The Digital and AI Coaches’ Academy: Foundation certificate

Course Overview

Foundation certificate

Artificial intelligence is reshaping the professional landscape faster than most coaches can track. Navigating it calls for clarity, critical thinking and a grounded sense of our own practice.

This five-session foundation programme gives you exactly that. Designed specifically for professional coaches, it builds genuine AI literacy from the ground up: what AI actually is, how it works, where it falls short, and what it means for the future of coaching. You’ll leave with a clear, confident personal stance on AI, informed by evidence, shaped by ethics, and grounded in your own professional identity.

1. Format: 5 × 2-hour live sessions
2. Outputs: Increased awareness of AI capabilities and ethics, and personal CPD plan
3. Requirements: No tech background needed
4. Pathway: Standalone or leads to more advanced options

What we’ll explore across five live sessions

1. The AI landscape: what we actually need to know
2. AI and the coaching relationship – threat, tool or transformation?
3. Ethics, data and the responsible coach
4. Critical thinking in a world of synthetic content
5. Your AI coaching identity

Designed for informed and critical coaching practitioners, every session balances conceptual depth with practical application, reflection and peer dialogue. Ethics and the fundamentals of coaching practice are woven throughout, with content grounded in real coaching contexts.

Created by Sam Isaacson and Jonathan Passmore.

Ideal for coaches new to AI, or those seeking a rigorous, ethically grounded foundation before going deeper. Fully standalone, or the first step towards the practitioner and senior practitioner certificates.