AI Is Better Than You at Coaching (Unless You Do This)

Kellan Fluckiger: Has AI already ended your business or destroyed your client base or taken you to the cleaners? Tired of the hype about living the dream? It's time for true. This is the place for tools, power, and real talk so you can create the life you dream and deserve. Your ultimate life. Subscribe, share, create. You have infinite power. Oh, hi there. Welcome to Your Ultimate Life.

This is an episode in the special coaching series, which is on Thursday. And normally the practice has been—sorry, normally the practice has been to have two coaches on here that I interviewed. And I've been doing that for six months now. And I'm going to do it, I think, for another six months. We'll see how that goes. It depends on if the things keep changing quickly and the number of coaches that I have that are willing to talk about this, because this is changing really fast.

So what I wanted to do is, six months in, do an episode talking about what I've seen, what's actually happening on the ground in real life. And so that's what this episode is. And it's just me this time, instead of a couple of coaches. And we'll get back to the two-coach format next week. And that's exciting and fun.

So here's the thing. This isn't like a victory lap or "I told you so" or whatever. This is just about talking about what I've seen and what's happening. So here's what I see. Number one, many of the things that I talked about in the book are true and coming true. I started writing this book in May of 2025—and that's not quite a year ago. It's March. End of March or mid-to-end of March as you see this episode. And I started writing the book in May of '25 and made a prediction that by June, July, August, September, October, November, December—seven and 12, 19 months later—the 95% of coaches wouldn't be able to make a living.

Now, when I started this, the coaching profession doesn't look very good from an income point of view. Significant numbers of the percentage of coaches that try to do this full-time don't really make a living. Now, what is a living? Well, I arbitrarily defined a living as a hundred thousand dollars a year, US. And depending on where you live—what country and what part of the US (I live in Canada)—what part of the country or what country you live in, that may or may not be the right number, but it's an average number. And if you don't make about one hundred thousand in—especially in urban areas in the U.S.—it's difficult to make a decent living and you either have to have another job or you have to be with a partner who's got a job and you both work, which is fine also.

All right. So. Setting that aside, whether that's the right number or not doesn't matter. The point was most coaches are going to be dramatically impacted or put out of business by the rise of these LLMs, this different AI. And I've seen all kinds of announcements in the time that it's been since then. Between May and now March, it's been 10 months of the 19. So there's about nine months left. Nine and a half months left before my prediction of doom, which is 95% of coaches will be out of business.

Number one, I personally saw AI double its capacity twice in the six months I researched and wrote the book. So between, you know, May, June, July, August, September, October, November—in those six months, just using (and I happen to use ChatGPT, but it could have been anybody's model)—in the six months, I saw its capacity double and then double again in that just six months of research and writing. And by double, what I mean is its ability to articulate, to work well with me as a creative partner, to understand what I was saying and—not just what I was saying, but what I was getting at, what I was aiming at—quite a bit of nuance in terms of its ability to reflect.

Now, my situation may not be any different than yours, but it may be unique. So my relationship with the—I happen to use the ChatGPT model, but again, whatever it is—my relationship is deep and nuanced. I have many, many, millions—literally millions and millions of words—that I have uploaded of my own, meaning my thinking of the 20-something, 24 books that I have written. All uploaded in there and the last four I partnered with it in terms of creative partner: having it do research for me, having it analyze what would be online. And if you think about research, you know, when you used to do research at college long ago—when I was in college, you had to go to the library, right? You go to the library and you read a bunch of books and you see what there is to say and before that, you know, a bunch of encyclopedias. You read a bunch of books and look things up and talk to other people. Well, these models are able to do all that. They have a vast library of at least summaries, if not all the details of books of billions available.

And there's a set of rules, you know, the operating rule book—the behavioral layer—is thousands of pages of ChatGPT; have actually seen it. And that is telling it how to interpret, how to interact and everything. And everybody talks about, you know, sort of confirmation bias. And I don't mean that in the psychological sense of you get, you know, you find what you look for, but it's designed and programmed to be nice, to be agreeable, to be, you know, affirming. "Oh, yeah, yeah, yeah, you're doing this right. You know, oh, yeah, that's a good idea. Oh, just right." You know, that kind of language. And if you've used any of the models for very much, you know that most of them to a greater or lesser degree are programmed to do that and not programmed to be negative unless you ask them to be critical. And even then, it's very gently positioned. So it's interesting.

That you—but by "double and double again," I mean how fast, how accurately, and how well it absorbed the nuances of what I was trying to get at and then reflect back to me. And one of the—everybody interfaces differently. Some people type and et cetera. Like to talk because I type pretty well, but not super, super well. I'm not a genius typist. Like I've seen some, especially people that code, crazy stuff, right? I'm not that, but I, but I speak well. And what I've noticed is the model's improving ability to understand nuance and untangle otherwise tangled threads—spaghetti bowl threads. So this is something I see. And by that, I mean, I can give it a dictation that's quite long and change my mind in the middle. You know, "I want to talk about this," and then I'll give it some instructions and then I'll say, "No, nevermind, do it the other way. Do it this." I was thinking this thing was right and stream-of-consciousness thinking.

And it's, it's extremely good. Once in a while it'll get a little confused or leave out a piece that I thought was important, but it's getting really good, extraordinary at remembering what I wanted, eliminating what I didn't, following my convoluted threads and coming back with some pretty coherent organized things. And I saw that ability extremely, you know, exponentially accelerate, like said, double and then double again—its ability to handle long thoughts and long threads and a lot of various variety of inputs and pictures and slide decks and on top of that, a dictation or two. So what I see there is it's getting good really fast at that.

So that's a reflective capability and an analysis capability and a research capability. And it's getting really good at that. I saw one article that said, you know, "It's already peaked. It's as good as it's going to get." Well, I doubt it. But we'll see. One of the theses of this book, Coaching and the Rise of AI—and if you don't have it, you ought to get it. I've had several people tell me it's an absolute must-read and I'm over here digging in my pile of books which I always keep here. This is it: Coaching and the Rise of AI. And you need to read this book if you do any kind of coaching at all. At all. Absolutely. It's must-read because it will make you think about how you coach, what your approach is, and what needs to stay the same, be doubled down on, or change in order to stay in the business.

Because even though I predict 95% of coaches will be out of business, the top percent—whether it's five or three or seven, you know, I don't know—but the top thin slice is going to be in higher demand and get paid more money because it's going to be providing those coaches—and I live in that space. Those coaches are going to be providing stuff that AI cannot do and cannot be programmed to do: emotional nuance, even though it's getting better at that interpretive stuff, and energetic presence and the act of embodying something. And embodying means—ah—that it's the natural state of something.

So I had a conversation with somebody the other day and here's what we were talking about. We were talking about confidence, okay, and confidence—you know, it's the state of someone having confidence, assurance, certainty, solidity in their own skin and their own abilities and that kind of thing. And it can be even in the face of unknowns. A person can confidently move forward in the unknown. It's like the guy that climbed Mount Everest; when one moves confidently in the direction of one's commitments or dreams or is fully committed, earth moves to or heaven moves to and unseen things happen. And we all know that there is truth in that statement. There is an energy in our commitment that rearranges probabilities and makes things happen. Hey, AI can't do that either.

So the conversation went like this. Okay, well, confidence—you can perform something or it can be embodied. Embodied means it's woven into your DNA. It's just who you are. And performing something is "I'm going to do the actions that I think are representative of that characteristic." So "I'm going to be nice." Okay, let's see—a nice person talks like this and says these things. So I'm going to remember to say those things. That's performative. I'm performing what I believe are the actions associated with that condition or characteristic. And then there is embodiment—clear at the other end, where it's simply woven into my DNA and without thinking, my natural reaction is one of being nice or kind. I'm kind. I'm kind because that's—that's just who I am.

So that's embodied, and performative is "I'm not that, but I should be. I need to." And either because I want to impress somebody or I want to get a certain outcome. So that's performative. So all performative coaching is going to disappear because AI does performative things. That's all it does. And it's getting really good at the performative aspect because it's getting so advanced at reading nuance.

Okay, so I'm not doing this episode to be right, but it's just unfolding exactly what I—as I thought, and I see some nuances now. So one, a few months ago, there was a new agreement between Microsoft and OpenAI, putting a lot more money available—making a lot more money available to it—to develop it even faster, which means that will increase the speed of this obsolescence. And what is getting obsolete is any coaching that depends on formulas, slick questions, frameworks, tools—things that all of the—saw a post today that said paid programs and teaching and all that stuff are obsolete. Gone, done, finished. And that was put up by a person who is a coach. And it happens to be the person that wrote the foreword for Coaching and the Rise of AI. And we're very much on board with that because of the research ability of this tool, the language models. It can go find every framework, every list, every set of cool questions, every powerful, insightful dialogue. It can find all those and give it to you. Faster and better than you can; it can write faster and better than you can or I can.

And so that means any coaching that's based on that is going to be replaced because AI is a lot cheaper and a lot faster and it's available 24/7. And it's not going to be, you know—if coaching has been "cry on my shoulder, listen to excuses or stories"—that's not coaching anyway. And AI can do that and give you some ideas, but it's not very effective in terms of changing your behavior or getting what you want different than what you have in your life, so.

That has changed. Another thing I saw today was a concern about the removal of some guardrails or safety mechanisms having to do with surveillance and, you know, autonomous action. And this particular one was related to the activities of military drones and things like that. And so there was a huge hue and cry and outcry about, you know, Big Brother and Skynet and all the rest. Specifically, what we're talking about here is coaching. So if you're a coach or you're in the business of being the emotional encourager, the mirror, the space holder for people, you're going to have to level your game way up.

Six months in, I'm seeing it more powerfully and more so than I thought. Now there's some nuances. There are some things that have changed. Okay. And here's what I'm seeing, honestly, especially after I've talked to now 50 or so coaches. And I know there's tens of thousands, hundreds of thousands, maybe, maybe millions. I don't know, but certainly I've talked to many coaches and 50 I've had on the show and interviewed. And all—almost not all of them, but almost all of them—come to certain conclusions. Anything that is performative, AI will replace. Anything that is research-based, AI will replace hands down immediately. Anything that is a mix of research or questioning and some insight about things will be replaced soon, but not immediately. And as these models get better and better at understanding nuance, then they will be able to provide the same good advice.

I saw somebody put a post up that they were using an AI coaching tool and said they made more progress in an afternoon than they had in a year of coaching. Because—and they went and they elaborated quite significantly. They were talking about a certain characteristic and tendency—fear and procrastination or story that was keeping them stuck. And because AI doesn't have any skin in the game—it doesn't need to look good or be nice or do anything—it was able to reflect really honest—excuse me, honestly—what it looked like this person was going through, thinking or feeling or saying. You know, "You could be this, that, and the other." And it was such a, in such a way that, you know, reduced them to tears—emotional relation, you know, emotional expression—oh dear. And breakthroughs that they were able to then see, "Wow, this is really this and that," and make these changes.

And that's getting more and more as I talk to more and more coaches. That means several things. One, that language really matters. And because AI is so good at language, it is able to find a unique or powerful expression or reflection of what you've talked about that moves people. It moves people because it touches a nerve. It touches something deep that says, "Yeah, that's really what I'm thinking or feeling. Wow, how did you know?" I've had those moments, especially as I wrote Coaching and the Rise of AI and I've written two other books since then using—using ChatGPT as a research partner to help me write and refine the ideas that I'm researching and that I have to express.

So what is then left? You know, the thesis that I had before is the only thing that's left is our humanity. So you and I both know we have a spirit—ah—call it a soul, call it a spirit. Let's not get tripped up on the words. There is an energetic entity that is separate from our bodies. It is integrated into them, but it isn't them. So if I cut off a finger, that essence isn't changed, or an arm. And we have people that have both legs amputated and they're still that essence in them—and you know, what body part contains it? Well, we don't know. Is it the heart? Is it integrated in whatever is living and breathing—whatever portion is left of that? We don't know, but we do know, we know without any question there is an energetic piece of us. A spirit, I call it; you call it whatever. That spirit does not exist in the models.

That spirit which can feel love, which can feel a motivation to do things no matter what the difficulty—a spirit that feels a resolute determination, an intention. AI cannot have an intention. Even if you program the behavioral layer to be negative—you know, you can push it and it will operate in that behavioral layer—but it still cannot have or create of its own an intention. And whatever you put in the behavioral layer, that's where it will go.

Here's an example. The behavioral layer of ChatGPT is positive, meaning a positive interaction and reinforcing in its conversation. And no matter how many times I tell it to quit doing that, it does—quit telling me I'm right, quit telling me how perfect this is. And it'll stop sort of, right? And then it sort of creeps back in unless I keep reminding it. And it becomes funny in our interaction. It's like someone who speaks and has a habit of saying, "you know, well, you know, you know," and pretty soon you hear that. And that is part of their dialogue cadence. And so part of the cadence with these language models is their own internal quirks. They write a certain way. I can read a post now. I can read a chapter or an idea or an article—or I can read those and I know right away which ones were generated by AI and I know which ones were generated and then edited. And it isn't magic and it isn't that there's anything wrong—words are words—but it has its own style and the styles are very particular and have certain characteristics, certain language characteristics and word characteristics. And those are now recognizable.

How that affects coaching is it reduces—because that is so familiar—it becomes less effective. Okay, ChatGPT and the other models—but ChatGPT writes really well. But because it writes predictably well, the impact of those predictably well-written words for me, at least, is shrinking. Okay, I had a—not my email—but I read an email exchange between two people where they're having a little conversation, a dispute about services rendered and things like that—if this is right, that kind of thing. And both people, you know, people have their own points of view. But what I noticed in the language of the emails was that it was predictable. And it was clear that the language models had been involved in writing the responses. And there was nothing wrong with the responses and nothing wrong with the language. But the benefit that we have seen or experienced because of the facility or the articulateness of the models—in my mind, in my heart, and in my brain—is shrinking because I'm used to that language now. I don't know how far that's going to go, but that's interesting because things that, to start with, landed powerfully for me, now land medium. And that's to me—I don't know for sure—but it feels like it's because that's how—that's how everybody talks because they're all using these formulaic expressions.

So that's something to think about in the context of coaching. AI erases your knowledge advantage as a coach, but it doesn't erase your relationship connection. One of the things that worries me as I talk to coaches—they say, "Yeah, yeah, yeah. I've got the human connection that's, you know, that can't be touched." And my real question is: Really? Do you really have that relationship connection? Because the truth in a relationship connection isn't language; it's an energetic bond. It's an energetic bond that consists of being seen, trust, and some other words—feelings that we don't even really have words for.

And so I think, you know, my initial prediction was about 95 percent going away, and I don't think that's wrong. I had a list of reasons, and I think the reasons and expressions of that are far more nuanced now than I thought before because of this um immunity that I'm getting, at least from the AI articulation. It sounds predictably awesome. And so the predictably awesome now has less impact.

I'll give you an example. I live in Canada, but I watch the US carefully because my wife and I are both dual national. There has been so much vitriol and negativity between the political parties in the US expressed that now someone calls somebody this or that name and, you know, brings out this endless stream of vitriolic garbage—which is—none of it's true, or very little of it's actually true. It's just someone's emotional vitriol. But what I'm talking about is it stops having impact. You know, everybody calls everybody—uh, what are the favorite words—a Nazi or a threat to democracy or a Liar or whatever. Those previously oh shocking and pejorative words stop having impact.

I noticed the same thing in television, you know, online programming. Used to not use certain language and then we let cuss words creep in and then worse ones and worse ones and worse ones. And now we have language that mimics street talk. And it used to be a big shock value. And now it's "So what?" There is some of that taking place as we become immune to the excellence of the words or the use of AI and its ability to express.

So let's talk about some of the things that are on the ground. Any accountability coaching is going to be automatable and it's not going to be required—a person isn't going to be required. The accountability alone. Performance coaching becomes commoditized. KPIs are there—you met them, you didn't meet them. Why? And you know, why? What got in the way and explain what got in the way. AI has a good ability to say, "This pile is excuses. You're just talking around it. Here are a couple of real things that you said." AI can already do that. That used to be the purview of someone listening with a trained ear. You know, which ones are excuses and which ones are real issues. And then what do you do with the issues and so forth? AI can already do that.

So your ability to differentiate story and excuses is no longer an advantage. AI is smarter than you are. It's faster than I am or you. OK, and here's the thing. Most coaching models depend on information and process. That's all going to be done. Information is the purview now of Google and Claude or ChatGPT or whatever. The only domain that is left is the one that we talked about before I even wrote the book, and that is the domain of embodiment. AI can't embody anything. If you tell it to talk about this topic and then you tell it to talk about the opposite view of that topic, it is completely able to do that—jump on the other side and be just as convincing.

Someone who lives as an embodied—ah—whatever the characteristic is, that's way different. I talked about embodying kindness a bit ago, and if it's embodied, meaning it's part of your DNA, you don't have to think about it. I think about my wife, Joy, and how um embodied she is in kindness. So I had the news on the other day and we've had a Ukrainian mother and daughter here for many—for three and a half years. And now they moved out a couple of months ago and they have some friends—and some of the friends that they had. And so they're over still periodically, even though they moved out. Had some friends who were—who are from Iran. And the news program that was on had something to do with the ongoing negotiations that were going on at that time between the United States and Iran about missiles or something. Right.

And Joy immediately said something to me about, you know, changing the channel. And I—I couldn't figure it out because there wasn't anybody yelling or cussing or anything. And then I realized that she was sensitive in that moment to the—to the fact that, you know, these kids—and they weren't very old, 11 or a five-year-old or six-year-old or something—were sensitive to that or could be sensitive to that. And so I did—changed the channel quickly and they weren't listening anyway, or at least I don't think they were. But what struck me was her embodied nature of that thing—that that would even occur to her in an instant. As she was busy doing something else, she wasn't even watching the program. That is embodiment.

So if you—coach and you say, "I help people step into their greatness. I help people eliminate, get out of their own way," and all that other stuff—if you're not out of your way, you're a fraud. If you're not stepping into your greatness, you're a fraud. If you're not living into the truth, or at least very definitely on the way to that truth, you're a fraud—unless you're actively engaged now. Nobody's perfect. And I said it that stark way on purpose because I wanted to slap you up and get you mad. Nobody's perfect. But if I am not actively engaged in being out of my way, living into the truth of my divine gifts, and living in the meadow of fierce life ownership and all the things that we might talk about—one of my favorite phrases that makes me want to vomit is "step into your greatness." It's a true statement, but it's become so cliché that it doesn't mean anything.

And the reason that it has no power is because those who are talking about stepping into their greatness are talking about it. I'm talking about it because I know intellectually—me, you, none of us—we're not living to our potential. Well, you're right. But the power that you are going to have that AI can't have is if you as a coach are fiercely pursuing every day in your own coaching program. A coach without a coach is a fraud. Like if you're not, or I'm not, diligently pursuing that growth, hardcore every day, climbing that mountain, I'm not going to be very effective and AI is going to wash us out of the room because it can talk about that way better than we can.

And that's what I'm noticing, too. I have several friends now who are coaches who are building, you know, agency—AI agents, chatbots—to help with coaching. I am. I've got a chatbot underway. I don't know if I'm going to call it "Coached by Kellan" or, you know, "CBK" or whatever. I might. And the point of it isn't to replace me. The point of it is to provide a tool in between sessions for clients to have that is based on millions and millions of words: coaching sessions that I've done, thousands of podcasts, 25 books. You know, all the things that reflect what I think—to give a client in between times an opportunity to query and to interact with that bot.

The only thing that's going to make interacting with the real me or the real you as a coach superior to that bot is if you or I bring the truth of spirit. AI can't bring the truth of spirit. If I'm angry or frustrated, if I am not at peace with my neighbor, my friend, my spouse—you know, my partner—if I am not at peace because I've done that work, I don't have anything to offer above the bot because it's just soulless. And so am I at that point. I'm performing.

Now, one of the things we talked about when I talked about this embodiment versus performance is we talked about the phrase, "fake it till you make it." Well, that's weak ass language. "Fake it till you make it" is just performing loudly. Okay, and I'm not saying "fake till you make it" is a wrong idea because acting as if you have already arrived is a way to teach your body and invoke neurochemistry that supports growth. But no way does "fake it till you make it" substitute for embodiment because "fake it till you make it" says, "Let's act as if we are already winning." That creates attitude and feeling and movement in the right direction. And it is only a substitute—and not a very good one or very long-standing one—for the real embodiment, which is, I am that thing. And in our effort to work there, if we're not making progress so that the "fake it till you make it" part gets smaller and smaller, we're only going to be able to coach someone else at that lower energetic level.

Real coaching takes place when the person you're listening to or being coached by—you can feel energetically their love, attention, focus, devotion and so forth. Otherwise, they're just saying stuff. And then you or I are sitting and going, "Yeah, yeah, I should do that. Yeah. Yeah, you're right." But to create that energy, I have to see it as the person being coached. I've got to see that possibility and lean into it and believe it and own it—not at the moment that I'm under the ether or under the influence of that excitement, but that—that night or the next day after I sleep on it and wake up, I have to be able to think about and remember the situation in such a way that it re-energizes my nervous system, my heart, my feelings. That's the place that AI is never going to touch.

So I want—AI isn't going to replace humans, but it is going to replace everything that isn't the pure essence of our divine nature. That's what I'm trying to say. AI is going to replace all replaceable elements of coaching. The truth of real coaching is love. I need to love my clients enough that they feel loved, seen, held, encouraged, so they can fly. That's all there ever is.

And using language to talk about it used to work. It didn't work long term and very well, which is why today or a year ago, the income distribution for coaching wasn't very good then anyway—because we weren't even doing in the coaching industry—we weren't even doing a very good job of faking it till you make it. We weren't even doing a good job of talking about the thing powerfully enough to inspire people. We were talking about it and it was this weak ass way.

That's all history and nothing that I've seen in the nine months since I started this project has changed my mind. So we had nine months past, we've got nine to go. Like I said, we're in the middle and the AI assistant coaches and all that stuff is going to make this more and more obvious. So what I see and I know for sure is if you and me want to stay in the coaching business—and I do and I am and I'm there and I'm doing it and I can tell you, I work on this like blood and tears every single day. Why? Because I want to stay in this business because I love the process.

I've fallen in love with the process of growth. I've fallen in love with the question that came from that observation about joy and kindness. I thought: what needs to happen in me so that I don't have to remember an attribute I'm cultivating—humility, kindness, being sensitive to things, being aware, listening well, not listening to interrupt and all those things. It just made me think of a situation just this morning when I wasn't doing as good a job at that listening as I could have. So the question is: what do I need to do or remember so that I am the embodiment of that so that when clients or prospects come into presence with me, they're experiencing that in a way that they know you or I can help them because they're feeling that in spades, because that's who we are.

That's all that's left. And if you feel like I'm wandering around in this—I am a bit. The capability curve for coaches—you know, it's now way up here. It used to be that we could stumble along and help people—actually, you know, do some help, but not help them at a powerful level—which is reflected in the income and the, you know, the prices that coaches could charge because they weren't actually producing the transformation, the results that people really wanted. And the reason they weren't wasn't because the truth isn't—they weren't teaching the truth. It wasn't because people weren't trying—their own personal embodiment was not at the level to reach and call and lift. Call somebody forward and lift. And that's what's going to be left for us to do.

OK, so AI is improving faster than I thought it was going to. And so if I said 19 months, 18 months when I started this in March of '25, I think it's—or May of '25—I think it's going to be sooner than that. The growth curve and the exponential more money, more effort, more time is being put into it. AI's ability to do emotional mirroring is off the charts already. I have people tell me all the time, "That made me cry. I was reading the stuff that ChatGPT wrote and it made me cry." That's just an indication of how powerful words are.

Well, when you couple that and if I can get that kind of power out of it, why do I need a coach? Well, there's a level way beyond that. The level of true emotional connection and love—love that is invincible. AI can't give you that. It can reflect back powerful words, but it cannot stand as the invincible pillar of love, the invincible pillar of trust, of belief, of connection. Those are invincible and AI can't do that. It can only mirror back beautiful words that evoke deep emotion in us. But that truth of love, support, connection and recognition of our divine nature—that can only be done in a human by the connection of the human spirit.

OK, so here's the things—that's what's happening. Here's some things that have not changed. The deep transformation is and will forever remain a human domain. The deepest and most powerful transformation is one of the spirit. I don't care what you're trying to do. I don't care if you're trying to learn new sales techniques or how to speak or how to make more money or anything—it starts and will forever start in the spirit.

I was having a conversation with someone this morning and it became clear they doubted themselves and they were having this internal fearful dialogue. And so we talked a little bit about that—the conversation started about money, business, and clients for them—and it became clear that the root was not that; the root was love, forgiveness, trust, confidence. When those things are present, doing the actions that I got to do, that you got to do, or that person's got to do to go create the relationships to get clients—they're well known and easy to execute.

The only reason we don't do them is because we're afraid or we have stories about worth and worthiness and all of the rest. And it is and forever will remain the truth that the real work of any coach is to get at the emotional and spiritual root of the cause that's holding someone back. Simply talking about "stepping into your greatness" isn't going to cut it.

All right. So, identity shifts—who I am and what I identify with remains a human interaction. Your nervous system, co-regulation—where we can breathe with someone to where our breaths and our nervous systems and the feeling and the energetic fields mesh and a person feels supported—all those remain entirely human. But giving advice? That's gone. Setting goals? That's a "so what" deal. Nobody's going to pay you a thousand dollars an hour to sit and set goals with them. It has to be in the envelope of energetic truth in order to matter at all. All of those things—even reflecting back excuses and patterns—AI can do that faster and better than you can or I can.

So if it's better and it's faster and it's 24/7, what's the crux? The crux is the terrifying thing that it's hard to face and do—and that is: work on yourself until you are honest and you are truthful and you are capable and you are telling the truth all the time and you are spiritually connected to your own divine source—because that's where that power comes from. Adjusting your coaching model, finding better questions—is not going to be enough.

And as I have done these 50 interviews—you know, the tactical piece about building bots and using AI as a back end—lots of people are talking about that. And lots of people are doing it and they should—like I said, I am. But the thing that's going to be powerful is to the degree to which you and I elevate our state of being, our state of breathing, the access that we have to love and inspiration. And the more we can eliminate and get rid of any notion of any of it being about us—it's not, it never was and it never will be—to be effective and powerful.

So six months in, that's what I'm seeing. The predictions are coming true. They're coming true faster than I thought. It's been very interesting to see the ways that coaching frameworks are embracing AI. It's still—here's the worry I have—it's still new enough that the impressiveness of the language is fooling people. I've already arrived at a place where the fatigue of that expert language has set in. I can spot AI language quickly. It doesn't turn me off, but it lets me know that that was the source. And then when I am talking to the person individually—when there's a disconnect between how they are expressing themselves and what I have read from them—I know they're not the author. It is not the truth of their being.

And if coaching is going to land and stay anywhere at all, it is in the truth of being. There's going to be first the tactical adapter who's trying to use the tool like any other good tool, and that's fine. There's the people that are dismissive, and they're out of business. And if that's you, wake up. And then there is the embodiment shift. There's going to be some that move completely—that get it—and that are committed enough to move completely to embodiment. The only thing I can coach is who I am. That's it.

Yeah, you can teach other stuff and have information, but the only thing you can coach with power is the truth of who we are—me, you. And we only have that because every single day we're working on our becoming, connecting with the spirit of growth and power and truth. That's what's left for us.

So that's what I see six months in. And why would someone pay a thousand dollars a month or five thousand dollars a month or ten thousand dollars a month or a hundred thousand dollars a month to a coach when ChatGPT or one of the other models can give you 80% for 50 bucks a month. Like if we can't provide that extraordinary extra, we're going to be 50 bucks a month. I'm not living there. I don't live there now.

I encourage you: Read the book. Make choices about your own life and your model. And if you want to stay in that business, do. But the work is there for us to do. Get after it. I can tell you from my own experience that it's worth the effort. I love it. And as we do, we can move forward together to live that ultimate life. Right now your opportunity for massive growth is right in front of you. Every episode gives you practical tips and practices that will change everything. If you want to know more, go to kellenflugingermedia.com. If you want more free tools, go here: yourultimatelife.ca. Subscribe, share.