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Contextual changes and demographic factors are threatening societies and membership organisations' ability to fulfil their missions. To remain relevant, societies need to break away from the status quo and redefine at a strategic level how they will meet their own and their members' objectives. In a world where technology has transformed user expectations, societies need to evolve into data-driven organisations that deliver member-centred products. This talk will show how societies can harness AI on this journey, in particular to increase member engagement and generate new revenue streams.