AI Systems in Text-Based Online Counselling: Ethical Considerations Across Three Implementation Approaches

Text-based online counselling scales across geographical and stigma barriers, yet faces practitioner shortages, lacks non-verbal cues and suffers inconsistent quality assurance. Whilst artificial intelligence offers promising solutions, its use in mental health counselling raises distinct ethical challenges. This paper analyses three AI implementation approaches - autonomous counsellor bots, AI training simulators and counsellor-facing augmentation tools. Drawing on professional codes, regulatory frameworks and scholarly literature, we identify four ethical principles - privacy, fairness, autonomy and accountability - and demonstrate their distinct manifestations across implementation approaches. Textual constraints may enable AI integration whilst requiring attention to implementation-specific hazards. This conceptual paper sensitises developers, researchers and practitioners to navigate AI-enhanced counselling ethics whilst preserving human values central to mental health support.