If artificial intelligence offers instant, conversational answers, how can associations maintain their role as trusted sources of expertise?AI helps people save time and find information more quickly, and it’s changing the way we use the internet. Now, seeking information can be more like having a conversation with an expert. Instead of Googling something, you can ask ChatGPT a question, get an answer, and ask follow-up questions to drill down deeper. While it’s exciting that this technology allows us to conversationally get answers without sorting through search results, it also presents a problem for associations. If it’s easier for someone to ask AI a question and get an immediate answer, will they still come to your association for information? Many content marketers and SEO experts are already exploring this question. In a world where people use AI chatbots instead of doing a traditional search — and where search engines increasingly deliver AI overviews (AIO) — how do we draw people to our resources and help our organizations stand out? Leveraging Unique Knowledge and Expertise The good news is associations can lean into what they already do well: thought leadership, knowledge sharing, and human connection. AI models like ChatGPT are powerful tools, but they’re limited to publicly available data. “AI is trained on pretty much all of the world’s publicly available web content,” says Higher Logic CEO Rob Wenger. “But it can’t really get any smarter without humans. It’s not doing research. It doesn’t have lived experience or think outside the box. So, what happens when you have a question and the answer hasn’t been recorded anywhere on the internet yet? That type of information is in the brain of a human somewhere.” Associations have access to a wealth of specialized knowledge and member expertise that standard AI tools just don’t. If your organization hasn’t already, it’s important to fully embrace and cultivate this type of value. Creating Connection and Controlling Your Content In this landscape, online communities are going to become more important than ever for two main reasons. They provide a trusted space for people to connect. A recent study conducted by The Verge, Vox Media’s Insights and Research team, and Two Cents Insights found that “power is shifting back to consumers … [and] consumers crave community, but on their own terms — seeking deeper, more meaningful connections with those who truly matter.” Legacy platforms like traditional search and social media are losing people’s confidence. Users are moving to smaller online spaces where they can engage with content and discussions they trust. They’re a source of original, relevant content. An increasing amount of AI-generated content is contributing to stagnation in originality and ingenuity. However, in online communities, members have daily conversations about highly relevant industry information and collectively problem solve new issues. That’s hundreds of thousands of original pieces of content — generated entirely by your members. These conversations are gold, providing value that can’t be replaced by AI. Online community functionality also helps associations control their content and protect member data. Whether your community has discussions, a job board, or a resource library, you decide what’s public (and indexable by AI tools) and what’s behind a login. Strategically Increasing Value Though there’s a challenge presented by AI search and summaries, associations also have an opportunity to use AI and automation to increase their relevancy and value. Here are two powerful ways to do this: Integrate AI-powered search into your online community to help members find answers quickly. By doing this, your members have access to the same convenience of a chatbot like ChatGPT, but better. It can leverage all the specialized knowledge from your community and members can quickly find the most pertinent discussions, resources, and expert insights, enhancing their overall user experience. And if the answer to their question doesn’t exist yet, they’re already in the community, so they can ask their peers! Use your member data to provide personalized value. All those conversations in your online community give you insights into what matters to members. Use these insights (and community and marketing automation) to deliver content and recommendations that resonate specifically with each member. This keeps members engaged and demonstrates another value associations are uniquely suited to provide: resources and information curated to their needs. Get Your Foot in the Door Now AI is changing the way people search for information and interact with organizations. “There’s a window in probably the next few years where we need to act,” says Wenger. “Establish yourself as the go-to resource for your audience now. Because if people get in the habit of going to AI for answers and stop coming to you, it will be harder to get them back. If you don’t have a space for members to engage in meaningful conversations and generate all this valuable content, this window of opportunity is going to pass you by.”