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Member insight alert: PARN research shows a widening gap between the provision of AI guidance and member demand.
In our previous explorations of the Professional Associations Research Network (PARN)'s How Professional Bodies Utilise AI report – proudly sponsored by Cantarus – we examined the internal adoption of AI and the emerging gaps in implementation. Today, we turn our attention to the most critical stakeholder in this equation – the member, with research showing a widening gap between how professional bodies are approaching AI and what members expect from them.
For professional bodies, the question is no longer if they should adopt AI, but how they can support their community through the transition and help them to avoid strategic risk. According to groundbreaking research from PARN, professional bodies may be significantly underestimating what their members expect from them regarding AI support and guidance.
The report uncovers a stark disparity between the support currently provided and the leadership members are actively seeking.
One of the most telling statistics from the research is that while only 13% of professional bodies have issued AI guidelines or policies to their members, a striking 64% of members want their professional body to regulate the use of AI within their profession.
This gap suggests that while associations are cautious, members are looking for immediate guardrails. They want their professional bodies to serve as a guidance hub, incorporating AI use (and misuse) into ethical codes, CPD requirements, and professional standards. Silence on this front is no longer an option; it’s clear that members require a regulatory framework to navigate this new landscape safely.
When asked specifically what support they need, members were pragmatic. They’re seeking actionable tools to help them do their jobs better.
The research highlights clear priorities for member support:
This desire for approved tools is particularly interesting for digital strategy. It indicates a hunger for a curated digital experience where members can access trusted, sector-specific AI solutions directly through their professional body, rather than navigating the open market alone.
The demand for training stems from a recognised skills gap. The report found that 79% of members feel they need additional knowledge and skills to use AI effectively.
The specific nature of this skills gap is technical – 88% of members are specifically seeking help with operating AI tools, while 70% want guidance on AI ethics and governance.
Perhaps the most significant finding for leadership teams is this: 61% of members believe their professional body should drive AI integration into their profession or sector.
This is a powerful mandate. It’s clear that members don’t want their associations to be passive observers or to merely "resist" the technology (only 11% favoured resistance) – they view their professional body as the rightful entity to lead the charge, shaping how AI transforms their industry.
Despite the urgent need for upskilling, the mood among members is not one of fear, but of pragmatism.
The report reveals that while 70% of members believe AI will change the nature of their jobs, only 27% fear job displacement. Conversely, 36% anticipate that AI will actually drive new job opportunities.
This suggests that members see AI as a tool for evolution, not extinction. They are ready to adapt, but they need their professional bodies to provide the map.
For professional bodies, the message from this research is clear – the "wait and see" approach is insufficient. There is a clear mandate to take an active role in guiding AI adoption, providing the digital frameworks, training, and ethical guardrails members need.
At Cantarus, we see this as a unique opportunity for associations to enhance their value propositions. By becoming the hub for approved AI tools and best practice, professional bodies can cement their relevance for the next generation of professionals.
Part of Cantarus’ AI for Professional Bodies series, exploring adoption, ethics, and community impact.
Earlier in this series:
Download the full PARN report to benchmark your approach against sector leaders.