In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Jen O’Brien, Director of Research and Innovation at the American Marketing Association (AMA), to unpack the newly released Future Trends in Marketing Report—and what it means for association marketers navigating rapid change.

With AI reshaping how work gets done, how audiences discover brands, and how trust is built, this conversation moves beyond hype to focus on practical, long-term implications. Jen shares how AMA approached foresight-driven research, why a 5–10 year lens matters right now, and how associations can better support professionals through disruption, skill shifts, and evolving career paths.

🎧 Whether you lead marketing, communications, membership, or strategy, this episode offers clear insight into what’s changing—and how associations can stay relevant, trusted, and future-ready.

Key Highlights

Why AMA Built a Future Trends Report (Without an Agenda): Jen explains why AMA wanted to create a marketer-centered trends report—free from vendor bias—and how foresight research helps professionals prepare rather than react.

The Age of Autonomous Agents: What happens when AI moves from “tool” to “teammate”? Jen breaks down how autonomous agents are changing both consumer discovery and internal marketing workflows.

From Search to Discovery: Traditional SEO isn’t enough anymore. Learn why associations must think about social-first content, answer engine optimization, and visibility inside AI-driven environments.

Trust in a Fragmented World: With declining trust across institutions, Jen shares why associations can’t take credibility for granted—and how a single misstep can undo decades of goodwill.

The Rise of the Liquid Workforce: Portfolio careers, freelance talent, and AI-assisted work are reshaping teams. What association leaders should consider when structuring, supporting, and retaining marketing talent.

Sustainability Without Greenwashing—or Greenhushing: Why sustainability remains an innovation imperative, how to stay authentic in polarized environments, and what associations can learn from brands navigating public pressure.

Preparing Professionals for What’s Next: From skill disruption to career pathways, Jen outlines the unique role associations can play in helping workers adapt, reskill, and maintain dignity through change.

Resources: Download your copy of AMA’s 2026 Future Trends in Marketing Report today: https://resources.ama.org/2026-trends-report-nm 

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Coming Soon: More conversations with association professionals and leaders sharing the trends, shifts, and insights shaping the future of associations—and what it takes to stay relevant, resilient, and member-focused in a rapidly changing world. Stay tuned.