A big factor in retaining members in your association is anticipating a decision to renew or lapse based on their engagement level. While modern membership management and AMS systems will typically provide good member loyalty indicators using engagement scoring metrics and reporting, AI takes this to a new level. AI built on Large Language Models can surface additional information about your members and provide action items to communicate personalized messaging to your members to peak their interest and increase engagement. Building custom AI agents using RAG (retrieval augmented generation) can enhance the level of understanding of members motivations and receptiveness to particular services, events, etc.

The question that Member Services and Marketing teams must consider is where does this level of customer knowledge and members’ personal information cross a line into data privacy concerns?

This I submit is a critical issue we all must address. The line between personalized service and data privacy is harder to distinguish in this new age of Artificial Intelligence. The key to healthy and trustworthy relationships with your members is transparency. Let your members know the technology tools you are using and ask their permission when collecting personal and behavior information – no matter what the tool.

Wayne T Brown

President

4Front Technologies