How can the rise of AI positively impact the membership sector?

At the start of this year’s MemberWise conference, delegates were asked how many thought that AI would be used in the membership sector in the next 3 years.  A jaw droppingly minute 15% of respondents thought that it would, leaving 85% of respondents considering it irrelevant. Yet the insurmountable rise of AI across other sectors tells a very different story.

In recent years, the use of artificial intelligence (AI) has become increasingly popular in various industries. So why is membership sector resistant? As the benefits of it are unquestionable. Those organisations implementing it are reaping the benefits of AI, improving their operations and enhance their members’ experiences.

One of the primary benefits of AI in the membership sector is its ability to analyse vast amounts of data quickly and accurately. This data can be used to provide insights into member behaviour, preferences, and needs. This information can then be used to personalize communications and marketing efforts, resulting in better engagement and retention rates.

AI can also be used to automate certain tasks, such as member onboarding, renewals, and even event registration. This not only saves time but also improves the accuracy and efficiency of these processes. Additionally, AI-powered chatbots can be implemented to provide 24/7 support to members, answering their questions and concerns in real-time.

Another way AI is being used in the membership sector is through predictive analytics. By analysing past behaviour and trends, AI algorithms can predict future actions and behaviours of members. This information can be used to proactively address potential issues or opportunities, such as identifying members who are at risk of churn and offering personalized incentives to retain them.

Stuck for content ideas? Let AI help you. AI technology has made great strides in recent years and is now being used to create compelling content across various industries. Simply ask your chatbot to come up with some article titles, or social posts around a topic, and it will, in moments, generate a footprint from which to work.

However, AI cannot replace human creativity, emotions, and intuition, which are essential for creating truly captivating content. Therefore, the best way forward is for AI to assist and collaborate with humans. AI can take over repetitive and mundane tasks like data mining and analysis, helping humans focus on the creative aspects of content creation. Humans can also provide direction and oversight to ensure that the content meets the intended purpose and audience requirements. With AI’s ability to quickly generate new ideas and analyse data, and human creativity and intuition, the two can work together to produce unique and valuable content that engages and delights audiences.

AI is also playing a significant role in improving the overall member experience. Personalized recommendations based on member behaviour and interests can be made through machine learning algorithms. Interactive virtual assistants can provide helpful guidance to members, while augmented reality and virtual reality technologies can create immersive experiences based on their preferences.

Overall, AI has become an essential tool for organizations in the membership sector. It can improve operations, increase engagement and retention rates, and provide a more personalized and satisfying member experience. As the technology continues to develop, it’s likely that AI will become even more prevalent in the membership sector in the coming years. So much so that at the end of the conference, which was opened by an avatar, that respondents asked again after the event actually came back with 95% majority vote recognising the potential impact AI may have on the sector.

Watch this space and embrace the technology, as those who don’t could find themselves losing traction and in turn member related opportunities.