The Associations Matter Monthly Poll – May 2023 Results

The May 2023 Associations Matter Poll examined associations’ familiarity with the current artificial intelligence (AI) applications, and the impacts of AI both on their own association, and in the sector more broadly.

Almost two in five participants have some knowledge of AI, saying they were either very familiar (6%), or somewhat familiar (53%) with current applications of AI. Few have no knowledge at all, and three in 10 rate themselves as not very familiar.

Positively, over two thirds of respondents are optimistic about the impacts of AI applications on their associations, with the majority believing it provides opportunities to automate routine tasks and improve operational efficiency, thus reducing overheads and increasing productivity. Most also expect generative AI to help increase member engagement through personalisation and will also provide better data analysis capabilities.

While few participants think there will be negative impacts on the sector or their association, around a quarter are concerned about the risks associated with the use of AI applications on protecting member data and personal information and have concerns about the “lack of regulation” and “privacy and copyright issues”. Some raised concerns that associations lack the “digital knowledge and in many cases the intent required to capitalise on the potential of AI systems”, because they have traditionally been reluctant to invest in the technologies and skillsets required to harness the full possibilities of any new technology or application, saying “the sector does not properly capitalise on automation that has been available for 10+ years”.

Further analysis of the verbatim comments also shows that many believe applications like ChatGPT are very useful in helping to create content, craft marketing messages, and generate ideas, with comments that “it is already helping us be more creative by challenging our thinking”. Others said associations must adopt AI regardless, because “it's obvious that AI is part of the future… we need to remember, change always happens and the businesses and associations that do not embrace change will be left behind, like it or not”.

Overall, these results point to a sector that is aware of the rise of AI, and cautiously optimistic about its ability to enhance and improve associations’ capabilities, if it is harnessed and used appropriately.

“AI will change the nature of our offerings from the provision of routine assistance on compliance and business processes to those that deliver relationship value.” CEO, Industry Body

About the Associations Matter Monthly Poll

The Associations Matter Monthly Poll is an initiative by AuSAE and Survey Matters. We think it's important to stay up to date with the latest trends, challenges, and opportunities facing associations. The Associations Matter Monthly Poll aims to provide insights into the thoughts and opinions of association leaders, giving them a better understanding of how others are responding to current situations and developments. The Associations Matter Monthly Poll is conducted by Survey Matters, experts in association and membership research.

Thanks to everyone who contributed to the Associations Matter May 2023 Poll. You can register to receive future polls here. The June 2023 Poll will be launched on June 9 2023.