How Gen AI Redefines the Skills Associations Truly Need to Thrive
“Evolve or perish” has been the mantra of survival throughout history, but today, associations stand at a new crossroads. This time, evolution isn’t driven by nature—it’s being shaped by our own creation: generative artificial intelligence (Gen AI). As Gen AI tools like ChatGPT transform the way we work, learn, and engage, the instinct to view these changes as a threat is understandable. But for association executives, the strategic adoption of Gen AI—and the intentional shedding of certain outdated skills—is not a liability but an opportunity to amplify member value, streamline operations, and focus on what truly matters.
Learning from History: The Liberation of Lost Skills
Take a moment to reflect: when was the last time you performed a complex calculation on paper? Probably not recently. In the 1970s, calculators rendered manual arithmetic largely obsolete, sparking fears about the decline of math skills. Yet, the adoption of calculators didn’t make us less capable—it freed us to focus on higher-order thinking, complex problem-solving, and strategic decision-making.
Similarly, the “Google Effect” in the early 2000s revolutionized how we access and store information. Critics bemoaned the erosion of memory as search engines became our go-to resource for instant knowledge. Yet this shift enabled people to offload rote memorization, allowing greater focus on creativity, critical thinking, and applying knowledge effectively.
As association executives, you can apply these lessons to Gen AI. Losing certain skills to Gen AI—whether content drafting, data analysis, or member communication—is not a loss of capability but a shift toward leveraging human strengths like creativity, empathy, and leadership.
The ChatGPT Effect: Gen AI Redefines Skills
The current wave of concern around Gen AI, often referred to as the “ChatGPT effect,” mirrors past apprehensions about technological advancement. For associations, this shift poses critical questions: Will the widespread use of Gen AI tools diminish the value of human contributions? Will staff, volunteers, even members lose touch with essential skills? These are valid concerns—but they miss the broader opportunity.
Consider areas like language translation. Historically, translators have relied on their deep understanding of culture, context, and nuance. Today, Gen AI tools can produce highly accurate translations in seconds, freeing professionals to focus on higher-value tasks like intercultural collaboration.
Similarly, areas like content creation—a cornerstone of association value—are being revolutionized by Gen AI. Tools like ChatGPT can draft articles, personalize member outreach, and generate marketing materials at scale. Rather than threatening the role of staff, these tools allow teams to redirect their energy toward crafting impactful messaging, developing innovative programs, and enhancing member connections.
Embracing Gen AI Leads to Association Success
Association executives are uniquely positioned to lead their organizations through this transformation by recognizing Gen AI as an enabler, not a threat. Here’s how to navigate this shift effectively:
- Focus on Strategic Tasks
Like the calculator and search engine before it, Gen AI allows associations to automate time-consuming tasks such as scheduling, drafting, and basic data analysis. This enables staff to concentrate on strategic initiatives, member engagement, and crafting experiences that align with your mission. - Harness Unique Human Skills
While Gen AI excels at processing and generating information, it cannot replicate human empathy, ethical judgment, or the understanding of members required to design transformative member programs. By emphasizing these irreplaceable qualities, associations can ensure their work remains meaningful and impactful. - Invest in Skill Evolution
Rather than fearing the loss of certain skills, focus on upskilling staff in areas where humans and Gen AI can collaborate effectively. For example, train staff and volunteers to refine AI-generated content, analyze AI-derived insights, and oversee AI-driven processes, ensuring alignment with your association’s strategic goals.
Leveraging Opportunities as Gen AI Redefines Skills
It’s essential to recognize the legitimate challenges posed by Gen AI. Issues like misinformation, algorithmic bias, and the ethical use of member data demand careful oversight. For example, deploying AI tools without robust checks could lead to inaccuracies or unintended consequences, as seen when organizations like CNET faced backlash for publishing error-prone AI-generated articles.
To address these and other risks, association leaders should prioritize ethical governance and transparency. Establish clear policies for Gen AI usage, including guidelines on data privacy, bias mitigation, and quality assurance. Regularly review outcomes to refine processes and ensure tools are being used responsibly.
Case Studies: Gen AI Transforming Associations
Several associations among my clients are already using Gen AI to reimagine operations and deliver greater value to their members:
- Streamlining Member Communications: One association implemented Gen AI to personalize email campaigns, resulting in a 30% increase in open rates and a 20% boost in event registrations. By automating repetitive communication tasks, staff could focus on strategic outreach efforts.
- Enhancing Learning Experiences: Another association used Gen AI to develop personalized learning paths for members. By analyzing user data, the association tailored courses to individual needs, improving completion rates and member satisfaction.
- Improving Advocacy Efforts: A third leveraged Gen AI to analyze legislative data and craft tailored advocacy materials for policymakers. This enabled the team to act quickly on emerging issues, strengthening their influence and impact.
- Boosting Operational Efficiency: Finally, one association adopted Gen AI-powered chatbots to handle routine member inquiries, reducing response times by 50% and freeing staff to focus on more complex member needs.
A Call to Action for Association Executives
The integration of Gen AI into association operations isn’t just a technological upgrade—it’s a shift in mindset. Association executives must lead this evolution by embracing the opportunities Gen AI offers while addressing its challenges thoughtfully and strategically.
Gen AI enables associations to transcend limitations, focusing on their core mission of serving members and advancing industries. By shedding tasks that AI handles more efficiently, associations can double down on their strengths: fostering connections, driving innovation, and delivering meaningful impact. Far from being a threat, losing certain skills to Gen AI is a stepping stone toward a more capable, creative, and human-centered future.
The choice is clear: evolve with Gen AI or risk being left behind. For association leaders ready to embrace this transformation, the possibilities are endless. The symphony of human creativity and Gen AI innovation awaits your direction—step up and compose the future.
Key Take-Away
Gen AI Redefines the way associations operate—automating tasks, enhancing engagement, and unlocking new efficiencies. Share on XImage credit: Jep Gambardella/pexels
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.