should enhance that, not overshadow it. Data gives patterns, but only humans give meaning. AI can highlight a skill gap, but only a coach can create the psychological safety for someone to talk about what’s really going on.
When tools take care of admin and analysis, coaches get to focus on the things that move performance: connection, clarity, encouragement, challenge and consistent follow-through.
Contributed by: Sean Spurgin, Learning Director at Elev-8 Performance
Have You Found the Right Balance Between Human and AI Coaching?
Click here to join our NEW Readers Panel to share your experiences and feature in future Call Centre Helper articles.
If you want more information on using AI and improving coaching in the contact centre, read these articles next:
- Kick-Start AI Education in the Contact Centre
- Take Your Coaching Strategy to the Next Level
- Five AI Use Cases for Agent Training
Author: Megan Jones
Reviewed by: Jo Robinson
Published On: 30th Mar 2026
Read more about - Technology, Agent Performance, Artificial Intelligence (AI), Employee Engagement, Employee Experience (EX), Generative AI, Lou Carter, Nicola Callan, Olha Yevsikova, Performance Management, Rebecca Whittaker, Sean Spurgin, Technology Enablement Strategy, Tina Squire, Top Story, Training and Coaching
