148. Rob Wenger, CEO of Higher Logic, on Online Communities, AI, and Associations as the Future of Knowledge Creation

How can associations remain relevant and valuable in an AI-driven world? How do associations create new knowledge while serving as the second source of truth in a world when search is dominated by AI engines?In this episode of Associations Thrive, host Joanna Pineda interviews Rob Wenger, CEO of Higher Logic. Rob discusses:Why people are prioritizing human connections over content at conferences, and how associations can support meaningful, year-round engagement.How Higher Logic’s Thrive platform integrates community, mentoring, volunteering, and marketing in a single ecosystem.Why virtual connections can be just as valuable as in-person ones, and how community platforms can reach younger and mid-career members who often don’t attend in person events.Why it’s a myth that trade associations can’t do online community due to competition, and what the data really shows.The existential threat to associations that delayed AI adoption creates, and why the window to act is closing fast.How Higher Logic is using AI and big data to automate over 200 types of marketing campaigns that associations often don’t have the resources to do.Why associations must become "the second answer engine" for their members when AI tools fall short.The role of associations in generating expert, original content that will feed and sustain AI innovation in the future.Rob’s journey from CTO to CEO, how he intentionally developed leadership traits over 20 years, and why he came out of retirement to lead Higher Logic again.References:Higher Logic WebsiteHigher Logic’s Thrive productHigher Logic’s 2024 Association Member Experience ReportHigher Logic’s 2024 Association Email Benchmark Report