AI is changing everything and yet, not everything should change. When it comes to your website, the real question isn’t “What can AI do?” It’s “What should AI do?”
At Steward, we believe your website is a trust-delivery system. And trust is still very much human terrain. That’s why the most effective digital strategies aren’t about replacing people, but about reallocating effort.
So let’s map it out: What parts of your website experience should stay human? What parts can (and should) go machine?
If your association’s web strategy was built for a pre-AI world, you’re likely already feeling the friction. Visitors are bouncing. “I can’t find it” calls are climbing. Engagement is dipping. And new competitors - some of them the AI tools themselves - are meeting your members’ needs faster, cleaner, and with less effort.
This isn’t just a technology shift. It’s a behavior shift. And it requires a strategic response.
Let’s talk about what’s changed and what your association can do to keep pace.
1. Trust is Human. Let It Lead.
Some things can’t be outsourced to AI. Chief among them: empathy, judgment, and relationship-building.
Visitors don’t trust you because your site is smart.
They trust you because your site reflects care, clarity, and consistency.
Keep human control over:
- Tone and voice of core messages, value props, and leadership content
- High-stakes copy (like membership benefits, advocacy issues, donation messaging)
- Sensitive interactions (e.g., member complaints, complex renewals, policy clarifications)
2. Repetitive = Machine. Automate the Repeatable.
Not everything needs a human touch. If it’s routine, repetitive, or rules-based, AI can do it faster, 24/7, without burnout or backlog.
Delegate to AI:
- Answering common questions via smart chatbots or AI-powered help centers
- Routing users to the right page or resource based on intent
- Summarizing long articles or policy pages with AI-powered TL;DRs
- Populating “next best step” CTAs based on user behavior
3. Curation Is a Team Sport: AI Surfaces, You Select
AI excels at surfacing patterns. But meaning-making still needs a human brain behind the scenes.
Think of AI as the intern—fast, tireless, and surprisingly good at surfacing what matters.
But the editor? That’s still you.
Human + Machine in Harmony:
- Search and discovery: AI suggests. Your team adjusts based on member needs
- Content hubs and topic pages: Let AI group resources, but apply editorial judgment
- Analytics and insights: Use AI to scan and summarize trends, then decide what actions to take
4. Speed of Service = Machine. Depth of Relationship = Human.
AI can shorten the distance between “I need something” and “I found it.”
But relationship-building? That still requires nuance.
Split responsibilities:
- AI = first responder: immediate, helpful, always-on
- Human = advisor: when context, coaching, or conflict resolution is required
Examples:
- An AI agent can handle event registration. A real person should handle member feedback on the event experience.
- AI can triage support requests. Your staff resolves complex ones with a human touch.
5. Design with Intention, Not Just Integration
Don’t bolt on AI tools just because they’re trendy. Your website is an ecosystem. Each feature must serve your mission and your members’ trust.
If your AI makes things faster but more confusing, it’s not helping.
If it saves staff time but frustrates members, it’s not worth it.
Ask these questions before integrating AI:
- Does this improve the member experience?
- Will this free up humans to focus on deeper relationship work?
- Is this transparent and does it align with our values?
Conclusion: Your Website Is Still a Steward of Trust
In the AI era, stewardship means making smart, principled choices about who (or what) does what.
Let AI do what it does best.
Let your people do what only people can do.
And let your website become a place where both work together to deliver trust—faster, clearer, and with more care than ever before.
