Location: Loews Chicago: Wright Ballroom Foyer
Based on the national USA Today Bestseller "Endless Customers" this keynote by renowned speaker Marcus Sheridan takes a bold look at how associations and their members can thrive in an era where attention is scarce, patience is thin, and trust is everything.
Today’s digital-first world has forced every organization—whether they’re selling products, services, or memberships—to confront two urgent questions:
• How do we evolve our model to match the expectations of today’s radically informed, self-educating, impatient audience?
• And how do we become the undisputed voice of trust in our space, while driving meaningful growth in the process?
Whether you're leading an association, advising members, or marketing events and programs, this session delivers the playbook for staying relevant, visible, and valuable in this new landscape.
In this eye-opening session, Marcus will reveal:
• How associations must rethink their marketing and member recruitment strategies to meet the expectations of a digital-native audience.
• The exact types of content that drive trust and decision-making—for both association members and the members' customers—and why most organizations still miss the mark.
• Why video and visual learning aren’t optional anymore—and how any association (yes, even yours) can embrace it fast.
• The rise of the “seller-free” experience—and what that means for membership sales, sponsor outreach, and event growth.
• The explosion of self-service tools—and how associations can lead the charge, giving members more value and autonomy while driving more engagement.
• And ultimately: How becoming a trusted digital voice can lead to stronger retention, better member acquisition, and deeper influence across your industry.
This talk is fast-paced, highly actionable, and has changed the way 500+ audiences think about trust, content, and growth. For associations that want to lead—not lag—this is your roadmap.
In the race to integrate AI, we're overlooking a demographic shift already reshaping our organizations: the rise of the longevity economy. With one in three Americans soon to be over the age of 50, we’re entering what experts call the “Super Age.” These older adults aren’t passive consumers of content or tech. They’re active contributors, learners, and leaders defying outdated assumptions about age.
This session explores how the convergence of AI and the longevity economy creates a strategic opportunity to deepen relevance, strengthen engagement, and future-proof your value proposition. We’ll examine how thoughtful member experiences — grounded in clarity, trust, and respect — can help older adults thrive in a rapidly changing world.
You’ll leave with a clearer understanding of how your organization can meet this moment by turning aging into an advantage and AI into an ally.
Bryan Kelly is a UX and content strategy leader focused on creating digital experiences that work better for adults over 50 — a rapidly growing, high-value market often referred to as the "longevity economy." He’s delivered measurable results for brands like McAfee, Premera Blue Cross, EXPRESS, Home Depot, Orange Theory Fitness, and FedEx by transforming user insights into revenue-driving features. Bryan blends product strategy, UX expertise, and business acumen to help organizations better serve this experienced and influential audience.
Wright Ballroom
Wright Ballroom
Join us for an engaging keynote panel and Q&A, as this morning keynote speakers share further insights and answer your questions on today’s most pressing industry topics.
Wright Ballroom
From Friction to Flow: How ICBA's Ecommerce-Inspired Testing is Revolutionizing Member Experience
Association members and ecommerce customers face a shared challenge: navigating efficiently to reach their goals. When friction gets in the way—whether it's a shopper abandoning their cart or a member unable to find valuable resources—engagement drops. To tackle this, ICBA is applying proven ecommerce-based user testing methods to their online ecosystem. They're rebuilding five websites using real member behavior data and continuous feedback loops.
In this session, we’ll walk through the testing framework driving ICBA’s digital transformation. Attendees will learn how techniques like conversion funnel analysis, user journey mapping, and A/B testing can help members discover content more easily. You’ll also get a first look at ICBA’s new sites in development and learn how to spot "conversion blockers" that hinder engagement.
Attendees will leave with a practical toolkit to implement these methods in their own organizations—and receive access to a complimentary 1-hour digital experience assessment with a strategist from Americaneagle.com.
Building the AI-Ready Content Foundation: NVAR & Accella’s Roadmap to Generative Member Experiences
Generative AI is only as powerful as the content foundation you give it. In this practical session, Accella President Jason King, Director of Engineering Evan Brand, and NVAR’s Senior Director of Digital Strategy & Operations Leo Mofunanya share how the Northern Virginia Association of Realtors re-architected its web and mobile content to become “AI-ready.” You’ll see how thoughtful taxonomy, metadata, and ingestion pipelines let large-language models understand the nuance of association resources—turning static articles, events, and member data into dynamic building blocks for new experiences.
We’ll walk through NVAR’s rapid proofs of concept—AI-powered site search that speaks the member’s language and a “Latest for You” feed that personalizes news and events on the fly. By exposing what worked (and what didn’t) in these experiments, the team will illustrate how lean budgets and small staffs can still deliver cutting-edge features with release cycles measured in weeks, not years.
You’ll leave with a clear roadmap: the essential content-structuring decisions to make now, the minimal technical stack required, and a repeatable process for spinning up generative AI pilots that wow members and build internal momentum. Whether you’re just starting to explore AI or looking to scale early wins, this session equips you with the blueprint to future-proof your association’s digital experience.
Location Sullivan A
Location: Sullivan C
Extend the insight and energy from the morning keynote in this dynamic 45-minute session. This Deep Dive opportunity gives you exclusive access to the speaker for a candid, interactive conversation.
Or choose a new topic to explore in one of our timely and relevant breakout sessions.
Keynote Deep Dive: with Marcus Sheridan
Breakout Session TBA
Breakout Session TBA
Deploying AI and NLP for Business Impact
In the last 18 months, AGU has deployed several AI based applications and services. Join Thad Lurie as he presents brief and concise explanations of the applications themselves and then delves into the specific business outcomes and impacts that each application has generated. Participants will gain awareness of and insight into several classes of AI/NLP applications. This non-technical session is designed to be accessible for all association executives, even those with only a passing knowledge of AI. Focus will be placed on business outcomes, as opposed to technical solutions.
Thad Lurie, SVP, Digital & Technology, American Geophysical Union
Location: Wright Ballroom
Breakout #2: Sullivan A
Breakout #3: Sullivan C
Meet with exhibitors and your fellow attendees as we round out a full day of learning!
Location: Wright Ballroom Foyer
Artificial Intelligence is reshaping the way trade associations operate, communicate, and deliver value to their members. This insightful session will explore the critical AI trends impacting associations today, including advancements in inference technologies, energy-efficient AI architectures, and emerging regulatory frameworks. Learn from real-world examples where leveraging AI can enhance member engagement, streamline operations, and proactively adapt to industry changes. Attendees will leave with practical insights to strategically integrate AI into their organizations ensuring they remain relevant and influential in an increasingly digital landscape.
Ian Andrews is the Chief Revenue Officer at Groq, where he leads global go-to-market strategy for one of the world’s fastest AI inference platforms. With over two decades of experience scaling cutting-edge technology companies, Ian previously served as CMO at Chainalysis and SVP of Products & Marketing at Pivotal, guiding it through a successful IPO and acquisition. A sought-after speaker and AI thought leader, Ian brings deep insight into the intersection of advanced infrastructure, artificial intelligence, and real-world innovation.
Wright Ballroom
In this dynamic keynote, a physician and a technologist explore the surprising parallels between the human brain and artificial intelligence—and the critical gaps that separate them. Learn how neuroplasticity, bias, and attention shape both systems, and discover how mindfulness and intentionality can turn AI from a passive tool into a powerful partner.
Wright Ballroom
After the pilots and proof-of-concepts, what separates organizations that achieve tangible AI-enabled outcomes from those still searching for their first win? This session cuts through the noise with practical insights from successful corporate transformations, translating enterprise-scale lessons into actionable strategies that association leaders can implement immediately to drive measurable member and financial outcomes.
John Huisman is the Chief Operating Officer at Blue Cypress, where he brings a strategic lens to digital innovation and generative AI adoption across the association and nonprofit sectors. A digital and AI leader with deep expertise in transformation and operational strategy, John draws on years of consulting experience as an Associate Partner at Bain & Company, where he advised leading consumer goods brands on growth, digital operating models, and AI implementation.
Wright Ballroom
Although AI is currently used for a variety of animal behavior and conservation studies, one of the most intriguing uses of machine learning programs may be to look for language and complexity in nonhuman sound and behavior. Dolphins, a highly complex social species with their acoustic prowess, are a potential candidate for language. Historically, dolphin researchers have focused on easy-to-measure whistles, yet non-tonal and ultrasonic sounds, and sequences are common. Interpreting complex strings of sound is also aided by correlating underwater visual/postural video with sound. We will explore the history of nonhuman communication complexity and how AI can help researchers look for patterns in sound and behavior using custom programs (UHURA), Video/Sound AI interfaces, and DolphinGemma (Generative AI), a recent collaboration with the Georgia Institute of Technology and Google DeepMind.
Wright Ballroom
In a world moving at breakneck speed, our best work doesn’t come from running harder — it comes from knowing the power of taking a pause to be present. In this interactive session, Dr. Param Dedhia will strip away the myths around mindfulness and show how a few moments of presence can sharpen focus, boost performance, and improve connection. You’ll leave with simple, practical tools you can use immediately — in leadership, in life, and in the middle of your busiest day.
Join facilitator Mallory Mejias, Sidecar Sync Podcast Co-Host and Producer, for an engaging keynote panel and Q&A, as the morning keynote speakers share insights and answer your questions on today’s most pressing industry topics.
Wright Ballroom
From Manual to Automated: 10 Ways AI Tools Amplify Mission-Driven Messaging - VideoRequest
Transforming with Purpose: Aligning People and Platforms Through User-Centered Strategy - BizStream
Discover how strategic brand changes and the integration of innovative practices can drive effective transformation and pave the way for a future-ready organization. Join us to learn about practical strategies to build consensus, foster vision, and empower teams in the face of ongoing change.
What Your Members Wish You Knew: Rethinking Tech to Build Trust, Spark Belonging, and Drive Growth - Forj
-Andy Hicken, VP of Technology Solutions, Forj
Location: Sullivan C
Extend the insight and energy from today’s speakers with the featured session “Ideas in Motion” along with two opportunities for Deep Dive Conversation with the following speakers:
Keynote Deep Dive with Ian Andrews
Keynote Deep Dive with John Huissman
Keynote Deep Dive with Dr. Denise Herzing
Kick back, connect, and celebrate with your peers in the heart of the city. This lively evening will bring together bright minds, bold ideas, and plenty of great conversation over food, drinks, and music. Whether you’re swapping stories, meeting new faces, or just soaking up the Chicago vibe, this reception is the perfect way to plug in, unwind, and recharge.
Ready to move beyond gut instincts and embrace data-driven growth? From Guesswork to Growth is an interactive workshop that will demystify AI predictive modeling and show how it can help your association engage and retain members more intelligently. You’ll start by learning the fundamentals—what predictive modeling is, how it works, example use cases, and how to interpret model outputs for strategic decision-making.
From there, you’ll explore how to incorporate predictive modeling into your own strategy—identifying opportunities to enhance engagement, optimize retention, and personalize member experiences across your member journey. The session will wrap with group action planning, where you’ll define three next steps and build a use case for how predictive modeling can address a specific challenge facing your organization. Whether you're AI-curious or ready to implement, you’ll leave with a clear roadmap to harness predictive modeling for meaningful impact.
Chris Vaughan, PhD, Chief Strategy Officer, Sequence Consulting
Wright Ballroom
Wright Ballroom
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