I know that's probably a strange thing for me to say in an email to coaches. But I think we need to be realistic about what's happening. If someone can type: "Help me improve my confidence." "Give me 10 questions to help me find my purpose." "How do I change my mindset?" …and get a pretty decent answer in 30 seconds for free… Why would they pay a coach hundreds or thousands to give them the same information? That's the challenge facing coaching right now. And AI is only going to get better. But here's what I think is really interesting… AI isn't going to replace great coaching. It's going to expose the difference between information and transformation. I saw that again on Monday when I ran my relationship masterclass. We talked about breaking relationship patterns, resentment, triggers, trust, communication, confidence and healing what's happened in the past. People don't struggle with these things because nobody has ever told them what to do. Most of them already know. They've read the books. Watched the videos. Listened to the podcasts. And now they can ask ChatGPT too. And they're still stuck. Because knowing you need to set a boundary isn't the same as being able to set one. Knowing you have trust issues doesn't suddenly make you trust again. Knowing you're repeating a relationship pattern doesn't necessarily tell you how to stop it. That's where a properly trained coach becomes incredibly valuable. And it's why I believe relationship coaching is one of the areas AI is going to struggle to replace. If you missed Monday's session and want to see the kind of work I'm talking about, I've made the replay available here: Watch the Relationship Masterclass replay here And then next Monday, 12th October, I'm running a completely FREE live masterclass specifically for coaches: The Coaches AI Can't Replace And How to Become One I'm going to show you: What's happening to the coaching industry as AI gets better.