Why do I need a human coach if I can just get guidance from "AI"?
Tools like LLMs can be useful.
They can help you think through ideas, generate options, create templates, and clarify concepts. Used well, they can be a powerful aid.
But coaching is not just answering prompts.
A coach asks questions you are not asking. A coach notices patterns you may not see. A coach can bring attention to what you are avoiding, rationalizing, overcomplicating, or overlooking.
A coach is also engaged with your situation over time: what you said last week, what changed this week, what keeps recurring, what you are actually doing, and where the friction is.
Most people's challenges are not solved by better information alone. They are solved through better engagement, better feedback, better accountability, and better follow-through in the context of a real life.
That is where coaching adds value.