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As AI continues to shape how organisations communicate, membership bodies are facing an important challenge – how do you create genuine human connection in a digital-first world?
That question sat at the centre of a panel session at the 2026 Memcom conference, where Cantarus CEO, Lee Adams, joined other sector leaders to discuss community-building in the digital age and the growing tension between automation, personalisation and belonging.
For many organisations, digital engagement has become highly sophisticated. There are newsletters, webinars, online learning platforms, social media channels, and member portals all designed to keep audiences informed and connected. But as the panel discussed, communication alone doesn’t create community.
A member might open every email you send, regularly attend your events and visit your website, yet still feel disconnected from your organisation. Engagement data can tell you what members are doing, but not necessarily how they feel.
That emotional connection – feeling recognised, understood and valued – is becoming one of the strongest indicators of long-term engagement.
The session explored how numerous organisations still rely on surface-level performance indicators like:
While these metrics are certainly useful, they’re also limited.
That’s why more organisations are beginning to focus on sentiment, feedback and behavioural insight to better understand the member experience as a whole, rather than measuring isolated interactions.
Another key theme from the session was how dramatically expectations around digital experiences have changed over the last few years.
Members no longer compare their experience solely with other associations or professional bodies. They compare it with the personalised digital experiences they receive every day from platforms like Netflix, Amazon and Spotify.
Members now expect digital journeys that feel straightforward and relevant to them. They want content they actually care about, recommendations that make sense and experiences that don’t feel generic.
This is where AI and smarter use of data can start to deliver value. Used well, AI can help organisations identify disengagement earlier, recommend more relevant content, and better understand behaviour across large member bases.
At the same time, the panel stressed that technology should support human connection, not replace it.
Before organisations rush into ambitious AI transformation projects, many still need to focus on the fundamentals – improving data quality, connecting systems and building a clearer understanding of what members actually value.
The discussion repeatedly returned to something membership organisations have always done well – bringing people together around shared identity, learning and professional belonging.
Despite being constantly connected online, many people are still isolated. Membership bodies are uniquely positioned to counter that by creating spaces where people feel supported, included and part of a wider community.
Digital platforms play an important role in that experience, but they shouldn’t replace human interaction. The most effective digital experiences are those that strengthen relationships among events, conversations and communities – not simply broadcast information.
One idea that stood out from the session was the concept put forward by Lee Adams of “community-enabled content”. Rather than simply publishing articles or webinars for passive consumption, organisations should consider how content can encourage participation through discussion, contribution, and shared learning.
That shift from audience to community is where many organisations are now focusing their attention.
The session ended on an optimistic note. While automation will undoubtedly change the way organisations communicate, human connection may become more valuable than ever.
For membership organisations, community remains their greatest strength. The challenge now is finding the right balance – using digital tools to create more relevant, personalised experiences while ensuring those experiences still feel authentic, inclusive and deeply human.
From strategy and personalisation to platforms and digital experience design, we help membership organisations build stronger communities through connected digital experiences.