BLOG ARTICLE

AI-Powered Digital Transformation – Spotlight on Oomi and Senis AI

Best Practice
Jenny Watkins

Why This Conversation Matters Now for Membership Organisations and Why AI Changes the Stakes.

Digital transformation once meant moving paper forms online, launching a member portal and tidying up endless spreadsheets. Artificial intelligence now accelerates that journey and raises expectations. The latest Memcom survey shows AI already delivering measurable gains in analytics, personalisation and efficiency across the UK’s membership landscape.

At a recent webinar, Peter Baynes and Joel Trotman of Oomi joined Hugh Halford-Thompson of Senis AI to ask one key question.

If you already have a capable CRM, what extra value can AI unlock?”

Their answer rests on two complementary roles. Oomi lays solid foundations by unifying data and delivering seamless self-service. Senis AI then turns that clean data into real-time insight, automated action and sustainable growth.

Oomi: Laying the Foundations for a Unified, Self-Service Experience

Oomi’s platform is built for associations and professional bodies. By combining CRM, CMS, events, finance and online community in one unified platform, it clears away a tangle of disconnected systems. Members enjoy a consistent portal – renewals, event bookings, CPD logs and forums behind a single login, while staff gain one source of truth that ends duplicate entry and manual workarounds.

Oomi’s single-supplier model for web and CRM means one SLA covers the entire stack, making procurement far simpler. Every prospective client receives a detailed onboarding pack that maps roles, timelines and risk mitigations before a project starts, smoothing the change-management journey.

Sector pedigree matters too. Dozens of UK institutes, societies and trade bodies rely on Oomi, including British Mensa, the Wine & Spirit Trade Association and the Finance & Leasing Association. British Mensa’s first year on the platform brought a 38% rise in new memberships and a 19% fall in lapses, results that earned the society the Memcom Award for Best Digital Transformation 2024.

Senis AI: Democratising Insight and Accelerating Action

Where Oomi consolidates data, Senis AI makes that data work harder. Designed exclusively for membership organisations, Senis delivers four high-impact capabilities:

  • Automated data audit – AI spots duplicates, gaps and anomalies long before they hamper a campaign or board report.
  • Dashboard-on-demand – staff ask plain-English questions such as ‘show churn by region over five years’ and receive clear visualisations in minutes.
  • Member-nurturing agents – behaviour-based triggers send timely nudges that lift engagement and renewals.
  • Generative content support – from drafting inclusive emails to summarising policy papers, saving hours of staff time.

Early pilots often avoid personal data entirely, easing GDPR concerns while still proving value. Results are compelling: Oomi user, the Royal Geographical Society were able to see their first dashboards in under a fortnight, and the Institute of Internal Communications, although not an Oomi customer, used Senis AI to spot a 90-day engagement dip and launch an automated nurture journey projected to push renewals well above its previous 55% rate.

Better Together: Data and Intelligence in One Seamless Journey

Oomi and Senis AI have created a unique an interesting partnership to serve the UK membership sector. Senis plugs straight into Oomi as a bolt-on intelligence layer, so data flows without new integrations and AI tools surface directly inside familiar Oomi screens.

Georgie Howard, Oomi’s Chief Operating Officer, calls the collaboration ‘a strategic adviser in your corner’ for associations that want real-time insight without hiring a data-science team.

Five Practical Lessons for Membership Professionals From Oomi and Senis AI

1. Anchor AI projects to strategy: Begin with a clear, measurable aim such as increasing first-year renewals by ten per cent, then map the data and workflows needed to reach it.

2. Start small and iterate: Pilot one workflow or member segment; it builds confidence, reveals cultural blockers early and gives the board solid evidence.

3. Treat AI governance like any other platform: Carry out supplier due diligence, sign NDAs and train colleagues not to paste sensitive data into public chatbots.

4. Invest in your people: Technology adoption depends on cultural readiness. Meet the delivery team (not just the salesperson) and plan the change journey as carefully as the technical one.

5. Plan for continuous improvement: AI is not ‘set and forget’. Schedule regular reviews to refine models, add data streams and extend automation as early wins land.

Assess Your Readiness with Intercloud9’s AI Maturity Model

Not sure where to begin? Intercloud9’s free AI Maturity Model maps organisations through five stages – Nascent, Exploring, Developing, Integrated and Optimised – covering people, process, technology, data and governance.

This free toolkit provides a plain-English self-assessment, a trustee briefing deck, action plans tailored to membership bodies, as well as policy and risk assessment templates giving you clear priorities and solid evidence for your next investment.

Next Steps and Contacts

SHARE:

Related Posts