How can associations remain relevant and valuable in an AI-driven world? How do associations create new knowledge while serving as the second source of truth in a world when search is dominated by AI engines?

In this episode of Associations Thrive, host Joanna Pineda interviews Rob Wenger, CEO of Higher Logic. Rob discusses:

• Why people are prioritizing human connections over content at conferences, and how associations can support meaningful, year-round engagement.
• How Higher Logic’s Thrive platform integrates community, mentoring, volunteering, and marketing in a single ecosystem.
• Why virtual connections can be just as valuable as in-person ones, and how community platforms can reach younger and mid-career members who often don’t attend in person events.
• Why it’s a myth that trade associations can’t do online community due to competition, and what the data really shows.
• The existential threat to associations that delayed AI adoption creates, and why the window to act is closing fast.
• How Higher Logic is using AI and big data to automate over 200 types of marketing campaigns that associations often don’t have the resources to do.
• Why associations must become "the second answer engine" for their members when AI tools fall short.
• The role of associations in generating expert, original content that will feed and sustain AI innovation in the future.
• Rob’s journey from CTO to CEO, how he intentionally developed leadership traits over 20 years, and why he came out of retirement to lead Higher Logic again.

References:

• Higher Logic Website
• Higher Logic’s Thrive product
• Higher Logic’s 2024 Association Member Experience Report
• Higher Logic’s 2024 Association Email Benchmark Report