Using artificial intelligence-enhanced video feedback for reflective practice in coach development: benefits and potential drawbacks

Sports coaching has used video feedback for decades to improve athlete and coach performance. More recently, artificial intelligence (AI) and machine-learning technologies have enabled analytics alongside visual review to accelerate development further. So too in coaching conversations, software allows the implementation of behavioural analytics, tracking speech patterns, body language and facial expressions to deliver performance data measured against core coaching competencies. In this study, we interviewed 15 coaches who used AI-enhanced video review software in coaching sessions with clients over several weeks and reflected on those sessions using the recordings and AI-generated data. Our aim was to discover the benefits and drawbacks of using such an approach in reflective practice. Clear benefits emerged: insights gained from video and data analysis drove deeper reflection and heightened self-awareness; coaches focused on skills development, made specific changes to their practice, developed over time and gained in confidence. Challenges included coaches’ nervousness around using new technology, viewing and analysing their own performance, and a sense that the software does not understand the subtle nuances and context of conversations. Limitations are discussed as well as the implications for coach training, reflective practice and supervision. We suggest possibilities for further study in this area.