March 17, 2022
Whether you realize it or not, AI is already a critical part of your daily routine. Always wondered how Amazon knew just the product to suggest when you’re about to start shopping? Curious as to how Netflix suggests that next serial killer docuseries right after you finish one?
That’s AI technology.
While there’s plenty of concern that you need to be a tech expert to delve into the uses of AI, the reality is there are tools you could be implementing in your organization with little to no difficulty.
So how do you get buy-in from your association leadership and members? We’ve got you covered.
The definition many experts use for AI is credited to Dennis Hassabis of DeepMind, an AI firm acquired by Google:
“AI is the science of making machines smart. In a nutshell, we’re trying to get machines to mimic human capabilities like seeing, reading, writing, moving, and driving.”
How does it do that? Through machine learning, another AI buzzword. Human beings can adapt and be creative, changing rules and decisions on the fly. Machine learning is the technology or concept that explains how AI works to replicate that type of thinking.
By interpreting data using patterns and behaviors, AI is able to streamline and efficiently make decisions or identify opportunities for your organization.
While we said it emulates the human mind, that doesn’t mean it’s sentient…yet!
However, this is one of the many misconceptions that could cause association leaders to drag their feet when deciding whether or not to implement AI tools in their day-to-day operations. Others include:
The other thing to remember is that AI is a long-term solution. While you may see some immediate improvements in things like your marketing efforts and member signups, the reality is that artificial intelligence depends on data. The more data it has, the better it works at predicting member behaviors that can help you refine your strategy.
Many terms fall under the umbrella of artificial intelligence. However, you don’t have to worry about learning or understanding them all. Instead, by focusing on a few, you can better understand how this technology can be leveraged in your organization.
And to show the extent of AI tools – that last section about NLG? I used a bot to write it, and all I had to do was provide the topic, natural language generation; thanks, Copy.Ai!
Now that we know how AI works, what does that mean for your association? Some of the biggest areas artificial intelligence can help with include marketing, outreach and content creation.
But how do you figure out what tools to experiment with? For starters, you need to identify areas it can help, which can be done easily with the following framework.
Once you have an idea of what tasks you might need help with, use the internet for some help. For example, a simple Google search for “AI for [the problem you have]” will give you plenty of options. You can also use online tools, like Marketing AI Institute’s AI Score Tool, which uses a survey to help connect you with tools to fit your needs.
Rasa.io – Newsletters are a powerful tool in the association industry, but content curation can be a challenge. Rasa not only curates your newsletter by adding top articles from publications of your choice but also tracks the engagement from your audience to give them a more personalized newsletter each time. It’s the tool we use for our very own Sidecar Scoop.
Frase.io – Using natural language processing, Frase uses all the content on your website to answer questions from members and potential members. This chatbot also provides data related to user experience, which allows you to make edits and improve your site as needed.
Descript – Many associations offer educational videos or webinars – and editing can be a holdup when producing content. This AI tool makes editing video, screen recordings and transcription a breeze.
The bottom line is that AI is much more approachable than you may think. While there are plenty of complex theories and sciences behind artificial intelligence, the functional applications and tools for your association can be implemented without a ton of technical background and without a lot of data.
Speaking of data, another thing to point out is that you don’t need to wait until you have a ton of it. Many AI tools use pre-existing data and scrape outside sites, which means you can start using them now without a lot of information on your end.
Finally, remember the benefits. AI can help streamline and augment your existing efforts, which is a must for associations as they contend with limited time, resources, and in some cases, staff. We know that everyone is busy, but starting today will keep you ahead of the game and allow you to explore new possibilities that can help your organization in the long run.
If you’re ready to increase your membership organization’s revenue, connect with an entire community of purpose-driven leaders and grow yourself, we’re ready to help you do it.Learn More
Jose Triana joined the Sidecar team as the Content Manager in 2021. He is a writer and creative focused on helping purpose-driven organizations learn and find value online. When he isn't working on content, you can catch him going for a run or resting with a good book.