Learning by Association
Learning by Association is a podcast that’s all about helping associations stay a step ahead with learning. Every two weeks, we dive into the role that learning plays in driving associations forward—from recruitment, retention and membership models to business strategy and more.
Learning by Association
Trusted AI for Associations: Turning Knowledge Into Real-Time Member Value With Rob Barnes and Andrea Holovach
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On this episode of Learning by Association, host Bill Sheehan sits down with Rob Barnes, chief executive officer and co-founder of Betty.ai, and Andrea Holovach, chief operations officer at the International Society of Automation (ISA), to explore how artificial intelligence is reshaping the association landscape.
Rob and Andrea share ISA’s journey of implementing AI through “MIMO,” a member-facing tool designed to unlock decades of trusted industry knowledge and deliver it in real time. They discuss how associations are uniquely positioned to lead in the age of generative AI—not just as content creators, but as trusted sources in a world increasingly filled with unreliable information.
The conversation dives into how AI can move associations beyond traditional search and static content toward dynamic, personalized knowledge experiences that meet members exactly where they are. They also explore the cultural shifts required to adopt AI successfully, including the importance of organizational alignment, trusted partnerships and the courage to experiment.
They also spoke about a few key topics, including:
- why associations are uniquely positioned to win in the age of generative AI
- how ISA increased engagement and surfaced hidden content through AI
- the shift from cohort-based personalization to real-time individual knowledge needs
- protecting intellectual property while expanding access to content
- how AI can break down organizational silos and unify the member experience
- the role of trust, governance and guardrails in successful AI adoption
- emerging opportunities for non-dues revenue through AI-powered content licensing
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