The 2025 digitalNow conference made one thing clear, the era of AI-driven innovation is here for associations. Nearly every session, hallway conversation, and exhibitor demo centered around how artificial intelligence can help organizations reimagine their operations and member experiences.
While generative AI continues to dominate headlines, the real impact lies in how associations are using predictive analytics, data integration, and structured content to unlock meaningful personalization and smarter decision-making.
Below, we’ve rounded up our top five takeaways from digitalNow 2025.
1. GenAI is not the only AI
While generative AI tools drew plenty of buzz, many of the most forward-thinking sessions focused on predictive analytics and machine learning. These technologies are helping associations leverage their existing data to:
- Predict member interests and retention.
- Optimize pricing models and benefits.
- Personalize experiences through data integration across systems.
CDS Global’s presentation stood out as a strong example, showcasing predictive use cases that turn raw data into actionable insights, allowing associations to anticipate member needs before they arise.
2. Personalization in Action: The AGU Model
Another great session came from Thad Lurie of the American Geophysical Union (AGU), who demonstrated how machine learning can drive authentic engagement.
AGU analyzed member data from profiles and interactions to create personalized experiences that connected users with others who shared similar research interests, potential collaborators, or reviewers. Once AGU made member profiles more visible and interactive, members began updating their own profiles more frequently, a key step toward deeper engagement.
3. Data Foundations Power Innovation
One of the biggest takeaways for Accella and its partners: structured data is the foundation of innovation.
Rapid prototyping and AI-driven experiences are only possible when organizations have strong data hygiene and flexible content systems in place. For 2026, we anticipate a strategic focus on:
- Building structured, connected content.
- Ensuring data readiness across systems.
- Using these foundations to iterate quickly on AI-driven member tools(in weeks, not months).
4. Prepare for the SEO to AEO/GEO Shift
While sessions on Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) were light, the topic sparked meaningful conversations at the Accella booth where Alyssa Hulka, Accella’s CXO, was providing on the fly AEO audits for association leaders interested in finding out where they stood with answer engine responses.
We observed a clear pattern: organizations already investing in SEO are best positioned for the next wave of search evolution. Those ignoring AEO risk falling behind as search engines become increasingly AI-driven.
The key message? Start now. Building visibility through SEO, AEO, and GEO ensures your content remains discoverable as AI-generated responses reshape how audiences find information online.
5. Rethinking Content Strategy and Access
A recurring challenge we heard from associations was around content access. Many organizations lock valuable resources behind member-only paywalls, often for legitimate reasons like lobbying sensitivities, but this also means that AI systems can’t “see” or learn from their expertise.
We urge associations to rethink their content strategies for 2026 by:
- Identifying what content can safely be made public.
- Ensuring their perspective and expertise are represented in generative AI outputs.
- Balancing member-only benefits with broader visibility goals.
By strategically exposing key insights, associations can ensure their voices influence the information landscape for their industries, including what policymakers, members, and the public encounter through AI-powered tools.
AI as an Enabler, Not a Replacement
The overarching theme from digitalNow 2025 was clear: AI isn’t just about automation, it’s about enablement.
From personalization and prediction to smarter content strategies and evolving search ecosystems, AI offers associations unprecedented opportunities to strengthen member relationships and accelerate innovation.
The roadmap for 2026 is about structured data, open yet strategic content sharing, and flexible systems that allow organizations to adapt quickly. Associations that invest in these foundations today will be the ones leading tomorrow’s digital transformation.
