In today’s digital era, the collective power of artificial intelligence (AI) and machine learning (ML) can revolutionise the way membership organisations operate.
These technologies serve as catalysts for profound change, offering unparalleled opportunities for automation, personalisation, and security enhancement and thus reshaping the landscape of member experiences. AI is built around the concept of modelling data in order to predict repeating patterns. To the surprise of some, many of us have been exposed to AI in some form since the commoditization of the internet. Whether that was through predictive email-spam filtration in our inboxes or predictive text messaging, computation has been attempting to predict human behaviour for much longer than many of us realize. Then why is it suddenly such a hot topic in the technology sector?
We have recently seen a generational shift in AI with the advent of generative AI (GenAI). GenAI can be used to predict patterns in language, imagery, and even human actions in order to generate artefacts and automate workflows guided by a user prompt, such as the image generated along with this text. For membership organisations, tapping into these technologies could unlock a world of potential that can dramatically improve and enhance experiences for your members.
Personalising Member Experiences
AI allows organisations to unlock new levels of user personalisation. Consider how the social media websites, online stores, and music and video sites you often visit tailor your experience and nudge you towards posts, content, and media that are similar to your previous likes, dislikes, and purchases. This is all done through AI-based predictive analysis, which is fed by your post-interactions, purchases, views, and listens. Analysing patterns in member interactions could allow for the creation of highly customised content and resources, which can directly improve member engagement. Membership organisations can now utilise off-the-shelf AI-based personalisation to create an improved experience that can drive members to more relevant information and events.
Automating to Empower
The integration of AI, ML, and GenAI is transforming administrative tasks by automating routine processes. Technologies such as optical character recognition (OCR) and natural language processing (NLP) are instrumental in streamlining data entry and member management, significantly reducing manual labour and the potential for errors. With GenAI-based agents, organisations are moving from a traditional chatbot-style scenario to being able to automate remedial workflows, such as data entry, which can help to improve productivity in order to focus time on helping members.
Fostering intelligent networking
AI excels at creating intelligent networking opportunities. By analysing member data, these technologies can recommend professional connections and collaboration. This can help enrich a membership community with meaningful interactions and shared goals.
Embracing the AWS AI Stack
Within the AI, ML, and GenAI ecosystems, AWS provides a powerful suite of services that stand out for their robust capabilities. Amazon Textract’s OCR capabilities, Amazon Comprehend’s text analysis, Amazon Personalise’s customisation engines, and the interactive GenAI-powered Amazon Q assistant can collectively enhance membership engagement across all touchpoints. Amazon Bedrock is a fully managed service that provides access to the latest foundational models for building GenAI applications.
For organisations ready to explore the transformative potential of AI, ML, and GenAI, AWS offers extensive support and resources, including a rich network of partners. To begin customising these solutions to your organisation’s specific requirements and to harness the full power of AWS along with our trusted partner network, contact Gizem or Nishant at [email protected].
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