As the CEO of the American Paint Horse Association (APHA), I’ve witnessed firsthand the transformative power of technology in the equine industry. Our mission has always been to celebrate and preserve the legacy of the American Paint Horse while fostering a vibrant, engaged community of members. Today, we stand at the forefront of a technological revolution, leveraging artificial intelligence (AI) to enhance the member experience in ways we never thought possible. One of our first achievements in this space is the introduction of Becca Bot, our AI chatbot named after APHA’s visionary founder, Rebecca Tyler Lockhart. This 24/7 customer service feature is reshaping how our members interact with us, streamlining processes, and strengthening our community.
A New Era of Accessibility with Becca Bot
When we first envisioned bringing AI into APHA’s operations, our goal was simple: make life easier for our members. Whether they’re breeders, exhibitors, or recreational riders, our members are busy people. They’re managing ranches, competing at shows, or planning their next trail ride. The last thing they need is to be stuck on hold or waiting for an email response to get answers about registration, show rules, or membership renewals. That’s where Becca Bot comes in.
Named in honor of Rebecca Tyler Lockhart, whose passion for the Paint Horse laid the foundation for our organization, Becca Bot is available around the clock to answer questions. From inquiries about transferring horse ownership to clarifying eligibility for APHA’s youth programs, Becca Bot delivers accurate, instant responses. Since its implementation, members have reported a significant reduction in wait times, with many appreciating the ability to get answers at 2 a.m. especially for our international members in different time zones. This 24/7 accessibility has made APHA more responsive and member-focused than ever before.
Information in Every Language
Becca Bot’s ability to handle multilingual queries has opened doors for our international members. With Paint Horse enthusiasts spanning the globe, from South America to Europe to Australia, language barriers can sometimes complicate communication. Becca Bot supports multiple languages, ensuring that members worldwide can engage with APHA effortlessly. This inclusivity aligns with our commitment to building a global community united by our love for the Paint Horse.
Streamlining Operations and Empowering Staff
While Becca Bot has transformed the member experience, its impact extends behind the scenes as well. By handling routine inquiries—such as those about membership dues, registration forms, or show entry requirements—Becca Bot frees up our staff to focus on more complex tasks. This
has allowed our team to dedicate more time to strategic initiatives, such as developing new programs, enhancing our shows, and supporting our youth and amateur members.
For instance, our registration team used to spend hours answering repetitive questions about transfer and registration processes. Now, Becca Bot handles these inquiries with precision, pulling data directly from our how to videos and guides to provide accurate information. This efficiency has not only improved turnaround times for registrations but also reduced errors, ensuring members receive their documents faster and with greater accuracy.
Enhancing Engagement Through Data Insights
AI isn’t just about answering questions—it’s about understanding our members better. Becca Bot collects anonymized data on the types of questions members ask, which helps us identify trends and anticipate needs. These data-driven decisions have strengthened our programming and made our offerings more relevant. By listening to the questions members ask Becca Bot, we’re able to tailor our services to align with their interests, whether that’s adding more educational webinars, expanding youth scholarships, or creating new regional events. AI has given us a direct line to our members’ priorities, helping us stay ahead of the curve.
Building Trust and Transparency
At APHA, trust is the cornerstone of our relationship with members. Introducing AI into our operations initially raised concerns among some members who feared it might depersonalize their experience. The bot’s conversational tone is friendly yet professional, and it’s programmed to escalate complex queries to our human staff when needed. This hybrid approach ensures members always feel heard, whether they’re interacting with Becca Bot or one of our team members.
Transparency is also critical. We’ve been upfront about how Becca Bot works, explaining that it’s a tool to enhance, not replace, human interaction. Members appreciate this honesty, and many have shared positive feedback about how Becca Bot complements our existing services. By balancing technology with the personal touch APHA is known for, we’ve maintained the trust that has defined our organization for decades.
Looking Ahead: The Future of AI at APHA
As we continue to embrace AI, we’re exploring new ways to deepen its impact. One exciting possibility is integrating AI into our registration process and show management systems. Imagine an AI tool that helps register your horse immediately, judges providing real-time feedback to exhibitors, or assists show organizers in scheduling classes more efficiently. We’re also considering AI-driven educational tools, such as virtual training modules that use machine learning to tailor content to each member’s skill level.
Another area of growth is predictive analytics. By analyzing member data, AI could help us anticipate when a member might be ready to renew their membership or upgrade to a lifetime
plan, allowing us to offer timely reminders or incentives. These advancements will make APHA more proactive in meeting members’ needs, further strengthening our community.
A Legacy of Innovation
Rebecca Tyler Lockhart founded APHA with a vision of uniting people through their passion for the American Paint Horse. Today, Becca Bot carries that legacy forward, blending innovation with the heart and soul of our organization. AI has not only made us more efficient but also more connected to our members, enabling us to deliver a seamless, personalized experience that honors our roots while embracing the future.
As we look to the years ahead, I’m confident that AI will continue to play a pivotal role in shaping APHA’s member experience. By leveraging tools like Becca Bot, we’re not just keeping pace with change—we’re leading it. To our members, I say this: thank you for trusting us to innovate on your behalf. Together, we’ll continue to make the American Paint Horse Association a place where passion, community, and technology thrive.