Beyond the Hype: How AI Can Help You Personalise Member Education

In today's world, personalization is everything. Your members expect it from their streaming services and online shopping, so why should their professional development be any different? Creating personalized learning paths for members is one of the most powerful ways to improve member engagement and demonstrate the ongoing value of belonging to your association, as a perceived lack of value is a key reason for member churn.

But for a small team, the idea of creating unique educational journeys for hundreds or thousands of members can seem impossible. This is where Artificial Intelligence, when paired with the right association LMS, becomes a game-changer.
Here’s how you can move beyond the hype and use AI to deliver a truly personalized experience. ^[2]

The Foundation: Integrated Data

The key to personalization is data. Research consistently shows that a majority of consumers are more likely to buy from brands that offer personalized experiences.^[1] When you have an LMS with AMS integration, you create a powerful feedback loop.

Many associations use an AMS like Membes. Your Association Management System (AMS) knows who your members are—their job titles, their special interests, their seniority. Your Learning Management System (LMS) knows what they’ve learned and what content they’ve engaged with.

When these two systems talk to each other, you can start building a 360-degree view of each member.

AI as Your Recommendation Engine

Once you have that data, AI can act as a smart recommendation engine. Think of it like Netflix suggesting a new show you might like.

• Suggesting the Next Logical Course: If a member completes "Introduction to Project Management," the system can automatically recommend the more advanced "Agile Methodologies" course.
• Curating Content by Job Role: AI can identify all your members who are early-career professionals and suggest a learning path focused on foundational skills, while recommending strategic leadership content to senior executives.
• Identifying Knowledge Gaps: By analysing assessment results, AI can pinpoint common areas where members are struggling and suggest remedial content or supplementary resources to help them succeed.

The Result: A Stickier Membership

When members feel that their educational resources are tailored specifically to their needs and career goals, they are far more likely to engage. This data-driven approach transforms your LMS from a simple content library into a dynamic and responsive development tool.

It proves that you understand their challenges and are invested in their success. This deepens their connection to your association, making them more likely to renew their membership year after year.

Personalization isn't a futuristic dream; it's a practical strategy you can implement now to make your educational offerings more valuable, relevant, and engaging than ever before.

Want to learn how Intuto can help you create personalized learning journeys for your members? Let's talk. Schedule your free demo today.

References:
1. McKinsey & Company. (2021). The value of getting personalization right—or wrong—is multiplying. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying

2. Momentive Software. (2024). 2024 Association Trends Study Reveals Technology’s Transformational Impact on Associations & Member Loyalty.
https://www.communitybrands.com/company/news/2024-association-trends-study/