The AI Deception? Exposing the Truth About Your Next AMS
- Sep 18
- 5 min read
Updated: Nov 7
As a leader in the association sector, you understand that technology is crucial for maintaining relevance. However, with numerous platforms each promising to be the next big innovation, AI, how do you navigate the clutter?
Our recent analysis of AI in Association Management Software (AMS) aims to achieve precisely that: eliminate marketing buzz and provide you with clear, data-driven insights necessary for making an informed decision.
Artificial intelligence (AI) is rapidly becoming a crucial functional requirement in the AMS software market. AI appears to offer distinct benefits in terms of member retention, operational efficiency, and decision-making, making it an essential requirement for some executives. Nevertheless, despite the expected significant growth of AI in the AMS market, there is a discrepancy between the promises made by vendors and what is actually working in practice.
Only 18% of associations currently utilize AI capabilities, suggesting that for many organizations, advanced AI features remain a distinguishing factor rather than a standard feature.
We have identified several important insights about the AI landscape in AMS systems currently available in the market that will challenge your assumptions and equip you for the future.
Here is a concise summary of several questions covered in a new detailed report and executive summary available for Association executives regarding AI in the AMS Market.
What is the reality regarding tiers concerning AI capabilities in an AMS?
For years, the AMS market has been categorized into tiers according to an association's budget and complexity. However, our research indicates that these conventional classifications no longer effectively help us categorize a vendor's AI capabilities.
In fact, we discovered that in certain instances, some Tier 2 and Tier 3 vendors surpass their competitors in AI capabilities. For example:
ReadyMembership, one of our "AI Leaders", attained a top composite score in our analysis by creating a robust AI platform called ReadyIntelligence that competes with numerous enterprise systems. And, it can be utilized even without their entire AMS system.
Glue Up achieved "AI Performer" recognition by providing a robust AI platform that includes features such as predictive churn prevention and an AI-powered community. The innovative AI Copilot, offers associations powerful tools to streamline operations, enhance member engagement, and drive growth.
These two examples above, along with other aspiring AMS players like Membes, are a sample of the AMS players that demonstrate that innovation is not limited to higher price points or tiers to obtain AI capabilities.
Does Platform Advantage Truly Exist?
While some proprietary native vendors are leading with innovation such as ReadyMembership, our analysis does confirm that platform-based solutions built on Salesforce, Microsoft Dynamics 365, or NetSuite currently have a significant advantage. These solutions inherit the massive R&D investments of their underlying platforms. For instance, Salesforce has devoted $20 billion in R&D over the past seven years, while Microsoft plans to invest approximately $80 billion in AI-enabled data centers in fiscal 2025.
This enterprise-scale investment gives these platforms a substantial lead in AI functionality, from advanced predictive analytics to conversational AI agents. Solutions like Nimble AMS & Fonteva (Salesforce) and those built on Microsoft Dynamics 365 (like Cobalt,Altai, & Protech) benefit directly from these technological advancements.
How can you, as an association executive, ensure that your future AMS investment remains beneficial over the years?
Seek Evidence, Not Hopes
The final, and most crucial, insight is the gap between AI aspiration and actual implementation. Many vendors make big claims about AI but have limited production-ready features or publicly available evidence of customer success. Our methodology scores vendors on AI Strategy, AI Implementation Maturity, and Market Evidence, requiring verifiable proof of functionality and documented results.
For example, Nimble AMS reports that organizations using their AI tools see a 38% increase in decision-making speed and a 14% increase in sales conversions. These are the kinds of concrete, verifiable results you should be looking for when evaluating a vendor. But, is it real?
Ready to Navigate the Future?
Selecting an AMS today is as much a long-term strategic decision, if not more so. The wrong choice could lead to years of challenges, while the right one can position your organization for growth, member loyalty, and sustained success. Whether you're looking for an AMS that provides foundational automation or a system with cutting-edge AI, the key is to make an informed choice that aligns with your specific organizational needs.
If AI is a necessity for you, an AMS might not be the best choice. In the past, such a statement might have seemed outrageous, but that's no longer the case!
Request "The AI in AMS Market Report" for Association Leaders Now
To explore the potential of AI further and address more of these questions, we have conducted comprehensive research to deliver the answers to you.
Why? Initially, it started as an internal investigation, but after investing countless hours into this exploration, we felt compelled to share our insights. We are particularly enthusiastic about AI's potential and want the community to understand what is possible and be fully aware of what to expect. Hence, this report was created!
The complimentary report offers a detailed analysis intended to assist association executives in understanding the intricate world of AI-powered AMS solutions. It delivers factual, research-backed insights, aiming to bypass marketing hype and reveal the true capabilities of real-world AmoreI.
For further details, listen to our AI Assistant, Joleen, who will provide more information below about this report.
As Joleen previously stated, the report's deliverable encompasses:
An executive summary highlighting the key findings and strategic implications for association leaders.
A framework that organizes AMS options into tiers (Tier I, II, III, IV) to assist organizations in aligning with the most appropriate solutions.
A comprehensive three-dimensional assessment model utilized to objectively compare vendors based on AI Implementation Maturity, AI Strategic Vision, and Market Evidence.
A requirements framework detailing the basic, intermediate, and advanced AI features anticipated in contemporary AMS solutions.
A summary of AI capabilities for more than twenty vendors, highlighting key players in each category.
An analysis of essential market realities, highlighting the established platform advantage and the disruption of conventional tiers.
A concluding section offering strategic recommendations and essential implementation considerations for associations.
Fifty pages filled with valuable information to enhance your understanding of AI in the current AMS market.
This exclusive online report, "AI Executive Summary for Association Leaders," can be accessed at no cost by any verified association executive. Additionally, AMS software vendors can schedule a 20-minute consultation to discuss the report.
For more information about the author, Chad Stewart from SmartThoughts LLC. connect on LinkedIn.
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