Ignoring Gen AI Is the Fastest Way to Make Your Association Irrelevant

For association executives, the rise of generative artificial intelligence (Gen AI) marks a pivotal moment for transforming how associations operate and serve their members. Gen AI—advanced tools capable of producing human-like text, images, and even strategies—is no longer a futuristic novelty; it’s an integral part of today’s reality. While some may view this technology with skepticism, the truth is clear: generative AI offers associations unparalleled opportunities to enhance member value, streamline operations, and foster innovation.

To harness this potential, association leaders must approach Gen AI with strategic intent, ensuring it aligns with organizational goals and meets the evolving expectations of members. Drawing on the insights of Wharton professor Ethan Mollick and real-world case studies, this article explores how associations can embrace AI strategically to stay ahead of the curve.

The Three Missteps to Avoid in Gen AI Adoption

1. Ignoring Gen AI: Pretending Gen AI is irrelevant is like dismissing the internet in the early 2000s. It’s already reshaping industries, and your members and staff are likely experimenting with these tools on their own—whether to draft communications, generate event ideas, or analyze data. Ignoring this reality risks leaving your association behind and missing opportunities for innovation and growth.
2. Banning Gen AI: Attempts to block Gen AI are not only impractical but counterproductive. Like banning smartphones in the workplace, such restrictions often lead to shadow use, where members and staff leverage Gen AI tools without guidance or oversight. This approach wastes the chance to explore its potential benefits while addressing legitimate concerns about ethics, accuracy, and member trust.
3. Centralizing Gen AI: Centralizing Gen AI decision-making within a small team or department may seem efficient, but it stifles the creativity and decentralized innovation that Gen AI tools enable. Associations thrive on collaboration and grassroots energy; Gen AI adoption should reflect this ethos, empowering members and staff to explore and adapt tools to meet their unique needs.

Don’t Ignore Gen AI: Unlock Its Transformative Potential

Gen AI is not just a new technology—it’s a transformative force that can amplify your association’s capacity to deliver value. By automating repetitive tasks like membership renewals, content creation, and survey analysis, Gen AI frees up staff and volunteers to focus on strategic priorities and member engagement. Moreover, it enables your association to scale its efforts, providing personalized member experiences and using predictive analytics to anticipate future needs.

The challenge lies in democratizing the use of Gen AI while ensuring it aligns with your association’s mission. This requires fostering innovation, incentivizing experimentation, and identifying scalable use cases that benefit the entire organization.

A Three-Pronged Strategy for Gen AI Integration

1. Foster a Culture of Innovation
   Encourage staff and members to experiment with Gen AI tools by creating a safe environment for exploration. Organize workshops, innovation challenges, or forums where stakeholders can share their experiences with tools like text generators, image creators, or AI-powered analytics platforms. This grassroots approach builds enthusiasm while uncovering practical applications.
2. Invest in Education and Training
   Equip your team and members with the skills they need to effectively use Gen AI. Provide training that covers both the technical aspects of using Gen AI tools and the ethical considerations of their application. Offer diverse learning formats, from live demonstrations to on-demand tutorials, ensuring accessibility for all stakeholders.
3. Prioritize Ethics and Risk Management
   Adopt a deliberate approach to Gen AI by establishing clear policies on transparency, data privacy, and bias mitigation. While experimentation is essential, a “move fast and fix things” mindset risks alienating members and damaging trust. Instead, prioritize thoughtful implementation and consistent oversight to maximize benefits while minimizing risks.

Case Studies: How Associations Are Succeeding with Gen AI

Real-world examples from my clients highlight how associations are leveraging Gen AI effectively:

• Automating Routine Tasks: One association used Gen AI to automate member inquiries and streamline event planning. By implementing Gen AI-driven chatbots and task automation tools, they reduced administrative workload by 40%, allowing staff to focus on high-value activities like member engagement and strategic planning.
• Enhancing Member Personalization: Another applied Gen AI analytics to segment members based on preferences and behaviors. This enabled them to deliver personalized newsletters, event invitations, and resources, increasing engagement rates by 35% and boosting event attendance by 20%.
• Improving Risk Assessment: An umbrella association integrated Gen AI predictive models to assess financial risks for member organizations. This proactive approach allowed the association to offer targeted support and resources, reducing member attrition by 15%.
• Tailoring Content Delivery: A fourth association used Gen AI algorithms to analyze member interests and deliver personalized content. This effort resulted in a 30% increase in member engagement and a 25% rise in sponsorship revenue.

Balancing Opportunity and Risk in Gen AI Adoption

While the potential of Gen AI is immense, it comes with challenges. Poorly implemented Gen AI strategies can lead to issues like misinformation, member dissatisfaction, or breaches of trust. For instance, over-reliance on automated tools without adequate oversight can result in embarrassing errors, as seen when organizations rush Gen AI deployment without safeguards.

To avoid these pitfalls, association executives should focus on a balanced approach. Combine grassroots innovation with strong ethical guidelines and risk management practices. Regularly review outcomes, gather feedback, and update strategies to reflect lessons learned.

Why Gen AI Matters for Association Executives

For association executives, the question isn’t whether to adopt Gen AI but how to do so effectively. Ignoring it risks irrelevance in an increasingly tech-driven world, while banning it limits your association’s ability to innovate. Instead, embracing a collaborative, ethical, and strategic approach to Gen AI will position your organization to thrive in the years ahead.

Gen AI isn’t just another wave of technology—it’s a tidal force reshaping what’s possible for associations. By fostering innovation, investing in education, and prioritizing ethics, you can ensure your association rides this wave to deliver unparalleled value to members and stakeholders alike. The future is already here, and for associations ready to embrace it, the possibilities are limitless.

Key Take-Away

Ignoring Gen AI is a critical misstep for associations; this transformative tool enhances innovation, personalizes member engagement, and streamlines operations. Share on X

Image credit: Yan Krukau/pexels

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Dr. Gleb Tsipursky was named “Office Whisperer” by The New York Times for helping leaders overcome frustrations with hybrid work and Generative AI. He serves as the CEO of the future-of-work consultancy Disaster Avoidance Experts. Dr. Gleb wrote seven best-selling books, and his two most recent ones are Returning to the Office and Leading Hybrid and Remote Teams and ChatGPT for Thought Leaders and Content Creators: Unlocking the Potential of Generative AI for Innovative and Effective Content Creation. His cutting-edge thought leadership was featured in over 650 articles and 550 interviews in Harvard Business Review, Inc. Magazine, USA Today, CBS News, Fox News, Time, Business Insider, Fortune, The New York Times, and elsewhere. His writing was translated into Chinese, Spanish, Russian, Polish, Korean, French, Vietnamese, German, and other languages. His expertise comes from over 20 years of consulting, coaching, and speaking and training for Fortune 500 companies from Aflac to Xerox. It also comes from over 15 years in academia as a behavioral scientist, with 8 years as a lecturer at UNC-Chapel Hill and 7 years as a professor at Ohio State. A proud Ukrainian American, Dr. Gleb lives in Columbus, Ohio.