Understanding your members shouldn’t feel like detective work — and it shouldn’t require stitching together half a dozen dashboards just to guess what matters. In this fireside chat, we take a practical look at how membership teams can move beyond scattered data and start gaining real clarity about member and prospect behavior. Not with more reports, but with better signals and smarter interpretation.

We explore how AI is beginning to change the way teams understand engagement — not in a futuristic, buzzword-driven way, but in practical applications that support everyday decisions.

In this session, we break down what it takes to:

• Move from disconnected data points to a clearer picture of member behavior and intent
• Identify who actually needs attention right now — and why
• Understand where AI is helping membership teams today, and where it still falls short
• Shift from static insights to signals that reflect real-time changes in engagement

Through a short idea-sparking presentation and an open peer discussion, the conversation focuses on what’s working, what isn’t, and how teams are realistically thinking about AI as part of their membership strategy.

You’ll come away with clearer ways to think about insight, focus, and engagement — and a better sense of how AI can support membership teams without replacing the human side of the work.