AI Archives - Rottman Creative

Let’s be honest: Associations love to talk about their “stuff.”

They say things like:
“We have so many resources.”
“We have a ton of webinars, whitepapers, toolkits.”
“We have more stuff than anyone else.”

The message? Look at all the stuff we have.

But here’s the disconnection that’s costing you: your members don’t want your stuff. They want results. They want outcomes. And if AI gives them that faster, they’ll stop coming to you for it.

Members Aren’t Waiting Around Anymore

They don’t want to dig through your website. They don’t want to decode your benefits. They don’t want to read 12 promotional emails to telling them why they should care.

They want answers. They want solutions. They want clarity.

If your association makes them work for it—or costs them time—while ChatGPT, Perplexity, or some AI search assistant gives it to them instantly, you’re in trouble.

You’re Using AI to Save Time

They’re Using It to Replace You

Associations are (rightly) using AI to write emails, create content, summarize reports. But here’s the catch: most are using it just to crank out more of the same.

More transactional emails. More generic copy. More asks.

That’s not innovation. That’s noise. And it’s exactly the kind of noise your members are trying to escape.

Meanwhile, they’re using AI to:

Summarize your reports without reading them
Find targeted resources without logging in
Get answers to industry questions without ever visiting your site

In other words, they’re bypassing you.

Stop Talking About Your Stuff. Start Talking About Outcomes.

One of the biggest messaging problems we see:
Associations talk about what they offer—not what it delivers.
“Delivers” feels more active and outcome-driven.

You say:
“We have a robust online learning platform.”

But they want to know:
“Will this help me land a promotion?”
“Will this make me better at my job?”
“Will this help my business grow?”

If your messaging doesn’t answer those questions clearly and quickly, you’re just another tab to close.

Use AI for Your Members, Not at Them

AI can be an incredible tool for associations—but only if it’s used with intention.

Bad use of AI:

Spamming members with more promotional emails
Recycling website copy for yet another “networking opportunity” reminder
Auto-generating content that’s technically correct but emotionally flat

That’s the trap. Now, here’s how to use it well.

Smart use of AI:

Powering an AI chatbot to help members find the right resource, fast
Personalizing renewal campaigns based on engagement behavior
Serving up links to exactly what they’re asking for—when they ask for it

Want a real win? Build a bot that answers their question on your site in real time, instead of making them go on a scavenger hunt.

Make the Value Obvious—or Get Replaced

Here’s the bottom line: If a member has to choose between clicking through five dropdowns on your site, or typing a question into AI and getting a usable answer in seconds… they won’t choose you.

Not because they don’t care about your mission. But because they’re busy.

Associations that win in the age of AI will be the ones that:

Make value accessible
Translate offerings into outcomes
Use technology to serve, not spam

Final Thought: The Goal Isn’t “More.” It’s “Clearer.”

More emails, more stuff, more content—that’s not going to bring people back.

Clarity will. Relevance will. Outcomes will.

If you’re going to use AI, make sure it serves your members first. Because if AI can explain your value faster and clearer than you can… why would they keep paying you?

Want to turn your messaging into outcomes that matter?

Let’s help you stop flooding inboxes—and start driving real engagement. Contact us here.

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ARE YOUR MEMBERS TRULY ENGAGED?

NOT ANOTHER SNOOZELETTER.

Why the strongest event strategies in 2026 will be sharp, not broad.

2026 Will Reward the Bold

Your Post-Event Content Is a Conversion Tool. Use It Like One.

Chances are you’ve thought about the impact AI might have on your association this year, next year, in five years…There’s likely some apprehension as you wonder whether AI will replace your content, education, or other key offerings—at no cost to your potential membership base.

You’re right to be concerned. AI will no doubt get smarter, become even better at finding people’s pain points, and provide value you likely can’t even predict yet. But you also have a golden opportunity. You can embrace this new game-changing technology while you hone in on the unique value of your association.

The big question you’ll need to answer is this: Why would anyone pay your membership fees when they can access a universe of AI-driven value for free? The answer lies in the things AI can’t touch. Your community. Your advocacy. Your people.

Finding the “Almost”

AI will provide almost everything that your association can. Even today, it’s pretty good at content generation, data analysis, and education. If all you bring to the table is AI-level service with a “human-made” tag, you are already obsolete.

So, what about that elusive “almost”? When AI tools and resources mirror everything you do—only faster—will your members still see your worth? Can you define your value in that sliver of “almost”?

If you can’t answer these questions with a confident “YES!”, then you’re right to be concerned. It’s time to get ready.

How to Be Proactive

First, stop viewing AI as a handover to robots to ease your workload, and start leveraging AI to deliver unique value to your members. Position your association to embrace AI, not compete against it.

You might think, “Here we go with another tech panic.” You’re right to a degree. Apps and social media were hailed as member engagement godsends, and yes, they had their moments, but they didn’t shift the tectonic plates. Conference apps? Usually downloaded in a hurry.

Social media was once labeled the “email killer,” but now more emails are sent than ever before (not that this is a good thing).

The real power lies in leveraging AI to serve your members in ways you never could before. AI can help your association better understand your audience, refine event offerings, improve your administration, track and enhance your marketing efforts, build smarter chatbots, create better content, and so much more. Don’t compete—let AI amplify the human value of your association. This is how you stay ahead and lead, not just survive, in the age of AI.

Broadcast Your Unique Value

To successfully coexist with AI, you’ll need to know and articulate your association’s value. What is your unique edge? What does your association offer that AI can’t touch? Consider your advocacy, community, and connectivity. Now think harder. How strong will your community be in five years if AI makes LinkedIn even more powerful? If AI delivers education, expertise, content, and data crunching as good or better than your association, what’s left for you to do? If your members don’t see your value, it’s game over. Your value proposition must be ironclad. It isn’t just a statement—it’s your most powerful asset. Once you figure it out, shout it from the rooftops.

Pillars of Your AI Strategy

The next step is to amplify what makes your association irreplaceable—your brand, your voice, your tight-knit community. Strengthen your story, build your community, and clarify your advocacy. These are your pillars.

Let’s get tactical. Here’s how to bolster your foundation while thinking strategically:

Website: Overhaul your user interface. Think clean, intuitive, and lightning-fast. Simplicity outperforms an over-designed labyrinth. Consider an AI chatbot instead of a search bar.

Research: Conduct deep analytics to understand your members. How do people engage with your content? Which platforms and formats do they flock to? Can you prove your value objectively to justify your dues to the person writing the check?

Content: Create unique, helpful content that addresses member pain points and current or future industry trends. Make it scannable, digestible, impactful, and actionable to deliver maximum value.

Behavior: Recognize the seismic shifts in event registration behavior. Enter The 40-Day Dash—our tailored program acknowledging the last-minute registration frenzy. Get ahead of this curve and you won’t just survive; you’ll thrive.

The Here and Now

Don’t panic. But don’t stand still either. AI is here and it’s only going to get better and more powerful. Now is the time to find ways to move forward alongside AI while still enrolling prospects and renewing members. Expect some bumps along the way, and sure, your numbers might take a hit. But keep your focus razor-sharp on your core value for lasting success.

Future-Proof Your Association

It’s time to define what makes you irreplaceable. Let’s dive in, refine, and proclaim the “almost” into something powerful to futureproof your association.

Need to talk? Contact us today.

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ARE YOUR MEMBERS TRULY ENGAGED?

NOT ANOTHER SNOOZELETTER.