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The professional development landscape is shifting fast. In a skills-first workforce and an economically tight environment, professionals are increasingly prioritizing learning that leads to measurable, applicable skills over traditional information-based education. Meanwhile, younger professionals are turning to GPTs and AI-assembled knowledge to fill the gaps typically met through conferences, webinars, and informational courses. Associations have a unique advantage: the ecosystem, the expertise, and the program portfolio capable of driving deeper learning outcomes. Yet many organizations haven’t unlocked the full potential of their events and educational offerings to deliver true skills development. In this session, we’ll unpack the industry-wide challenge and explore two critical areas where associations can immediately elevate their value and impact: Integrating events into a cohesive learning portfolio to meet the rising demand for skills-based development. The role of accessibility and inclusion across learning and events—and what an organization’s level of commitment communicates to today’s learners.

Artificial intelligence is changing the way people discover, engage with, and evaluate content online. For association event planners and continuing education professionals, this shift has major implications for visibility, reach, and engagement. In this session, Ezra Wolfe, SVP of Product & Jessie Reyes, VP of Marketing at Cadmium, will be joined by Ian Brown, CEO of Bohu Digital, to break down how AI is transforming search and what it means for your organization’s digital strategy. You’ll learn how SEO (Search Engine Optimization) is evolving into GEO (Generative Engine Optimization)—and how to apply these insights to ensure your events, courses, and resources appear in both traditional search results and AI-generated answers. Attendees will gain a clear understanding of which keywords and phrases matter most, how to create content that performs well in AI-driven environments, and how to use Google Analytics data to measure success. Walk away with actionable tools and frameworks to future-proof your content strategy in the age of AI.