As artificial intelligence (AI) becomes more prevalent, it is transforming how we work and how we manage our associations. 

By automating repetitive tasks, AI frees staff to focus on strategic, higher-value work, which enables the organization to accomplish more with the same resources. It can also spark innovation, speed decision-making and enhance member services.

In addition, associations that start integrating AI now, even in small ways, will gain a decisive edge over those that wait. The small gains they see now will compound as staff members become more familiar with AI capabilities and find new ways to use the technology.

The benefits association leaders see now will only increase over time, especially as they adopt new AI tools.

[Related: AI Without Leadership is Just Hype — Why Vision Matters More Than Tech]

Where Should My Association Begin?

With all the promise of new technology, it’s easy to get caught up in the excitement of a flashy AI tool and then try to force it into your operations. Best practice, however, flips that approach. 

Start with a clear use case and then identify the AI solutions that can help you meet your goals. The most promising places to start are tasks that involve repetitive, time-consuming work — perfect candidates for automation.

Many associations start by adopting a generative AI tool like ChatGPT, Claude or GitHub Copilot. These tools use a large language model (LLM) to understand, generate and manipulate human language to write content, translate text and answer questions, among other tasks.

They’re easy to use but still require new security and governance measures to be effective in a business environment. As entry-level AI tools, however, they can be a powerful way to overcome staff resistance and encourage adoption.

Once you know where AI can give you quick wins, it’s time to lift your gaze to the bigger picture. The AI landscape is evolving at lightning speed, and understanding the latest trends will help you choose tools that won’t just solve today’s problems but also position your association to lead in the future. 

Let’s look at where AI is headed and what that means for you.

[Related: Launch Smart — A Practical Guide to Starting AI Projects in Associations]

Current Trends in Artificial Intelligence

We’ve already seen how generative AI can create content, but the latest tools go far beyond that by tackling bigger, more complex tasks, sometimes with little to no continuing human touch at all.

Ambient AI

Ambient AI works quietly in the background without constant input from the user. It understands and responds to the surrounding context and uses data from available sources like cameras, sensors and user behavior. It acts without direct input from the user. 

For example, it can learn your daily routine and adjust your home’s temperature and lighting when you leave and return home.

Here are other uses of ambient AI:

• AI medical scribing systems that listen to patient-doctor conversations, transcribe them and generate clinical notes which relieves a documentation burden for doctors.
• Ambient assisted living systems help the elderly or people with disabilities maintain independence with fall detection, medication reminders and cognitive support.

Agentic AI

Agentic AI derives its name from an adjective that means having the qualities of an agent. 

Agentic AI systems, therefore, can independently initiate and complete tasks, acting as an agent. Rather than simply responding to something, these systems can act, with little or no human interaction. They are goal oriented and are designed to achieve specific objectives. 

Here are some examples of how agentic AI is used:

• Self-driving cars. These cars perceive the environment through sensors. They plan routes and control the vehicle’s movement. They respond to traffic and changing road conditions as needed. 
• Autonomous customer service agents handle customer inquiries, resolve issues and provide support through chatbots and virtual assistants.
• Cybersecurity can use agentic AI to monitor networks, detect threats and automatically respond to potential breaches.

Embedded AI

Embedded AI is integrated into hardware devices so they can process data, make decisions and recognize patterns without reliance on outside servers.

You can find embedded AI in various devices:

• Wearable health monitors such as smart watches and fitness trackers. They provide personalized insights and recommendations based on the data they collect.
• Medical imaging that can assist in disease diagnosis by analyzing scans more effectively than doctors.
• Smart shelves that track retail inventories. AI analyzes customer behavior to customize marketing strategies and improve shopping experiences.

[Related: Preparing for a Technology Transition: A Change Management Playbook for Associations]

How Can AI Enhance Member Experience?

You may already have automated the distribution of membership renewal invoices, but AI can help you reach members in the ways that they want. Members can access a helpful bot 24/7 instead of only working during business hours.

Examples include:

• AI helps members as they join your organization, renew their memberships or ask common questions. You might think of it as a proactive FAQ section that appears when user behavior indicates it’s needed.
• When they register for a meeting, the system understands if they are a first-time attendee or a veteran conference goer. It can adjust recommendations to fit the member’s history from the information a newcomer will need or a hotel recommendation for a vet.

An AI-enhanced system can deliver highly personalized, targeted information for each individual member based on their: 

• Age
• Title
• Type of organization
• Professional interests
• Other identifying characteristics

[Related: Aligning Technology with Your Organizational Goals Beyond the IT Department]

How Will AI Change My Staff Structure and Governance?

As you rely on AI to handle repetitive tasks like billing, registration and updating member records, your human staff members will be able to spend their time on higher-level, strategic and creative tasks. So instead of focusing on the repetitive tasks inherent in the onboarding process, for example, your team can start building relationships and providing personalized support to your members. 

Job descriptions and responsibilities will probably change to accommodate the shift in how work is done. You may find that you need to create new jobs to manage the AI systems and the data they collect, or reduce staff members who work in areas AI can handle alone.

You and your staff may need extra training in AI. Colleges, universities, associations and others are starting to offer classes ranging  from introductions to AI to degrees in developing new technology. You can invest in training for existing staff, as well as allowing staff members to share their expertise with others. 

You’ll also need to revisit your governing documents to ensure your policies stay current with technological changes. Specific areas that may need attention include privacy, data security, system security and content review. What shouldn’t change is your mission, vision and goals.

[Related: Beyond the Tech: 7 Considerations for Planning a Kickoff Your Team Will Rally Behind]

How Can I Evaluate My Association’s Readiness for AI?

You may be wondering how to put AI to work strategically, or which tools can boost your team’s productivity, saving both time and money. You may wonder how to get your entire team on board and how to keep them energized during implementation and beyond. You may also be wondering how to craft an implementation strategy that will work for you and where you should start.

The answer depends largely on the resources you have within your team. You may have talented staff members who can help you research, plan, organize and deliver an effective AI implementation. If so, your first step is to identify those individuals and get them on board.

If, however, your staff doesn’t include this type of expertise, you may want to consider hiring a consultant who can bring their experience to your team. They can help you assess your team’s readiness and plan your implementation strategy.

Either way, AI rollout is not a process to take lightly. To be successful, you need to be sure you’re supporting your staff while they learn to support your members using this new technology.

[Related: Will Your Next Tech Implementation Be a Success or a Struggle?]

It’s Time to Get Started — Contact Dennison & Associates for Help With AI

At Dennison & Associates, we can guide you from AI hesitation to confident implementation. We excel at developing structured programs specifically associations. We take a hands-on approach to discussing your needs, creating accountability and helping you move forward with implementation.

Contact us today to learn more about our effective AI adoption and integration services and how we can help your organization thrive.