The Three AI Use Cases Every Association Should Plan For

Every organization needs a clear, future-ready AI strategy — one that serves members, prospects, and staff in distinct, connected ways.

At Betty, we’ve seen that the associations getting the highest ROI from AI are the ones planning for three core use cases: Member, Public, and Internal Staff assistants.

Each one plays a unique role: helping members put their benefits into action, creating a safe space for staff to explore AI with your knowledge base behind it, and offering the public an engaging, conversational front door to your mission.

This guide breaks down what each instance does, why it matters, and how together they create a powerful, integrated AI ecosystem for your organization.

1. Member - Facing AI: Turning Member Benefits into Action

Most associations offer incredible benefits — certifications, standards, publications, discounts, webinars, courses, advocacy, job boards, mentoring programs, and more.

But there’s a universal challenge:

• Members don’t know what they have, or how to use it.
• Staff can’t manually guide thousands of people through personalized benefit pathways.

A member-facing AI assistant solves this by turning benefits into real action for each individual.

How Member AI Puts Benefits Into Action

A high-performing Member instance goes far beyond answering questions — it proactively activates benefits by translating offerings into personalized, step-by-step outcomes.

Real-World Impact: From Information to Action

INS’s Ivy shows this clearly:

“INS members using Ivy can verify protocols bedside instead of searching documents.”

Members get immediate, expert-level answers straight from trusted INS content — improving confidence and cutting search time dramatically. Ivy’s usage data has also helped INS identify recurring member needs and guide targeted content development.

MRAA’s AIMIE demonstrates similar value:

“AIMIE provides 24/7 access to industry content, integrated directly into their website and member portal.”

Members no longer wait for staff availability. They get answers instantly, whenever they need them.

Personalized Benefit Recommendations

Instead of overwhelming members with a long list of offerings, the assistant asks clarifying questions like:

“Are you preparing for certification?”
“What’s your role and experience level?”
“Are you attending any upcoming events?”

Then it connects benefits directly to the member’s situation:

• “Based on your goals, here are three learning modules you can complete this week.”
• “Your membership includes free access to this standard — here’s how to get it.”

Helping Members Accomplish Specific Tasks

The assistant doesn’t just provide links — it produces outcomes:

• A study plan
• A conference agenda
• A renewal justification letter
• A certification prep checklist
• A summary of an article
• Recommended committees or volunteer pathways

Bringing Hidden or Underused Benefits to the Surface

Most associations report 30–70% benefit underutilization.

A Betty Member instance surfaces benefits members didn’t know they had:

• “You have a member discount for this event.”
• “Your membership includes free CE content.”
• “Here’s your members-only resource library.”

Explaining Value in Human Terms

AI translates benefits into practical meaning:

• “Since you mentioned job searching — your résumé review benefit could help.”
• “As someone new to the profession, here are your top three resources.”

Driving Higher Renewal Likelihood

When members use what they pay for, they renew.
A member assistant ensures benefits feel immediately relevant and actionable — not theoretical.

In short: A Member AI assistant turns benefits into outcomes.

2. Public-Facing AI: Your Digital Front Door for Prospects, Industry & Community

A public-facing assistant serves as the first touchpoint for prospective members, vendors, media, students, and the broader public.

It doesn’t access member-only content.
It focuses on conversion, clarity, and pathways into your organization.

What a Public Assistant Should Do

• Explain membership types & pricing
• Recommend which membership is right for a prospect
• Help vendors understand advertising, sponsorship, or exhibitor opportunities
• Provide career or academic guidance
• Boost SEO by serving as an indexable Q&A engine

Driving Growth and Conversion

ISA’s Mimo is a standout example:

“Mimo answered 4,000 questions in its first month (usually 500–600). Sold 13 memberships ($19K) in its first four months. Roughly 20% of nonmember interactions led to the ‘Join ISA’ page.”

NSTA’s Atom delivered similarly strong results:

“A 35% drop in Zendesk tickets in three months. 2,000+ questions answered. Directly sold 4 memberships by prompting users to join.”

Public assistants turn curiosity into engagement — and engagement into new members.

3. Internal Staff AI: The Engine for Operational Efficiency

Internal assistants deliver some of the highest ROI across the Betty network by helping staff:

• Find internal knowledge instantly
• Standardize communications
• Automate repetitive tasks
• Streamline onboarding and training
• Free capacity for high-value work

Operational Efficiency in Action

Organizations are already using internal assistants to replace scattered folders, outdated SOPs, and staff knowledge silos.

From INSIGHTS Live:

“Staff-only Betty instances for HR resources, onboarding, and internal training are helping organizations centralize knowledge and streamline processes.”

AGB’s Board Bot is a prime example:

“AGB staff… use Board Bot to quickly identify resources for members, freeing up time for other responsibilities.”

Internal assistants are quickly becoming the backbone of association operations.

A Safe, Guided Space for Users to Explore AI — With Your Knowledge Behind It

Whether Member-facing or Internal, a Betty assistant provides a trusted, guided environment where users can explore AI safely and confidently.

Safe Exploration With Organizational Guardrails

Generic AI tools can be risky — wrong answers, irrelevant advice, or data exposure.

A Betty instance prevents this by grounding every answer in:

• Your verified content
• Your tone
• Your governance rules
• Your workflows

Tailored to Specific Audiences

Each instance is tuned to its user group:

• Members: benefit activation, certification guidance, event support
• Public: conversion-focused answers leading to membership or event reg
• Staff: internal knowledge retrieval and task automation

Guided Help to Produce Better Outcomes

Betty doesn’t just respond — it leads users toward clarity and action:

• Asking clarifying questions
• Recommending next steps
• Producing checklists, plans, outlines, drafts

It behaves not like a search bar, but a coach:
“Tell me your goal, and I’ll walk you through it.”

Continuous Improvement in Action

INSIGHTS Live discussions highlight how organizations refine their assistants:

“Clients use chat logs, thumbs down, and unanswered questions to fine-tune weekly. This ensures members always receive relevant, refined info.”

ASNT’s approach shows the power of multi-instance ecosystems — public, member, internal, and education-focused assistants working together.

Beyond the Core 3: Emerging Betty Use Cases for Members & Industry

As associations get more sophisticated, they are exploring specialized assistants that extend value, monetize knowledge, and deepen engagement:

• Study Buddy Betty — guides learners through coursework, standards, or prep material.
• Certification Betty — supports candidates preparing for exams or maintaining credentials.
• Buyers Guide Betty — helps members or industry professionals discover suppliers, products, or vendors quickly.

These extensions expand your AI ecosystem while remaining true to your mission and audience needs.

Why You Should Plan for All Three — Not Just One

The three core instances work best as a system:

Together, they create a scalable, sustainable, human-centered digital ecosystem.

As one organization shared:

“BeccaBot has cut call volume by 36%, freeing staff for higher-value work and flagging confusing processes in real time.”

Where to Start

If you’re building your 2025–2026 AI roadmap:

1. Member Assistant — activate benefits & boost renewal likelihood
2. Public Assistant — attract prospects & convert interest
3. Internal Assistant — centralize knowledge & supercharge operations

Each layer increases the value and reach of the others.

Final Thoughts

AI isn’t replacing association staff — it’s amplifying them.

INSIGHTS Live leaders often summarize it best:

“Small team, big impact — many organizations run their AI with a single staff lead and SMEs. Platform integrations make assistants easy to access and widely adopted.”

And the long-term vision is clear:

“Associations that get ahead on AI today will define their industries tomorrow.”

Every organization deserves an AI ecosystem that supports:

• Members
• Prospects
• Staff

And Betty is here to help you build exactly that.