Making Your Association Essential: How AI Changes Things
Thursday, September 17, 2026, 1:30-2:30pm ET
Good for 1 CAE Credit Hour
Today’s association leaders are navigating a constant paradox: the urgency of daily operational demands alongside the need to reimagine their organization’s long-term relevance.
In this practical and provocative conversation, Christine Saunders, President and Founder of Halmyre, and Kim FitzSimmons, Chief Marketing Officer of the American Association of Endodontists, explore how artificial intelligence is reshaping what it means for an association to be truly essential to members, sponsors, partners, and the broader profession. This session goes beyond the hype to focus on the real strategic questions leaders must answer now.
As AI accelerates access to knowledge, community, and professional development, associations can no longer rely on traditional value propositions alone. Leaders must confront what Christine calls the “wicked problem” of today: how to remain indispensable when information is abundant, expectations are rising, and disruption is constant. Christine and Kim will unpack critical “can-opener” questions—why must your organization exist, and for whom?—while sharing practical examples of when AI can amplify your mission and when it can unintentionally introduce new risk or competition. Participants will leave with a clearer lens for balancing vision and execution, and for positioning their organizations not just to survive, but to lead in an AI-enabled future.
This session is part of the monthly Insights and AI Ideas conversation series sponsored by Insight Guide. Registration is free, and attendees can earn one CAE or CMP credit.
Key Takeaways
- Clarify your association’s “wicked problem” and how it should shape strategic priorities in an AI-driven landscape.
- Pinpoint where AI strengthens your value proposition—and where it may introduce new competition or risk.
- Build a forward-looking framework to ensure your organization remains essential to its members and industry
Speakers
Kim FitzSimmons, Chief Marketing Officer at American Association Endodontists
Kim FitzSimmons is the Chief Marketing Officer for the American Association of Endodontists. She is an award-winning marketing leader with a passion for driving business results, culture change, and brand growth. She has had the privilege of working with some of the world’s leading healthcare brands, including Allegra, Nasacort, the American Academy of Pediatrics, and the American Association of Nurse Anesthetists. A social media and digital veteran, Kim’s expertise spans content marketing, integrated campaigns, corporate and brand communications, and reputation management. She is also highly experienced in CEO and C-suite communication, thought leadership, media relations, and strategic planning.
Christine Saunders, President and Founder of Halmyre
Christine Saunders is the President and Founder of Halmyre, a WBE-certified firm that helps trade and professional associations unlock sustainable growth by listening to the voice of their future members. For more than 11 years, she has worked with over 125 associations across North America to diagnose membership gaps, refine value propositions, and design strategies that drive retention, engagement, and revenue. Known for turning deep member research into actionable plans, Christine helps associations move beyond traditional campaigns to implement growth, pricing, and revenue strategies that work in the real world.
Moderator, Barbara Armentrout, CAE, BJA Solutions for Associations
Innovative strategist helping associations achieve sustainable growth through non-dues revenue, dynamic business collaborations, and smart technology solutions. Barbara’s work is designed to help small-staff teams.
Hostess, Teri Carden, COO, Insight Guide
Teri Carden is the COO at Insight Guide, helping associations modernize how they engage members and industry partners. Teri is wildly passionate about turning big ideas—especially around AI and innovation—into practical solutions that deliver real value.
What is this series about anyway?
Insights & AI Ideas is a monthly series of candid, fast-paced conversations where association executives exchange insights and industry trends plus practical examples illustrating how artificial intelligence is helping them work smarter and lead more effectively.
Each session shares innovative, real-world strategies that free up time, streamline planning, and spark new ways of thinking—especially in meetings, conferences, and events.
From automating tedious tasks to reimagining member engagement and event intelligence, Insights & AI Ideas spotlights how technology is unlocking greater creativity, collaboration, and strategic focus across the association community. Designed for professionals managing full plates and big ambitions, these conversations offer peer-tested takeaways without the hype—just honest dialogue, useful tools, and real inspiration.
Each session includes at least one hands-on A.I. takeaway chosen by and for association professionals.
This collaborative series combines the relationship-building expertise of BJA Solutions for Associations with the innovative member engagement breakthroughs pioneered by Insight Guide.
Join us by Zoom every third Thursday from 1:30 to 2:30 ET for the conversations you really don’t want to miss!
