Why Association Employees Feel Gen AI Fears—and How to Win Them Over
Integrating generative AI (Gen AI) into an association is a transformative endeavor, yet it can evoke uncertainty among staff, volunteers, and members. Transparency and consistent communication throughout this process are not optional; they are essential. By openly sharing progress, challenges, and milestones, associations can turn apprehension into confidence and resistance into active engagement.
Trust is built not through a single announcement but through ongoing dialogue. When staff, volunteer leaders, and members understand the state of a project, its achievements, and the challenges it faces, they feel included rather than sidelined. Clear communication mitigates speculation and eases anxieties about new technology. Regular updates transform an abstract and potentially disruptive initiative into a shared journey that stakeholders can champion.
Silence Breeds Gen AI Fears
When communication falters, fear fills the void. Association staff, and even volunteers and members, may speculate: Will AI replace roles such as event planners or membership coordinators? Will processes become unrecognizable? How does Gen AI even work? Without answers, uncertainty can escalate into anxiety, disengagement, and even opposition. These emotions hinder adoption and weaken trust in leadership.
For instance, consider an association implementing Gen AI to enhance event management by automating tasks like attendee data analysis and post-event reporting. Initially, the staff feared that their roles might become redundant. The association’s leadership underestimated these concerns and failed to provide regular updates, allowing rumors to grow. Resistance mounted, jeopardizing the initiative.
Recognizing the issue, the leadership team shifted gears. They held regular town halls and distributed newsletters that addressed concerns head-on. Leaders explained how AI would reduce administrative burdens and free up staff for more strategic tasks, such as crafting high-value member experiences. By sharing case studies of successful pilots and outlining the implementation roadmap, the association turned apprehension into support. Transparency disarmed fear, replacing it with clarity and enthusiasm.
The Power of Frequent Updates to Alleviate Concerns
Transparency thrives on consistency. Weekly or monthly updates ensure that stakeholders stay informed and engaged. A dedicated newsletter can highlight milestones, upcoming goals, and even individual achievements. Sharing success stories demonstrates how Gen AI complements human expertise, rather than replacing it, while showcasing its value to the association and managing risks.
For example, an association for healthcare professionals introduced Gen AI to streamline continuing education tracking. Staff shared stories of how AI reduced errors in credentialing processes, saving time and enhancing member satisfaction. These updates reframed AI as a tool for better service delivery rather than a disruptive force.
Interactive forums such as team meetings or volunteer leadership retreats also play a critical role. In these settings, stakeholders can voice questions, express concerns, and hear directly how AI aligns with the association’s mission. Leaders can demystify technical concepts and tailor messages to resonate with specific roles or departments.
Consider a national association of educators adopting AI to personalize member communications. Regular virtual town halls allowed members to ask how their data would be used and how AI-powered insights would support advocacy efforts. This open dialogue reassured members, aligning the initiative with their expectations and values.
For associations with geographically dispersed chapters or sections, a centralized intranet or portal becomes indispensable. This platform can house FAQs, project updates, case studies, and educational materials, allowing stakeholders to access information on their own schedules. Tutorials and explainer videos can further simplify complex topics, making Gen AI more approachable for volunteers and staff alike.
Honesty: The Bedrock of Transparency
Transparency isn’t just about celebrating wins; it’s about acknowledging challenges candidly. Associations that communicate setbacks—such as delays or unanticipated integration issues—earn respect by treating stakeholders as trusted partners in transformation.
Take, for example, a trade association deploying Gen AI to enhance member benefit programs. When data integration complexities delayed the rollout, leadership openly shared the obstacles. They explained the steps being taken to resolve the issue and provided a revised timeline. Instead of eroding trust, this honesty fostered goodwill and reinforced confidence in the project’s eventual success.
Establishing clear benchmarks and milestones supports this honesty. Reporting on progress—even incremental—demonstrates momentum and creates realistic expectations. If setbacks occur, outlining corrective actions ensures stakeholders remain invested.
A logistics-focused professional association provides a compelling example. When AI implementation to optimize member logistics tools faced integration challenges, leadership transparently communicated the hurdles. They shared how staff were collaborating with technical experts to resolve the issues and highlighted interim solutions. This approach not only maintained trust but also strengthened the sense of a shared mission.
Inviting Dialogue to Foster Engagement
Transparency is incomplete without two-way communication. Stakeholders need opportunities to voice their questions, concerns, and ideas, ensuring they feel heard and valued.
Q&A sessions provide a direct channel for engagement, allowing staff and members to gain real-time clarification. Feedback surveys offer a more private avenue for sharing thoughts, particularly for those hesitant to speak up in public. Associations that act on this feedback demonstrate a commitment to collaboration and continuous improvement.
For example, anl association for engineers introduced Gen AI tools to enhance its Association Management Software (AMS). Early surveys revealed concerns about the steep learning curve and potential bias in AI-driven decision-making. Leadership responded by expanding training opportunities and convening working groups to address potential biases. This responsiveness strengthened stakeholders’ confidence and buy-in.
Another example comes from an association for financial service professionals. The organization adopted Gen AI to support educational content dissemination, allowing members to access tailored recommendations. Initially, members expressed concern over data privacy and the tool’s reliability. By holding webinars, providing transparent data usage policies, and sharing pilot program results, the association turned skepticism into support. Members now view the tool as a value-added resource, enhancing their professional growth.
When associations integrate feedback into their implementation strategies, they transform stakeholders from passive participants into active advocates for change. This inclusivity fosters a sense of ownership and amplifies enthusiasm for the initiative.
Building a Culture of Transparency
Integrating Gen AI into an association is more than a technical challenge; it represents a cultural shift. For success, staff, volunteers, and members must see themselves as integral to the process. Regular updates, open discussions, and a willingness to confront challenges build a foundation of trust and engagement, as shown in the case studies from my consulting clients I shared above.
Leadership’s commitment to transparency doesn’t just ease the transition to Gen AI. It cultivates a culture where innovation is embraced and stakeholders feel empowered to contribute to the association’s success. Done right, the journey to Gen AI integration becomes more than an operational milestone. It becomes a testament to the power of trust, communication, and collaboration, strengthening the association’s mission for years to come.
Key Take-Away
Integrating Gen AI into associations can trigger Gen AI Fears among staff, volunteers, and members, but these fears can be effectively managed through transparent, consistent communication and ongoing engagement. Share on XImage credit: Paymo/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.