The Future of Member Engagement: AI Integrations in Mobile Apps

With the integration of Artificial Intelligence (AI) in mobile apps, apps are becoming more personalised and user-centric than ever. Apps incorporating advanced AI features outperformed the app market in 2023, with an impressive 11% year-on-year growth. Apps like Duolingo and Expedia have set the benchmarks for leveraging AI to enhance user experiences, but what does this mean for membership organisations?

AI-driven apps can revolutionise how membership organisations engage with their members. By providing unique, tailored member experiences based on individual behaviours and preferences, AI ensures that every app interaction is relevant and engaging.

Key AI Features for Enhanced Engagement

• Personalised Content Feeds: AI algorithms learn from user behaviour, tailoring content feeds to ensure a relevant and engaging app experience.
• AI-powered Chatbots: Virtual assistants provide instant support, improving member satisfaction, reducing wait times, and offering a cost-efficient solution too.
• Predictive Analytics: AI predicts member interests, enabling personalised and proactive content and services that resonate with your members.

Benefits for Membership Organisations

• Increased Member Retention: Personalised experiences will create loyalty with your organisation, reducing churn rates significantly.
• Enhanced User Experience: Thanks to AI, simpler app navigation will make your app more intuitive and lead to a more enjoyable user experience.
• Data-Driven Insights: Gather actionable insights from AI-powered analytics that will help inform future app development and content strategies.

Navigating the Challenges of AI Integration

Like with many things in the digital realm, AI integration comes with its hurdles, particularly in the realm of privacy and data protection.

• Adopt Industry Best Practices: Integrate privacy from the outset of the development process to protect member information.
• Minimise Data Collection: Retain only necessary data and implement robust data encryption and anonymisation techniques to help protect personal information from any unauthorised access. Also, regular privacy audits and impact assessments can help to identify and address potential risks.
• Regulatory Compliance: Stay informed and compliant with privacy laws and regulations, e.g. General Data Protection Regulation (GDPR), to maintain trust and avoid any legal pitfalls

Getting Started with AI: Steps to Success 

Before you get stuck in, it’s crucial that organisations maximise the potential of existing technologies — AI should be thought of as the icing on the cake, rather than the batter!

Starting small will help mitigate any risks early on and allow for iterative learning and adjustments based on real-world user feedback. Consider implementing AI one step at a time and monitoring its impact on member engagement and overall app performance, as this will help your organisation get to grips with managing and optimising AI effectively.

AI integration in mobile apps is inevitable for those looking to stay relevant and competitive, and by embracing AI today, membership organisations can unlock unparalleled experiences, ultimately driving loyalty, satisfaction, and engagement.

Cantarus is a multi-award-winning full-service digital agency specialising in delivering websites & with deep expertise and an outstanding client portfolio in the membership sector.