Seeking relevancy in the face of competition

The DeepSeek news landed the same time as many of us are getting our annual professional body renewal letters through the post. I have been a member since 2010 with my Institute and they kindly told me of all the wonderful things they have done over 2024, that they had an exciting future and thank you for my support. Please pay now.

DeepSeek announced that it had developed and deployed its own AI model using cheaper chips, less data power, outputs that are very comparable and costed circa $6m to bring to market.

The Chinese AI developer sent shock waves through the US tech giants and the stock market reacted, as did President Trump. It suddenly became relevant. The investors in Nvidia, OpenAI, and others, feel their returns will be impacted as cheaper alternatives swamp the market. They banked on their position of strength and now need to adapt.

The question of relevancy

Personally, I see the similarities within the context to Professional bodies as these renewal letters land. Last year I never seemed to be able to make an event, barely used the clunky online resources, did a couple of surveys. Where others might drive career value, achieve CPD kudos, I was probably one of the many busy members that barely touched the Institute.

The problem is relevancy. My professional body doesn’t quite fit the broader range of issues and jobs as times rapidly change. The world seems to be heading more towards technology enablement and science helping to mitigate risk, improve social equity and support governance. This drive, certainly underpins the UK Government’s agenda, promoting innovation (including AI) to tackle global challenges, boost economic growth, and secure energy independence. Strategic investments should fuel economic advancements, ensuring resilience and competitive advantage across the flux of global geo-politics today.

For example, the lasting impact of President Trump’s environmental agenda will depend on the political landscape post-presidency. Regulatory rollbacks can be reversed, but the cultural and economic shifts – towards deregulation, energy independence, and scepticism of climate science – could leave a lasting mark on environmental politics.

So, in this uncertain landscape, businesses must remain adaptable in the face of competition. The same for professional member bodies. The relevancy drive for membership is complex and multifaceted but increasingly essential.

Adapt with AI

However, as we have seen, one of AI’s greatest strengths, regardless of the LLM giants (new and old), lies in adaptive resource augmentation. AI can curate personalized learning pathways, delivering resources tailored to individual members’ needs almost in real-time. For instance, a project manager navigating US sustainability challenges could receive guidance, bespoke case studies, regulatory updates, and training recommendations. AI not only saves time but ensures professionals access the most relevant, up-to-date information to support their roles.

AI’s ability to process vast amounts of data provides unparalleled opportunities for membership bodies to evolve. By analysing trends and feedback, organizations can identify emerging skills gaps, develop new training programs, and anticipate future needs. This helps positions their members as forward-thinking leaders, actively shaping their own industries.

I have paid my membership for another year. I also sent an email asking what they are doing about real-world relevancy in an age of an increasing political focus on science and technology. DeepSeek composed the email for me.

For more information: https://www.deepseek.com/ and https://openai.com/