As associations adapt to leverage the power of today’s business technology, an opportunity is being presented to transform operations more than ever before by harnessing artificial intelligence. The concepts of AI and machine learning may seem complicated, but associations are gainfully using it to convert qualified data into valuable assessments based on correlations often unforeseen by human analysts alone. The insights gained from AI for associations are cultivating more informed decision making and resulting in opportunities to reshape member experiences and increase engagement.
Adopting Artificial Intelligence in Your Organization
Organizations can prepare for a future with artificial intelligence by taking a few key steps and considering AI as not just technology, but a culture. Ensuring maintenance and accuracy of historical data is a priority to prepare an organization to understand, use, and scale their efforts. It is best practice to frequently cleanse data, reduce disparate datasets, and keep current on the development of AI. Introducing a small internal experiment using preexisting AI technology is a good place to start. Beginning with these foundational steps will help organizations prepare to expand efforts when the time is right.
Artificial intelligence for associations enhances member engagement and increases productivity. Staff should review existing processes to identify possibilities for AI application and how use of AI technology might benefit their team. Many associations are already benefiting by using artificial intelligence to lead members to the most relevant content, based on previous behavior and preferences, and connect them with other like-minded members within their community. Another common approach by member-based companies embracing AI for associations are those implementing chat bots on their website. Using analytics to provide discovery for common questions can alleviate the need for staff to allocate time addressing simple questions and permit them to redirect efforts central to their mission.
The Future of Artificial Intelligence for Associations
Internally, leadership may seek alternatives to the way they are receiving and consuming data. Currently, 1 in 5 homes has a digital assistance device. That number is projected to grow rapidly to 4 in 5 homes by 2020. According to Comscore, by 2020 50% of searches will be done by voice. Association executives may have interest in utilizing a virtual assistant to access membership data, conference registrations, and revenue numbers with the utterance of a command.
The end result will be an association workforce with more readily accessible tools and information to gain relevant insights, make timely decisions, and boost customer experience while addressing access demands of a younger, more modernized constituency. Embracing this shift in technology will attract and foster more energized employees who can dedicate time and effort to collaboration and innovative program development rather than being mired in day-to-day operational needs. Artificial intelligence for associations is an opportunity to bring value added member services and customer experience to their constituency by providing a personalized experience deeply rooted in their unique preferences.
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ACGI has successfully integrated Amazon Alexa with the company’s association management system, Association Anywhere®, and its credentialing management system, Certelligence™. This integration includes, data visualization, voice assistance, and automation features that enable users to breakdown data silos, easily access data from anywhere, and empowers leadership with quick and powerful insights.
