Coaching Internal AI Champions: Why They Need More Than Tools
Key Takeaways
- Internal AI champions play a vital role in helping teams explore and adopt new ways of working.
- But being a champion can be isolating, especially when everyone assumes you have the answers.
- Coaching provides a safe space for champions to reflect, navigate ambiguity, and build influence without needing to be “the expert.”
- Support isn’t just about skills — it’s about confidence, connection, and clarity.
- If you want adoption to spread, invest in the people carrying the message.
Who Are Your Internal AI Champions?
They’re usually the ones who lean in during early workshops. The ones who say:
“I gave it a go over the weekend and it worked!”
“Could we try this in our team?”
“I showed it to a colleague and they loved it.”
We’ve written before about what makes a great AI champion. They’re not always the most senior. They’re not always in tech.
But they’re often the spark that moves an organisation from talk to action.
Why Champions Need Coaching, Not Just Tools
Once a champion is identified, the temptation is to give them some training, access to AI tools and maybe a toolkit — and ask them to go forth and share what they know.
But here’s the thing:
They’re still figuring it out, too.
They often feel:
- Uncertain — “Am I doing this right?”
- Exposed — “Will people think I’m the expert now?”
- Stuck — “This would work, but we’d need buy-in from above.”
- Frustrated — “There’s interest, but no one is making space for it.”
Coaching gives them a space to say these things out loud — and work through them.
What Does Coaching Actually Offer?
It’s not about training. It’s about thinking.
A well-timed coaching conversation can help a champion:
- Reflect on what’s working (and what isn’t)
- Reframe challenges in a more constructive way
- Make sense of internal dynamics or politics
- Prepare for conversations with leaders or sceptics
- Stay connected to their own curiosity and motivation
And sometimes, it’s just a space to say:
“This is harder than I thought — and I’m not sure what to do next.”
That’s where confidence grows.
When Everyone’s Figuring It Out, Champions Feel the Pressure
One of the most common patterns we see?
Champions are excited at first — but after a while, they start to doubt themselves.
Why? Because as interest in AI grows, so do the questions… and expectations.
People start turning to the champion for answers. For reassurance. For direction.
And the champion’s internal voice often says:
“I was just experimenting. I don’t really know.”
Without support, that doubt can quietly shut things down.
Champions Don’t Need More Content — They Need Coaching
Of course they’ll benefit from shared resources, toolkits, or prompt guides.
But if you want them to grow as confident, influential enablers of change?
What they really need is:
- Space to reflect
- Somewhere to bring questions
- Encouragement to be curious, not certain
- A place to test ideas without the pressure to perform
That’s what coaching offers.
Why This Matters for the Whole Organisation
Supporting your champions isn’t just about them. It’s about momentum.
Because champions who feel:
- Heard → are more resilient
- Equipped → are more influential
- Supported → are more consistent
- Connected → are more likely to stay engaged
And champions who keep going help others keep going, too.
Let’s Explore AI Together
In our Explore AI Together programme, we coach internal champions through the messy middle — not just with tools, but with time to think.
We create space for reflection, support decision-making, and help build confidence in the face of uncertainty.
If you’re developing champions inside your organisation, let’s talk about how to support them in a way that lasts.