“Evolve or perish” has been the mantra of survival throughout history, but today, associations stand at a new crossroads. This time, evolution isn’t driven by nature—it’s being shaped by our own creation: generative artificial intelligence. As Gen AI tools like ChatGPT transform the way we work, learn, and engage, the instinct to view these changes as a threat is understandable. But for association executives, the —and the intentional shedding of certain outdated skills—is not a liability but an opportunity to amplify member value, streamline operations, and focus on what truly matters.

Learning From History

When was the last time you performed a complex calculation on paper? Probably not recently. In the 1970s, calculators rendered manual arithmetic largely obsolete, sparking fears about the decline of math skills. Yet, the adoption of calculators didn’t make us less capable—it freed us to focus on higher-order thinking, complex problem solving, and strategic decision making.

Similarly, the “Google effect” in the early 2000s revolutionized how we access and store information. Critics bemoaned the erosion of memory as search engines became our go-to resource for instant knowledge. Yet this shift enabled people to offload rote memorization, allowing greater focus on creativity, critical thinking, and applying knowledge effectively.

As association executives, you can apply these lessons to Gen AI. Losing certain skills to Gen AI—content drafting, data analysis, member communication—is not a loss of capability but a shift toward leveraging human strengths like creativity, empathy, and leadership.

The ChatGPT Effect

The current wave of concern around Gen AI, often referred to as the “ChatGPT effect,” mirrors past apprehensions about technological advancement. For associations, this shift poses critical questions: Will the widespread use of Gen AI tools diminish the value of human contributions? Will staff, volunteers, even members lose touch with essential skills? These are valid concerns, but they miss the broader opportunity.

Consider areas like language translation. Historically, translators have relied on their deep understanding of culture, context, and nuance. Today, Gen AI tools can produce highly accurate translations in seconds, freeing professionals to focus on higher-value tasks like intercultural collaboration.

Similarly, areas like content creation—a cornerstone of association value—are being revolutionized by Gen AI. Tools like ChatGPT can draft articles, personalize member outreach, and generate marketing materials at scale. Rather than threatening the role of staff, these tools allow teams to redirect their energy toward crafting impactful messaging, developing innovative programs, and enhancing member connections.

Embracing Gen AI Leads to Association Success

Association executives are uniquely positioned to lead their organizations through this transformation by recognizing Gen AI as an enabler, not a threat. Here’s how to navigate this shift effectively:

1. Focus on strategic tasks.
   Like the calculator and search engine before it, Gen AI allows associations to automate time-consuming tasks such as scheduling, drafting, and basic data analysis. This enables staff to concentrate on strategic initiatives, member engagement, and crafting experiences that align with your mission.
2. Harness unique human skills.
   While Gen AI excels at processing and generating information, it cannot replicate human empathy, ethical judgment, or the understanding of members required to design transformative member programs. By emphasizing these irreplaceable qualities, associations can ensure their work remains meaningful and impactful.
3. Invest in skill evolution.
   Rather than fearing the loss of certain skills, focus on upskilling staff in areas where humans and Gen AI can collaborate effectively. For example, train staff and volunteers to refine AI-generated content, analyze AI-derived insights, and oversee AI-driven processes, ensuring alignment with your association’s strategic goals.

Leveraging Opportunities

It’s essential to recognize the legitimate challenges posed by Gen AI. Issues like misinformation, algorithmic bias, and the ethical use of member data demand careful oversight. Deploying AI tools without robust checks could lead to inaccuracies or unintended consequences, as seen when organizations like CNET faced backlash for publishing error-prone AI-generated articles.

To address these risks, association leaders should prioritize ethical governance and transparency. Establish clear policies for Gen AI usage, including guidelines on data privacy, bias mitigation, and quality assurance. Regularly review outcomes to refine processes and ensure tools are being used responsibly.

Case Studies: Gen AI Transforming Associations

Several associations among my are already using Gen AI to reimagine operations and deliver greater value to their members:

• Streamlining member communications. One association implemented Gen AI to personalize email campaigns, resulting in a 30-percent increase in open rates and a 20-percent boost in event registrations. By automating repetitive communication tasks, staff could focus on strategic outreach efforts.
• Enhancing learning experiences. Another association used Gen AI to develop personalized learning paths for members. By analyzing user data, the association tailored courses to individual needs, improving completion rates and member satisfaction.
• Improving advocacy efforts. A third organization leveraged Gen AI to analyze legislative data and craft tailored advocacy materials for policymakers. This enabled the team to act quickly on emerging issues, strengthening their influence and impact.
• Boosting operational efficiency. Finally, one association adopted Gen AI-powered chatbots to handle routine member inquiries, reducing response times by 50 percent and freeing staff to focus on more complex member needs.

A Call To Action for Association Executives

The integration of Gen AI into association operations isn’t just a technological upgrade—it’s a shift in mindset. Association executives must lead this evolution by embracing the opportunities Gen AI offers while addressing its challenges thoughtfully and strategically.

Gen AI enables associations to transcend limitations, focusing on their core mission of serving members and advancing industries. By shedding tasks that AI handles more efficiently, associations can double down on their strengths: fostering connections, driving innovation, and delivering meaningful impact. Far from being a threat, losing certain skills to Gen AI is a steppingstone toward a more capable, creative, and human-centered future.