How to choose an executive AI coach: 8 criteria that matter

What does an executive AI coach actually do?

An executive AI coach works with you, live and privately, on how you use AI in your own role. That means the documents you read, the decisions you prepare for and the messages you write.

It is not a course and it is not a software project. You are not there to become a technical person. You are there to become a confident, careful user who stays in charge of the decision.

If you want the day-to-day detail, I describe a typical session in my article on what an AI coach actually does.

What are the eight criteria for choosing one?

Here is the list I would use if I were hiring a coach for myself. You can score each point as yes, partly or no.

• 1. One to one and private. The session is about your work, not a group demo. You should never have to explain your business in front of other people.
• 2. Understands senior roles. The coach has worked inside organisations and knows what decisions, meetings and pressure look like at your level.
• 3. Starts from your real week. You bring your own documents, emails and decisions. A fixed syllabus for everyone is a warning sign.
• 4. Plain language. If the first call is full of jargon, the sessions will be too. You should be able to repeat what you learned to a colleague.
• 5. Honest about limits. A good coach tells you where AI is weak, when to double-check, and what you should never hand over.
• 6. Clear about your information. Ask how they handle anything you share, and how they help you decide what should never go into an AI tool at all.
• 7. Easy to fit in. Online sessions, a time that suits your diary, and a language you are comfortable in.
• 8. No promised results. Nobody can guarantee your outcome, because it depends on your practice and your situation. Trust the coach who says so.

Why does private one-to-one matter for a senior leader?

Your questions are different from those of a team. You may want to prepare a board paper, test an idea before you share it, or work out what to ask your own people about AI.

You also have little patience for slides that cover things you will never use. In a one-to-one session the time goes only to what is useful for you.

Group workshops have their place, especially for teams. I explain the difference in my article on how to choose an AI trainer.

How can you check a coach's background without technical knowledge?

You do not need to judge the technology. You need to judge the person. Ask for specifics you can check on a public profile or in a short conversation.

• What did they do before AI, and for how long? Years inside real organisations matter.
• Where have they taught or spoken, and how often?
• Can they explain one idea in two minutes without jargon?
• Do they ask about your role before they talk about themselves?
• Do they tell you when you do not need coaching yet?

What are the red flags?

A few signs tell me to walk away, whoever the coach is.

• Promised results, such as a guaranteed gain in time or money.
• Pressure to decide quickly, or a package pushed on the first call.
• A long list of tools instead of questions about your work.
• No clear answer on how your information is handled.
• A syllabus that is the same for every executive.
• Jargon you cannot repeat.

What should you ask on the first call?

Use the free first call to test the coach, not to be sold to. These six questions give you a clear picture in fifteen minutes.

• What would we work on in the first session, given my role?
• How do you teach someone who is not technical?
• How do you handle what I share with you, and what do you advise I keep out of AI tools?
• How would I know the coaching is working, and what do you not promise?
• What happens between sessions?
• When would you tell me I do not need coaching?

How do I work with senior leaders?

I am Mounaim Lamouni, an AI coach and trainer based in Dubai. Before AI, I spent 15+ years in HR, talent and organizational development at ALDAR, DHL and TCS. I have delivered 400+ talks, hosted 30+ events as MC and logged 1,000+ training hours. I teach in English and Arabic.

My private coaching for CEOs, founders and senior leaders is live, one to one, online by video call. We start from your real week, and you do not need a technical background.

The first step is a free 15-minute call. You tell me about your role. I tell you honestly whether coaching is a good fit now or whether a simpler step would serve you better.