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Preconference

May 27, 2026

Enhance your MMC+Tech experience with our special 2‑for‑1 pre‑conference offer. Register for one session and receive complimentary access to the second, giving you twice the strategy and connection on day one! 

Separate registration required 🎟️

Skills for the Association Marketing Teams of the Future

10:00 – 11:30 am
Room: 145AB

AI is forcing marketing leaders to rethink how marketing teams are structured, which roles create value, and what skills leaders should be hiring for and developing. The World Economic Forum estimates that two-fifths (39%) of workers’ existing skill sets will be outdated by 2030. The percent of skills that become outdated will be much higher in marketing.

AI is forcing marketing leaders to rethink how marketing teams are structured, which roles create value, and what skills leaders should be hiring for and developing. The World Economic Forum estimates that two-fifths (39%) of workers’ existing skill sets will be outdated by 2030. The percent of skills that become outdated will be much higher in marketing, which is one of the professions most vulnerable to AI disruption, according to the latest studies by Microsoft and Stanford.

This 90-minute immersive workshop gives you a structured way to assess how prepared your team is for the next wave of change. Drawing on original, not-yet-released research from the American Marketing Association, you will explore emerging job trends, shifting skill demands, and structural changes affecting marketing functions.

Through guided exercises, peer discussion, and a practical diagnostic process, you will assess your team’s future readiness, identify skill and structure gaps, and examine common AI adoption patterns emerging within marketing and membership teams.

You will leave with a future-ready rubric, a practical AI adoption diagnostic, and concrete action steps tailored to the realities of association environments, including small teams and constrained budgets.

Learning Outcomes

  • Diagnose AI adoption patterns within their teams and implement leadership interventions that promote sustainable, high-quality AI integration.
  • Analyze emerging shifts in marketing and membership roles using current research data and apply those insights to their association context.
  • Assess their team’s future readiness using a structured rubric and identify priority capability gaps.

Knowledge Level: Level 2- Advanced
Primary Topic Area: Marketing Technology (MarTech) (D3)

Build Your AI Toolkit: Hands-On Solutions for Membership Challenges

1:00 – 5:00 pm
Room: 147ABC

In this highly interactive workshop, gain practical, hands-on experience building AI-powered tools you can use immediately at your organization. Over four hours, you will learn a repeatable framework for applying AI to real membership challenges—then put it into action by building two functional tools guided directly from the main stage.

This facilitator-supported experience ensures you move step-by-step through the same two use cases:

  • Personalized Renewal Outreach – Create tailored renewal messages based on member engagement history.
  • Member Inquiry Triage Bot – Automatically classify and route incoming member questions.

You will also receive templates, sample data, guides to additional use cases, and access to continued learning resources. You will leave not only with new skills, but with AI tools already built and ready to use.

Learning Outcomes

By the end of this session, you will be able to:

  • Apply a repeatable AI problem-solvingframework
    Identify a membership challenge, define the workflow, select the right AI approach, and translate organizational needs into effective AI prompts and tool design.
  • Build and implement two functional AI tools
    A Personalized Renewal Outreach tool that generates customized renewal emails based on member engagement patterns, and a Member Inquiry Triage Bot that classifies incoming questions and routes them to the appropriate team or system.
  • Evaluate and refine AI outputs for accuracy and alignment
    Use prompting strategies, sample data, and iteration techniques to improve tool performance and ensure responsible use.
  • Continue developing AI proficiency post-conference
    Access curated learning resources, tools, and follow-up content to support ongoing growth and implementation within your organization.

Knowledge Level: Level 2- Advanced
Primary Topic Area: Member Service & Retention (D6) (D1)