AI Workflows for Membership
"I'm currently on the Mont Vallon lift in Meribel, how long is the red and black off this lift. Tell me about them".
This was a question I asked ChatGPT last week, while skiing.
At work, and at home, i'd be shocked if you're not using some form of AI as part of your 'workflow'.
And if you're not actively using AI as part of your day, it's being used on you for personalisation. Personalized member experiences, powered by artificial intelligence (AI), have become the new frontier for driving engagement and boosting lifetime value.
Netflix knows what you'll you'll enjoy, before you do. Amazon knows you're going to buy, before you do.
In fact, 84% of association members say personalisation is important to them, and those who feel their interactions are tailored are far more likely to stay and participate.
It’s not hard to see why: when each email, event recommendation, or piece of content feels relevant, members are more engaged and find greater value in their membership.
What’s especially exciting is how open members are to technology that enhances this personalisation. According to a late-2025 member experience survey, 94% of members are comfortable with their association using AI for things like personalised search results, content suggestions, or support – provided it’s done transparently and remains human-centered.
We know that loyal members = higher LTV for our members.
Members are also open to AI as a tool to enhance their experience - 94% are comfortable with associations using AI for things like better search, support, or content recommendations (as long as it’s transparent and human-centered).
From where I stand there's two stats that membership organisations are trying to move;
- Lifetime value of members (What each member is worth to the org)
- Operational costs
AI can help with both of those. Not in a 'turn this photo into a Disney scene' way, but a legitimate tool to help lower costs, and engage members better.
I bet you're thinking of your search tool... it's nearly always the place we look first when looking to make improvements.
