Artificial Intelligence (AI) is everywhere, making our lives easier. Whether it’s through Amazon’s targeted shopping recommendations, Siri’s helpful chat or search features, or ChatGPT’s powerful content creation, artificial intelligence streamlines manual processes and improves the user experience.
But how can artificial intelligence assist associations? We’re here to help you learn how AI can give your organization a competitive edge. Read on for more tips!
What is Artificial Intelligence (AI) for associations?
According to Salesforce, AI learns from your association’s data to empower your decision-making process. AI gains intelligence in two primary ways:
Machine learning. The process AI uses to find correlations between your association’s data and any outcomes you hope to achieve. This form of machine learning works best for structured data.
Deep learning. A learning function that operates like the human brain, AI uses neural networks to predict an outcome based on your organizational data. Unlike machine learning, deep learning excels at finding patterns in unstructured data.
What are the best types of Artificial Intelligence (AI) for associations?
One reason your organization may adopt AI is to make forward-looking statements. Leveraging these forward-looking statements helps address organizational pain points and boost the staff and member experience.
If you choose to embrace AI at your association, it can take on several valuable forms:
1. Yes or no predictions
This type of AI offers a probability outcome that’s perfect for tracking leads and making segmentation lists. Using yes or no predictions can offer valuable insights and even boost ROI. Consider asking questions like, “is a member at risk of not paying membership dues on time?” Or “is this constituent likely to renew their membership?”
2. Numeric predictions
Using numeric predictions can help you answer vital questions like how much money will we make in the quarter? How many members will register for our next event? Or how much inventory are we going to use next month?
3. Recommendations
Recommendations AI are designed to predict a member’s next e-commerce purchase, learning course, or association event based on their previous behavior. These recommendations are personalized and can be used to better engage with members
4. Generative AI
When you consider generative Artificial Intelligence, you might think of ChatGPT. Generative AI is a form of machine learning that can be leveraged to create new content like text, audio, images, videos, simulations, or code.
How are associations using Artificial Intelligence (AI)?
While countless businesses are adopting AI, associations have been slow to embrace this trend. The latest Momentive Software research found that only 18% of associations currently have AI.
As AI evolves and continues offering personalized experiences and automating more tedious tasks, your association staff and members will expect the same from your technology. Here are five ways AI can assist your organization:
1. Enhance the member experience
Consider using chatbots, a simple form of AI to enhance member support. Chatbots can help your organization support and scale member interactions, ultimately improving the customer experience.
For example, you can automate aspects of member service, like answering common questions or renewing a membership, via a chatbot to provide an immediate response. With chatbots intercepting and answering more straightforward questions, your organization can free up staff time. More complex inquiries can be passed to a live agent, who can take more time to assist a member, ensuring a superior experience.
2. Boost non-dues revenue
With recommendations AI, your organization can boost e-commerce through cross-selling opportunities. You can create a modern and effective Amazon-like shopping experience that recommends new purchases based on past behaviors. Recommendations AI can also suggest “what other members like you purchased” to increase non-dues revenues.
Drive revenue to your association by automating abandoned cart emails. These emails remind customers to return to forgotten purchases, increasing the chance that they’ll complete a sale.
3. Improve membership renewal rates
Organizations can also use data about past behaviors to predict if a member is unlikely to renew and then intervene before losing the membership. Your association can increase member retention by identifying individuals likely to lapse. When an at-risk member is discovered, you’ll receive actionable steps to encourage the member to renew.
Using AI predictions can help your association with a myriad of organizational issues. It’s up to your association to prioritize what is most important to you and leverage AI to address the challenges.
4. Increase efficiency
Leverage generative AI to boost the efficiency of your association staff. Your employees can improve productivity with the next generation of AI. Develop a strategic plan that outlines specific use cases to guide how you use generative AI and consider establishing a team to oversee the process. You also might want to provide training so staff can best utilize the technology.
Another way Artificial Intelligence can benefit associations is by improving your search results. Your organization can increase efficiency with AI that allows you to configure searchable objects and increase search accuracy.
5. Boost member engagement
Get strategic with your member data by leveraging AI. With AI, you can better understand your member’s behavior and engagement and gain clearer insight into your membership base. As you have a better understanding of your member’s behavior, you can create a clear strategy to improve membership growth.
How do association professionals and members feel about Artificial Intelligence (AI)?
Momentive Software research found that members are using AI at work at least a few times each month, with 48% reporting that they use AI at least weekly.
But how do members and professionals support their organization using AI? Here’s what the study found:
1. Using AI for the organization to provide support 24/7 was approved by 71% of members and 54% of professionals.
2. Using AI to show organization is innovative and up-to-date on technology trends was approved by 66% of members and 72% of professionals.
3. Using AI to remove time consuming tasks that enable the organization to provide greater member value and support was approved by 60% of members and 61% of professionals.
4. Using AI allows the organization to personalize my member experience over time was approved by 52% of members and 24% of professionals.
Here are the areas in which association members and professionals have concerns about AI and oppose its usage:
1. I have concerns about data privacy if the organization uses AI was stated by 67% of members and 59% of professionals.
2. AI cannot distinguish right from wrong ethically was stated by 66% of members and 60% of professionals.
3. AI chatbots aren’t as helpful as humans was stated by 66% of members and 66% of professionals.
4. Content created by AI can’t compare to content created by humans was stated by 58% of members and 47% of professionals.
Artificial Intelligence for associations frequently asked questions (FAQ)
Do you still have questions about AI? You’re not alone! Here are the top three frequently asked questions (and answers) about Artificial Intelligence:
1. What are four powerful examples of Artificial Intelligence?
Answer: Virtual assistants, personalized content recommendations, fraud detection systems, and navigation apps
2. How is AI being used today?
Answer: Most Americans use AI through smart assistants. More than 120 million US adults report using a smart assistant at least once a month.
3. What is AI in simple words?
Answer: Artificial Intelligence are machines that think like humans. The goal of AI is to recognize data patterns as well as make choices and judgments.
Learn more about Artificial Intelligence (AI) for your association
It’s time for your organization to tap into the power of AI. When you thoughtfully leverage Artificial Intelligence at your association, you’ll see a positive change, allowing you to enhance the staff and member experience.
