Associations Need to Forget Algorithms—Gen AI Feedback Is the Real Advantage

The rapid evolution of generative AI (Gen AI) tools presents associations with unique opportunities and challenges. Unlike static tools or traditional software, Gen AI solutions require ongoing refinement to align with dynamic member needs, volunteer workflows, and organizational goals. This dynamic nature underscores the importance of robust feedback mechanisms from staff and volunteers alike. For associations, fostering an environment where feedback flows freely can drive iterative improvements and ensure that Gen AI tools remain effective, member-focused, and aligned with the broader mission.

Establishing Diverse Gen AI Feedback Channels

Creating a culture of feedback begins with recognizing that no single approach fits all volunteers or staff. Associations must implement a multi-channel strategy to accommodate the varied preferences of stakeholders. Feedback channels might include:

• Surveys: Tailored surveys can capture quantitative insights into member satisfaction, tool usability, and perceived value. Including open-ended questions provides the qualitative depth needed to understand nuanced challenges. For example, a survey could ask chapter leaders to rate the usability of a Gen AI-powered member directory while inviting them to describe specific issues encountered.
• Focus Groups: Small-group discussions with chapter representatives, volunteer leaders, or members can uncover deeper insights about tool effectiveness. An external facilitator can create a safe space for candid feedback. For instance, a focus group of section leaders might reveal that a Gen AI tool designed for event marketing struggles with local customization, sparking improvements that increase its utility across chapters.
• Interactive Workshops: Workshops combining tool demonstrations and hands-on testing encourage real-time feedback. These sessions also build user familiarity with the tools, enhancing adoption rates.
• Informal Check-ins: Regular check-ins with staff and volunteers—such as through virtual town halls—ensure a continuous feedback loop. Informal formats can lower barriers to participation and uncover actionable insights.

By creating multiple feedback avenues, associations can gather diverse perspectives that enrich their understanding of how Gen AI tools perform in practice.

Leveraging Gen AI Feedback Mechanisms

Feedback should not only be solicited periodically but also captured dynamically through real-time mechanisms. Embedded feedback options within Gen AI tools, for example, enable users to report issues or suggest improvements as they arise. Associations can implement features such as:

• “Provide Feedback” Buttons: Integrated directly into the tool’s interface, these allow users to share insights without interrupting their workflows. For instance, a “Provide Feedback” option in a Gen AI-powered membership renewal system can flag technical issues or suggest features for streamlined processes.
• Dedicated Feedback Platforms: Internal forums or apps exclusively for feedback create centralized hubs where volunteers and staff can share experiences, ensuring their voices are heard.

To maximize the impact of feedback, associations must prioritize acting on it and closing the loop. Regularly communicating updates based on user input builds trust and reinforces engagement. For example, associations can highlight specific improvements—such as a reduced response time for AI-driven member inquiries—through newsletters or volunteer leader briefings. These updates demonstrate responsiveness and encourage continued participation in feedback initiatives.

Given the volume of feedback that Gen AI tools often generate, associations can leverage analytics to identify patterns, prioritize action, and manage risks. Advanced analytics help categorize feedback by frequency, severity, and impact on workflows, enabling leaders to address the most pressing issues efficiently.

For example, if multiple local chapters report that a Gen AI recommendation system produces irrelevant content for member newsletters, analytics can help pinpoint whether the problem stems from outdated training data or insufficient customization. Addressing such issues promptly ensures the tools remain valuable and aligned with association objectives.

Reinforcing a Gen AI Feedback-Driven Culture

Feedback-based improvements are only effective if their impact is monitored. Associations should establish clear key performance indicators (KPIs) to track progress and ensure alignment with organizational goals. Relevant KPIs might include:

• Member satisfaction scores.
• Adoption rates of Gen AI tools by chapters or sections.
• Time savings for staff and volunteers.
• Reduction in errors or inefficiencies.

For instance, a professional association that introduced a Gen AI tool for certification exam prep saw increased adoption after acting on feedback to improve the tool’s user interface. Regularly tracking metrics like member engagement with the tool and pass rates on certification exams confirmed its effectiveness and alignment with the association’s mission.

Encouraging feedback on Gen AI tools fosters a culture of continuous improvement and engagement. When staff and volunteers see their insights valued, they become more invested in the association’s success. Associations can reinforce this culture by:

• Recognition Programs: Publicly acknowledging members, staff, or volunteers whose feedback leads to significant improvements motivates others to contribute. For example, recognizing a chapter leader who suggested enhancements to a Gen AI-powered event registration system demonstrates the association’s commitment to collaboration.
• Transparency: Sharing both successes and ongoing challenges related to Gen AI tool implementation builds credibility and encourages collective problem-solving.
• Training and Development Opportunities: Offering professional development tied to feedback contributions—such as workshops on leveraging AI in association management—further engages members and volunteers.

Client Case Study: Enhancing Gen AI Integration in a National Association

Background: A national professional association with nearly 13,000 members partnered with me to improve its member engagement strategy using Gen AI tools. The association had launched an AI-powered tool to assist regional chapters with event marketing but faced inconsistent adoption and member feedback about its usability, which is when it asked me to help.

Approach:

1. Feedback Channels: We established a multi-channel feedback system, including post-event surveys, focus groups with chapter leaders, and an online portal for real-time feedback.
2. Real-Time Mechanisms: An embedded feedback feature within the tool allowed users to submit comments during their interactions.
3. Data Analytics: We categorized feedback to identify recurring issues, such as limited template customization and difficulties integrating the tool with existing chapter workflows.
4. Closing the Loop: Updates addressing these issues were communicated through chapter newsletters and leadership webinars, showcasing the association’s responsiveness.

Outcome:

• Improved Adoption Rates: After six months, by addressing customization and integration concerns, tool adoption by regional chapters increased by 40%.
• Enhanced Member Satisfaction: Event attendance rose by 25%, attributed to more effective and tailored marketing efforts.
• Operational Efficiency: Time spent on event marketing tasks by chapter leaders decreased by 30%, enabling them to focus on other priorities.

This case illustrates how associations can use structured feedback processes to optimize Gen AI tools and drive member engagement.

Conclusion

For associations, the successful integration of Gen AI tools hinges on their ability to adapt to evolving needs and workflows. By fostering robust feedback loops, associations can ensure these tools remain relevant, user-friendly, and mission-aligned. Employing diverse feedback channels, leveraging real-time mechanisms, and prioritizing actionable insights through analytics empower associations to refine their tools effectively.

Beyond operational improvements, a culture of feedback enhances member and volunteer engagement, fosters innovation, and drives organizational success. Associations that embrace this approach will not only maximize the value of their Gen AI investments but also strengthen their capacity to meet the changing needs of their communities.

Key Take-Away

Robust Gen AI feedback loops—through surveys, workshops, and real-time tools—empower associations to refine AI solutions, boost adoption, and drive member and volunteer engagement. Share on X

Image credit: Cherrydeck/unsplash

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Dr. Gleb Tsipursky was named “Office Whisperer” by The New York Times for helping leaders overcome frustrations with 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 Leaders and Content Creators: Unlocking the Potential of Generative AI. 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.