As the Director of Customer Growth at Betty, I’m excited to share how we’re transforming the member experience for associations with our intelligent, AI-powered solutions. At Betty, our mission is to help associations harness the full potential of artificial intelligence to create meaningful, lasting growth for their membership. We understand that the landscape of member engagement is rapidly evolving, and associations need to stay ahead of the curve by adopting new technologies and strategies that truly resonate with their members. 

AI as the Catalyst for Member Growth 

Effective member growth goes beyond recruitment—it’s about building long-term relationships that foster advocacy and retention. AI transforms how associations manage these relationships by analyzing member behavior and delivering personalized insights. 

The Marine Retailers Association of the Americas (MRAA) demonstrates the power of AI in enhancing engagement. MRAA created AIMIE, their AI-powered assistant as a members-only offering. In just 30 days, AIMIE, facilitated over 700 conversations, providing members with instant access to key resources. Beyond the instant value members receive by interacting with AIMIE, MRAA is able to analyze these interactions and use insights from member conversations to shape programming that aligns with their members’ evolving needs, strengthening the value of membership. 

Meeting Members Where They Are 

Modern members expect seamless, real-time engagement across multiple platforms. AI tools allow associations to meet members where and how they prefer to interact, whether that’s on websites, portals, or mobile devices, and in English, Spanish, Dutch, or Japanese. 

The International Society of Automation (ISA) deployed Mimo, an AI-powered knowledge assistant, to transform content accessibility. Within its first month, Mimo answered over 3,800 inquiries across eight languages, ensuring that members worldwide could easily access ISA’s vast library of technical content. This innovation has significantly enhanced the global member experience, positioning ISA as a leader in digital transformation. 

Responding to Member’s Unique Needs  

Understanding and optimizing the member journey is essential to long-term growth. AI tools help associations identify pain points and opportunities, ensuring that every interaction adds value. 

The Infusion Nurses Society (INS) identified a critical problem among their members: getting timely answers to clinical questions at the point of care. In response to this need, INS implemented Ivy, an AI assistant designed to answer clinical questions in real time. Since launch, Ivy has responded to over 3,500 clinical inquiries, giving nurses the confidence to provide safe and effective care. This tool has not only enhanced the member experience but also provided INS with valuable data to guide the development of future educational content. 

Empowering Growth Teams through Automation and Insights 

AI tools also enable associations to enhance operational efficiency by automating repetitive tasks and providing actionable insights. This allows growth teams to focus on strategic initiatives that foster stronger relationships with members. 

The Missouri State Teachers Association (MSTA) illustrates the efficiency AI can deliver through Tillie, an AI-powered assistant for educators. Tillie answers questions about state policies, district regulations, and instructional methods, reducing the administrative workloads of MSTA staff and allowing teachers to concentrate on their classrooms. This innovation highlights how AI can free up resources, empowering teams to focus on activities that add the most value to their communities. 

The Future of Member Engagement 

Looking ahead, AI’s ability to deliver hyper-personalized, real-time interactions will continue to shape the future of member engagement. Innovations like multilingual support and AI-driven insights offer associations new ways to connect with members and meet their unique needs. 

By leveraging these emerging technologies, associations can stay ahead of member expectations, creating experiences that foster loyalty and differentiation in an increasingly competitive landscape. Whether through smarter content access, seamless service, or optimized workflows, AI provides the tools associations need to thrive. 

Associations like MRAA, ISA, INS, and MSTA are already seeing the transformative impact of AI on their member engagement strategies. At Betty, we are committed to helping associations unlock new growth opportunities through AI-powered solutions. 

Explore how our tools can elevate your member experience and help you build lasting, meaningful connections. Let’s work together to take your engagement strategy to the next level!