03 / AI
What organisations are actually doing with AI, and where it may help or complicate the business around your coaching.
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Department for Science, Innovation and Technology · 28 January 2026
DSIT’s survey of 3,500 UK businesses finds AI use is still modest: 16% are using at least one AI technology, and 80% have no current plans to adopt it.
Why we picked it. It is a useful corrective to the idea that every organisation you coach in is already running on AI.
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OECD · 5 November 2025
An OECD survey of more than 5,000 SMEs across seven countries, including the UK, finds generative AI in use in 31% of SMEs, with marketing and sales the most common application.
Why we picked it. It is one of the clearer pictures of how small businesses actually use generative AI — and marketing and sales come first.
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Henley Business School · 7 May 2025
Henley’s World of Work Institute surveyed 4,640 full-time UK workers and found 56% optimistic about AI and 61% overwhelmed by the pace of change.
Why we picked it. Workforce unease, not just technology, may be the coaching problem organisations actually have.
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ICF Thought Leadership Institute · January 2026
ICF’s first futures report uses strategic foresight, not prediction, to explore five drivers of change and four possible futures for coaching by 2036.
Why we picked it. It is more useful as a set of scenarios than as a forecast, especially on technology, access and professional standards.
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Passmore, Saraeva, Money, Diller and Mitchell, with EMCC Global · August 2025
A 2025 open-access study of 556 coaches across 52 countries, conducted with EMCC Global, finds coaches adding digital, team and group work while remaining cautious about AI, with fees varying by service, funder and country.
Why we picked it. It is one of the more grounded practitioner surveys on what coaches are adding, avoiding and charging.