Most associations are asking the wrong question about AI.
The conversation has been about tools—what to adopt, what to implement, how to stay ahead. But the bigger shift is happening underneath all of that: AI is fundamentally reshaping jobs, skills, and career paths across every industry. And members are looking to their associations to help them make sense of it.
In this episode of Association Amplified LIVE, we’re starting with that harder question—and what associations can actually do about it.
Joining Us for the Conversation:
Jen O’Brien is the Director for Research and Innovation at the American Marketing Association, where she leads original research on the current and future marketing landscape. Her expertise spans strategic foresight, mixed-methods research, and human-centered design—and her work centers on helping businesses, teams, and professionals prepare for the changes AI is already bringing, from reskilling workers to rethinking how teams are structured and how work gets done.
What We’ll Explore:
- The bigger shift underneath all the AI noise—and why associations should be paying attention to it
- Where the real disconnect is between what jobs now require and what professionals think they should focus on
- What responsibility associations have in helping members understand and navigate workforce change
- Where to actually start if you want to be proactive—not just reactive—about AI
- The one move associations should prioritize right now to stay relevant as AI reshapes the industry
Come ready with your questions—there’s time set aside for audience Q&A.
