Artificial Intelligence (AI) is revolutionising industries across the globe, and associations in Australia are no exception.
As more organisations explore AI’s potential, they can unlock new opportunities for efficiency, engagement, and innovation. Despite this potential, Australians remain cautious about the future of AI. According to the Ipsos 2024 AI Monitor, Australians are more likely to feel nervous (64%) than excited (39%) about AI. Concerns about privacy and bias are shaping conversations, making it crucial for associations to adopt AI responsibly. In this blog, we’ll dive into:
- the advantages AI brings to associations in Australia
- the key risks and challenges of AI adoption
- how we’re working closely with our clients to test AI solutions and establish best practices.
- Enhanced Member Engagement
AI can offer a personalised approach to member engagement by analysing data and providing tailored recommendations. This includes suggesting relevant events, resources, or networking opportunities based on members’ interests and past behaviours. By using AI to predict what members are most likely to engage with, associations can create more targeted and effective campaigns, driving better engagement and loyalty.
- Improved Operational Efficiency
Associations often juggle a multitude of tasks – from membership management to event coordination and administrative duties. AI-powered tools can automate repetitive tasks, such as processing renewals or managing databases, freeing up staff to focus on strategic initiatives and member engagement. Automation also reduces human error, streamlining workflows and improving overall efficiency.
- Data-Driven Decision Making
AI can analyse vast amounts of data quickly and accurately. For associations, this means they can gain insights into member behaviour, trends, and potential gaps in services. By leveraging AI’s predictive analytics, associations can make data-driven decisions, allowing them to stay ahead of trends and better meet the needs of their members, leading to increased value for members and membership retention. - Cost Savings
In the long run, AI can help associations reduce costs by improving resource allocation. For instance, automating customer service with AI chatbots or virtual assistants can handle routine enquiries, cutting down on the need for additional staff. AI can also help identify areas where associations might be overspending, allowing for more efficient budget management.
- Better Event Planning and Networking
AI can be particularly useful in event planning, from recommending the best dates and locations based on past data to helping match attendees with similar interests. Machine learning algorithms can also assist in predicting event success, optimising agendas, and ensuring the event content is aligned with what members find most valuable.
While AI offers significant benefits, it’s important to recognise the risks and considerations involved. Understanding these potential pitfalls will allow associations to make informed decisions when adopting AI technologies.
- Privacy and Data Security
As AI relies heavily on data, including personal and sensitive member information, there’s an increased risk of data breaches or misuse. Associations must ensure they have robust data protection protocols in place, complying with regulations like the Australian Privacy Principles (APPs) under the Privacy Act. Clear consent mechanisms and transparent data practices, as well as regular reviews of AI practices, are essential for maintaining member trust. - Bias and Fairness
AI systems are only as good as the data they’re trained on. If the data used to train AI algorithms is biased or incomplete, the system may generate unfair or discriminatory outcomes. This happened at Amazon, where an AI recruitment tool favoured words that were most often found in men’s resumes, such as “executed” or “captured”. Associations need to regularly audit their AI tools to ensure they’re making fair, unbiased decisions, particularly in areas like member recruitment, event planning, and resource allocation. - Cost of Implementation and Maintenance
While AI can lead to long-term savings, the initial investment can be significant, especially for smaller associations. Additionally, AI systems require ongoing maintenance and updates to remain effective, which can result in ongoing costs. Associations need to weigh the potential return on investment (ROI) by completing a cost-benefit analysis before committing to large-scale AI initiatives. - Member Perception
For some members, the idea of AI may be met with scepticism or fear. They may feel uncomfortable with AI handling personal data or might worry about losing the personal touch that human interactions offer. Associations should be transparent about how AI is being used and emphasise the benefits, ensuring members understand that AI is there to enhance their experience rather than replace human interaction entirely. - Dependence on Technology
As associations integrate AI into their operations, there’s a risk of over-reliance on technology. If systems go down or malfunction, associations may find themselves struggling to operate effectively. It’s important to have contingency plans in place and maintain a balance between automation and human oversight.
At our organisation, we’re deeply invested in understanding how AI can best serve associations in Australia. We’re currently conducting trials and working with a select group of clients to:
- assess the real-world applications of AI
- identify potential challenges
- establish current best practices.
These trials are crucial for gathering data on how AI can improve association operations and member engagement while minimising risks.
Throughout the year, we’ll be monitoring these initiatives and sharing updates with our clients and the broader association community. Our goal is to help associations adopt AI in a way that’s both effective and responsible, ensuring they maximise the benefits while addressing the challenges AI presents.
The Future of AI in Associations
AI is still in its early stages for many associations, but the potential for positive change is immense. By leveraging AI tools and strategies, Australian associations can position themselves for greater success and member satisfaction. However, they must also proceed with caution, taking into account privacy, fairness, and technological limitations.
As we continue to work with our clients and refine our understanding of AI’s role in associations, we’re committed to sharing our findings and insights. Stay tuned for updates throughout the year as we establish best practices and continue to explore the evolving landscape of AI in the association sector.