Artificial Intelligence does what isn’t humanly possible given an association’s resources. It can find non-obvious correlations and patterns in member and customer data. It can interpret vast quantities of content and make sense of it.
The media loves speculating about AI’s potential but there’s no need to get caught up in the hype. The best place for your focus is AI’s practical applications for your association right now.
Organize and curate information automatically
It’s nearly impossible to keep taxonomies current and accurate because staff must struggle to constantly review and tag content. With AI, you never have to work on a taxonomy project again.
Natural Language Processing (NLP) is an AI application used to understand the meaning of written or spoken language. NLP makes automated taxonomies possible. It works in the background doing the heavy lifting for staff so your taxonomy is always up to date.
But most of what your members read is from external sources; what about those? AI can analyze and tag external content too. You can now provide a service your members have only dreamed of: you curate the industry information streaming by them each day.
Deliver daily, individualized, industry-related news to your members
Now your members don’t have to spend time skimming through junk trying to find treasure. Instead, you send them a daily news brief containing personalized recommendations of content from internal and external sources that are most relevant to them based on an analysis of their data. That value is worth the price of dues and then some.
We’ve learned in our projects with associations that AI-curated content drives higher engagement, i.e., more email opens and clicks. As time goes on, AI analyzes a member’s behavior and learns what they’re interested in as well as their format and reading time preferences. This behavioral data is more reliable than self-reported data—as they say, actions speak louder, and more truthfully, than words. Associations are using what they learn about their members’ interests to make decisions about future conferences, educational programs, and association marketing content.
As the software collects and analyzes data, and algorithms adjust, engagement metrics continue to increase. A project of this scale is not humanly possible without the assistance of AI.
Learn more about engaging your members with artificial intelligence
Rasa.io engages community members by curating content and delivering daily, individualized newsbriefs. If you are interested in engaging your membership by catering to their unique interests, learn about how rasa.io can help.
This blog is the second part of a 3-blog series designed to teach associations about how artificial intelligence tools are accessible and effective for decreasing the association engagement gap. Read Part I: Using Artificial Intelligence for Website User Engagement.
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