Why Association Staff Aren’t Hearing You on Gen AI Transformation
Imagine a transformative technology poised to redefine your association’s operations and member services—but its success hinges not just on the technology itself but on how effectively its benefits are communicated to your team. That’s the reality for associations adopting Generative AI (Gen AI). As association executives navigate the complexities of integrating these tools, one truth becomes clear: communication is not an afterthought; it’s the linchpin. Relying solely on email updates or one-off presentations risks leaving staff and volunteers confused or disengaged. To bring everyone on board, leaders must deploy a multi-channel communication strategy that caters to diverse preferences, building clarity, trust, and enthusiasm.
Meeting Staff and Volunteers Where They Are on Gen AI Transformation
Staff and volunteers process information differently. A one-size-fits-all approach won’t suffice. For some, face-to-face interactions or virtual meetings with leadership offer the best format for direct engagement. These sessions allow for real-time clarification and active dialogue. Imagine a chapter leader wondering how Gen AI could improve event planning: a live conversation provides immediate answers and reassurances. Leadership also benefits by gauging sentiment and refining messaging based on feedback.
Others prefer to absorb information at their own pace. Written communications, such as detailed emails or newsletters, serve this audience well. A monthly newsletter showcasing Gen AI success stories—like how AI-driven tools have streamlined membership renewals or enhanced conference planning—keeps staff and volunteers informed and motivated.
Then there’s the association’s internal hub, whether it’s an intranet, portal, or shared drive. A centralized space for Gen AI updates, training resources, FAQs, and project milestones ensures everyone has a reliable source of information. Self-service portals empower volunteers and staff to find answers independently, reducing confusion and reinforcing a culture of transparency. By addressing varied preferences, associations create a communication ecosystem that resonates with all stakeholders.
The Power of Consistency in Gen AI Transformation
Effective communication is as much about consistency as content. Mixed messages or misaligned updates can erode trust and engagement. Associations must ensure that their messaging is unified across all channels. For instance, if leadership announces the rollout of an AI-driven member engagement platform during a board meeting, that message must also be reflected in follow-up emails, intranet updates, and training materials.
Consider an association implementing AI to streamline certification processes. Leadership might outline the initiative’s benefits during a leadership retreat, while volunteers receive follow-up training modules and testimonials from members who’ve experienced smoother certification renewals. This cohesion ensures that everyone, from national staff to chapter volunteers, understands the project’s value.
Transparent communication is equally critical. If challenges arise, acknowledging them and outlining a plan to address them can strengthen trust. For example, if an AI tool for event management encounters technical setbacks, an honest update coupled with a commitment to resolve the issues demonstrates accountability and reinforces confidence in the leadership.
Creating Two-Way Conversations About Gen AI Transformation
Communication isn’t just about broadcasting information; it’s about fostering dialogue. Gen AI initiatives are complex, and staff and volunteers need opportunities to ask questions, voice concerns, and share insights. A live Q&A after a webinar allows immediate clarification, while feedback surveys following meetings or email updates provide avenues for quieter voices to be heard.
Take, for example, an association piloting an AI-driven member engagement tool. After introducing the system to chapter leaders, leadership solicited feedback through surveys. Concerns about potential workflow disruptions emerged, prompting the development of targeted training sessions. This back-and-forth not only strengthened buy-in but also ensured that staff and volunteers felt included in the process.
Interactive elements on internal platforms, such as discussion boards, further encourage collaboration. Volunteers can share best practices, ask questions, discuss managing risks, and troubleshoot challenges collectively, building a sense of community around the new technology. By prioritizing these feedback loops, associations demonstrate that they value input, fostering an inclusive environment essential for successful adoption.
Client Case Study: Tailoring Communication for Gen AI Transformation Success
In my consulting work, I’ve seen how tailored communication strategies can make or break Gen AI initiatives. One notable project involved partnering with a national association for insurance professionals rolling out AI-driven tools to streamline member credentialing and renewals. Initially, staff and volunteers expressed skepticism, fearing the technology might complicate workflows or reduce their autonomy.
The leadership team and I co-developed a multi-channel communication strategy. First, we did surveys and focus groups to learn about staff and volunteer concerns. Next, we held virtual town halls to address concerns transparently, emphasizing how the AI tools would support rather than replace human expertise. Third, we launched a video series showcasing real-world benefits—such as how AI reduced credential processing times by 40% while maintaining rigorous standards. These videos were shared via email and hosted on the association’s intranet. Finally, we created an anonymous feedback channel to capture ongoing concerns and adjusted messaging accordingly.
Within six months, the initiative’s engagement metrics told a clear story: over 85% of staff and volunteers reported a better understanding of the technology’s purpose and benefits. The streamlined credentialing process not only improved efficiency but also enhanced member satisfaction, with 92% of members rating the new system as “excellent.”
Key Takeaways for Association Executives
For associations embarking on Gen AI transformations, the stakes are high. Poor communication risks alienating staff and volunteers, jeopardizing adoption, and undermining the technology’s potential benefits. By embracing a multi-channel approach, maintaining consistency in messaging, and fostering dialogue, associations can turn skepticism into enthusiasm.
At the heart of successful communication lies a simple principle: people are more likely to embrace change when they feel informed, involved, and valued. Whether through an engaging town hall, a well-crafted email, or an intuitive portal, every touchpoint matters. As associations lead the way in their professions and industries, effective communication will be the bridge between innovation and impact.
Key Take-Away
Clear, consistent communication is vital to any successful Gen AI Transformation. It’s not just about introducing the tech—it’s about bringing people along for the journey, addressing concerns, and showing real-world benefits. Share on XImage credit: SEO Galaxy/unsplash
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.