Benefits of coaching: Thrive amid AI-driven change

When you hear the word "coach," you might picture a high-powered executive deep in conversation with a professional coach. But today’s coaching landscape has evolved. With AI transforming how we work and develop, coaching is no longer a luxury for the few, it’s now a company-wide advantage.

Human coaches continue to bring deep, personal insight that unlocks lasting growth. However, AI is removing the barriers—cost, access, and availability—that once made coaching exclusive. Now, support is available anytime, for everyone, tailored to each person’s goals and motivations.

The benefits of coaching: Why it works, and why demand is soaring

Coaching is one of the most sought-after strategies for personal growth and team performance worldwide, fuelled by a work culture that demands more adaptability, emotional intelligence, and sustained high performance than ever before.

In the words of coaching pioneer Timothy Gallwey,

Coaching is unlocking a person’s potential to maximize their own performance. It is helping them to learn rather than teaching them.³

Globally, the coaching industry is projected to reach US$7.3 billion by 2025, driven by a new generation of leaders, knowledge workers, and organizations who see coaching not as a luxury but a necessity.

Why? Because coaching works.

It’s one of the few proven interventions that consistently drives real change in both mindset and results. From Olympic athletes to Fortune 500 executives, high performers across every industry use coaching to maintain clarity under pressure, strengthen self-awareness, and stretch beyond what they thought was possible. In many cases, it’s the quiet force behind bold decisions, career-defining moments, and record-breaking results.

But coaching is no longer limited to a select few. With AI-driven technology, the benefits of coaching, once reserved for senior leadership, can now be scaled across entire organizations. Whether it’s about navigating burnout, improving collaboration, or growing into your next role, AI coaching helps you reset, refocus, and move forward with intention.

It doesn’t give you the answers, it helps you find your own. And in a work world that’s constantly shifting, that kind of clarity is essential.

So what are the real benefits of coaching, backed by evidence? And what does it look like when coaching is done well, at scale?

Let’s break it down.

Coaching supports mental clarity and emotional resilience

In a world of nonstop demands, coaching creates a rare moment of pause—a chance to reflect, process, and reset. For many individuals, that space is the first step toward clarity. Coaching has been shown to reduce stress, ease burnout, and improve emotional well-being.

According to a global survey, 85% of coaching engagements include a mental or emotional well-being component. While coaching isn’t therapy, it helps people become more self-aware, emotionally agile, and better equipped to handle pressure.

Coaching fuels performance and momentum

Coaching isn’t about fixing people, it’s about unlocking what’s already there. It sharpens focus, uncovers blind spots, and builds the habits that drive real-world performance. In fact, more than 70% of individuals say coaching directly improves their work performance, relationships, and communication skills.

It’s one of the few development strategies that supports both personal growth and business impact.

Coaching builds confidence, decisiveness, and self-trust

The more uncertain the environment, the more valuable it is to trust your own instincts. Coaching helps people back themselves, especially in high-stakes situations where there’s no script to follow. It nurtures confidence not by handing over answers, but by helping individuals discover their own. That process builds real self-trust.

Studies show that 80% of people who receive coaching report higher self-confidence. And because that confidence is built through reflection, decision-making, and small wins over time, it’s more durable and it sticks, because it’s practiced.

Coaching strengthens collaboration and team trust

High-performing teams don’t just work hard; they work in sync. Coaching helps individuals understand not only their own motivations but also how they present themselves within a team. It creates space for better conversations, clearer expectations, and shared accountability.

When teams receive coaching support, either together or individually, they develop stronger psychological safety, clearer communication, and increased trust. That’s what turns a group into a high-performing team.

Coaching delivers measurable ROI for organizations

When coaching becomes embedded in company culture, the ripple effects are felt across every layer. Research shows that 86% of organizations report a strong return on their coaching investment, from lower turnover to better leadership pipelines and increased team engagement.

It’s not just good for people. It’s good for business.

Coaching makes growth sustainable

Growth isn’t always linear. We all move through seasons of energy, uncertainty, and reinvention. Coaching helps you stay grounded through it all, giving you a structure to reflect, reset, and keep moving with purpose.

It offers a space to build habits, navigate setbacks, and realign with what matters most. That ongoing support is what makes coaching different —it’s a rhythm you can return to, again and again.

Research shows that coaching helps people adopt new behaviors and stick with them long after the sessions end. It builds the mindset and consistency needed to grow, even when the path gets tough.

Scalable coaching can supercharge your entire team

When every team member has access to coaching, not just leaders or high performers, it transforms how a team works together. You create a culture where reflection, feedback, and personal growth are built into the everyday. Small mindset shifts happen faster. Confidence builds. And people start solving problems instead of sitting on them.

At Canva, this approach is embedded into the company’s culture. Traditional people managers are replaced with dedicated coaches who help employees identify growth opportunities, build their skills, and decide when it’s time to step up to new challenges.

“We don't really have managers.”—Cameron Adams, co-founder and Chief Product Officer, Canva

The result? Canva has been growing at a rate of 60% year-over-year. While many factors contribute to that success, their unique coaching culture plays a powerful role in how people develop, collaborate, and lead.

📖 Read how Canva uses Marlee: The best team coaching software, according to Canva

At Canva, human coaches work alongside AI, Coach Marlee, to keep growth moving in the flow of work. This hybrid approach makes coaching both personal and scalable, designed to support the pace and needs of a global, fast-moving team.

And while Canva’s model is unique, it reflects a broader truth: how coaching is delivered shapes the impact it has. Before exploring coaching options for yourself or your team, it helps to understand the different formats available because the right fit depends on your goals, budget, and how your team works best.

Types of coaching: How support is delivered (and who it works best for)

One-on-one coaching: Deep focus, real-time connection

This is the traditional coaching model: in-person sessions that offer a dedicated space for focused growth. Meeting face-to-face brings a level of presence and immediacy that strengthens the coaching relationship and deepens the impact.

In-person coaching offers:

• Real-time feedback: Coaches can pick up on subtle cues, such as body language, tone, energy shifts, and respond in the moment, helping you unpack challenges with more clarity.
• Heightened accountability: Showing up in person creates a natural sense of commitment and follow-through, reinforcing your motivation to develop.
• Immersive perspective: Being physically present with your coach, outside of daily work distractions, can help you see things from different perspectives, make more significant mindset shifts, and take action with more confidence.

For many, the physical presence of a coach builds trust and connection in a way that accelerates self-awareness and progress. While it’s often reserved for senior leaders due to time and cost, the depth of in-person coaching remains a powerful experience when the opportunity arises.

Group coaching: Collective growth, stronger teams

Group or team coaching creates space for people to grow together, not just as individuals, but as a collective. Whether the focus is on improving team dynamics, building leadership capabilities, or reinforcing shared values, group coaching helps teams learn from each other in real time.

Done well, it offers unique benefits you can’t get in a one-on-one setting:

• Shared learning: When individuals hear others reflect out loud, it often surfaces insights they might not have reached on their own.
• Stronger connection: Discussing challenges together builds empathy, deepens trust, and accelerates psychological safety—essential ingredients for collaboration.
• Built-in accountability: Committing to growth in front of others builds follow-through. You’re more likely to take action when your team is walking the same path.

Group coaching works best in environments where openness is encouraged and differences are respected. While some may feel hesitant to share in a group at first, over time, many discover that hearing diverse perspectives helps normalize their challenges and unlock more powerful solutions.

Online coaching: Flexible, human support—delivered virtually

Online coaching brings the depth of one-on-one support into your everyday rhythm, delivered via video call or virtual session. No matter where you work—from a home office, coworking space, or across time zones—you can access the insight and guidance of a human coach without being in the same physical location.

The biggest benefit? Flexibility without compromising depth.

• Greater access: People in remote, regional, or underserved areas can connect with experienced coaches they wouldn’t otherwise reach.
• Time-smart support: Busy individuals and leaders can drop into sessions when it matters most—before a pitch, during a role change, or in moments that call for clarity.
• Deeper consistency: With no travel or location barriers, regular sessions are easier to maintain, building momentum and reinforcing growth over time.

At its core, online coaching delivers the same transformative human connection—listening, reflecting, guiding—but through a format that fits today’s work life. Whether you need a breakthrough moment or steady support, it’s coaching made more accessible, on your terms.

AI coaching: Flexible, personalized support that builds real momentum

Coaching has always helped people navigate defining moments, but it’s just as powerful in everyday life. Whether you’re stepping into a new role, managing competing priorities, or building confidence one decision at a time, AI coaching offers support that meets you in the moment and keeps progress moving.

With AI, Coach Marlee, you’re not scheduling a future session or waiting for availability, you’re having a focused, personalized coaching conversation right when you need it. The format is simple: a private, chat-style session that feels like messaging a trusted coach. But behind the scenes, it’s powered by science.

Marlee’s online coaching programs are grounded in decades of research and developed by Michelle Duval, one of the pioneers of the coaching industry. The experience adapts to your unique motivational profile—how you think, what drives you, and where you naturally thrive—so the guidance you receive is deeply relevant and immediately impactful.

Marlee's coaching programs

What makes the AI coaching experience different?

• You can drop in when it counts: Whether you're prepping for a difficult conversation, regrouping after a tough meeting, or stuck on a next step, support is available in the moment, no scheduling required.
• You feel safe to be honest: There’s no pressure to perform or impress. The private, non-judgmental format makes it easier to reflect openly and work through what’s really holding you back.
• You stay consistent: Coaching isn’t a one-off event. With personalized guidance across more than 1,000 different goals, Coach Marlee helps you build momentum day by day—at your pace, in your flow.
• It scales with your team: What once felt exclusive is now accessible. Every team member can work on their own growth journey, supported by coaching that’s personalized, practical, and ready when they are.

Some people use AI coaching on its own. Others combine it with human coaching for a blended experience. Either way, it’s not about replacing connection—it’s about expanding access. The real benefit? You create a culture where coaching becomes part of how you work.

Coaching options: Tailored to individuals and teams

Coaching can support growth at every level, whether you're looking to make a personal shift or lift performance across a team. The right approach depends on your goals.

If you’re seeking support as an individual, coaching can help you build confidence, improve your well-being, or take the next step in your work life. And if you're focused on your business, coaching can strengthen leadership, boost collaboration, and unlock your team's full potential. Let’s explore the different types—and how each one delivers value in its own way.

Coaching for individuals

If you're seeking coaching for personal or professional growth outside of your organization, these options can help you build momentum in the areas that matter most to you.

Life coaching

Best for: individuals looking to improve overall life satisfaction and balance

Life coaches take a holistic approach, supporting you across various aspects of your life, including work, relationships, mindset, and overall well-being. Common focus areas include:

• Personal growth and confidence
• Time and energy management
• Communication and interpersonal skills
• Emotional well-being and stress management
• Building a more fulfilling work–life rhythm

Health coaching

Best for: individuals wanting to create sustainable habits for health and well-being

Health coaches empower you to improve physical and mental health through small, consistent changes. They can support:

• Sleep and energy optimization
• Fitness and movement routines
• Nutrition and mindful eating
• Wellness practices like meditation or breathwork
• Managing stress and burnout prevention

Career coaching

Best for: individuals navigating a career change, promotion, or leadership development

Career coaches help you gain clarity on your next move and develop the skills to get there. You’ll work on:

• Identifying strengths and purpose at work
• Setting and achieving career development goals
• Building leadership skills and influence
• Making confident decisions about your growth path
• Long-term strategies for satisfaction and impact

Coaching for businesses

If you're exploring coaching for your team or organization, these options focus on capability-building, performance, and scalable development across roles.

Business coaching

Best for: business owners or senior leaders navigating growth, complexity, or strategic challenges

Business coaches help leaders sharpen their vision and solve for what’s next. They typically guide:

• Strategic planning and business model design
• Team alignment and engagement
• Revenue growth and operational improvements
• Leadership development and succession planning

Leadership coaching

Best for: emerging or established leaders who want to lead with confidence and impact

Strong leadership doesn’t just improve performance—it shapes culture. Research shows that effective leadership can boost employee retention and increase revenue growth. But today’s leaders are facing more complexity than ever, and many feel underprepared.

Leadership coaching helps managers and executives develop the mindset and practical skills to guide, support, and inspire others. This often includes:

• Communicating with clarity and empathy
• Giving and receiving feedback effectively (active listening skills)
• Building trust across diverse teams
• Navigating high-pressure moments with composure
• Coaching others to grow and lead in turn

Sales coaching

Best for: sales professionals aiming to hit bigger targets and build lasting client relationships

Sales coaches support performance with practical techniques and confidence-building mindset shifts:

• Building rapport and solid relationships
• Storytelling and consultative selling
• Handling objections and closing deals
• Managing motivation during high-pressure cycles

Executive coaching

Best for: senior executives and C-suite leaders facing complex decision-making and high-impact roles

Executive roles come with high stakes and constant pressure. These positions require focus, strategic thinking, emotional intelligence, and the ability to lead through uncertainty. That’s where executive coaching comes in.

Executive coaches often take a holistic approach—part life coach, part health coach, part business coach. They support leaders in balancing clarity, well-being, and performance, enabling them to show up at their best, even under pressure. Coaching at this level can help with:

• Making high-impact decisions with confidence
• Managing stress and building personal resilience
• Strengthening executive presence and communication
• Aligning leadership style with values and goals
• Sustaining performance over the long term

What does it actually feel like to be coached?

Coaching is personal. It can be bold and confronting—or gentle and empowering. It all depends on your goals, your timing, and the kind of support you respond to best. Let’s start with a high-profile example you might not expect: Tony Robbins coaching President Bill Clinton.

Back in 1993, facing enormous public pressure, President Clinton reached out to Tony Robbins. Robbins didn’t hold back. He famously told Clinton:

"I'd be privileged to serve you—but I want you to know I'm not a fan."—Tony Robbins

That honest, unfiltered coaching relationship pushed the President to confront tough questions and build trust through radical self-reflection. It’s a powerful reminder: sometimes, the growth we need most comes from hearing what we least want to hear.

But not all coaching is about tough love.

Supportive. Practical. Transformational.

Coaching can also feel like having someone in your corner—someone who helps you clear the fog, reconnect with your purpose, and get back in motion. As one Marlee client put it:

“Coaching helped me spot blindspots I didn’t know were holding me back. The journey hasn’t always been smooth, but now I’m in a position to support others—and that’s the most fulfilling part. It’s not just about performance. It’s about becoming who I want to be.”

There’s no one ‘right’ way to be coached. What matters is that it meets you where you are, and moves with you as you grow.

What’s in the future for coaching?

Coaching has always been powerful, but not always accessible. That’s changing.

"The truth is that everybody can benefit from coaching, but until now, only a handful of people could afford it. That's the power of AI coaching: it makes all the benefits of a professional coach available to everyone."—Michelle Duval, CEO and Founder, Marlee

AI coaching isn’t here to replace the human touch. It’s here to scale it. It means support is no longer reserved for executives or high performers. It’s available to your whole team, every day.

The future of coaching is personal, practical, and scalable. And it’s already here.

Ready to explore how coaching could benefit you?

Whether you're leading a team, navigating your next move, or simply want to feel more confident at work, coaching can help you grow with intention. And with Marlee, it’s easier to get started than you might think.

Our coaching programs combine the insight of a great coach with the flexibility of AI. You’ll get personalized guidance tailored to how you work, what motivates you, and where you want to go next.

It all starts with a free motivation assessment—and just a few minutes of your time.