Beyond the Tech Stack: How AI Is Changing the Association Playbook

In this episode of Associations NOW Presents, recorded live at ASAE’s Annual Meeting & Exposition in Indianapolis, host Sharon Pare welcomes Ronald McGrath, owner of High Road, for a conversation about the rapidly evolving technology landscape and what it means for associations. McGrath shares his perspective on the growing importance of artificial intelligence, why associations should embrace experimentation rather than wait for the perfect solution, and how AI can enhance everything from member engagement to everyday operations. Drawing on decades of experience developing technology solutions, he discusses using data to better understand member needs, personalize experiences at scale, and make smarter decisions about products and services. The conversation also explores how associations can connect their existing technology systems, balance automation with human judgment, and leverage emerging tools to work more efficiently while creating greater value for members. Check out the video podcast here: https://youtu.be/CxLFhZVLWro This episode is sponsored by Highroad Solutions.  Associations NOW Presents is produced by Association Briefings.   Transcript Sharon Pare: [00:00:00] Welcome to this episode of Associations NOW Presents, an original podcast series from the American Society of Association Executives. I'm Sharon Pare, partnerships director at HighRoad Solutions, a HubSpot agency. Today, we're recording from the Super Bowl of association events in Indianapolis, and today, this episode is sponsored by HighRoad Solutions. I am so excited to interview the owner of HighRoad Solutions, somebody I've been working with for five years and have admired in the space in the decade that I've been in the industry, Mr. Ronald McGrath. Thank you so much for joining us today.  Ron McGrath: Thank you for having me.  Sharon Pare: So Ron, today we're gonna talk about AI and where associations are headed, but I actually wanna start with you. You've spent a lot of your career seeing technology shifts coming, sometimes before the rest of us have seen them ourselves. But before we get into it, I know you've been on the floor for the past few days, Saturday, [00:01:00] Sunday, now we're into Monday, and you've met with a lot of our prospects and our clients. So what are you hearing on the floor right now that you wanna share with our listeners today?  Ron McGrath: It's an exciting time. A lot of cool things going on with technology. A lot of people looking at their technology stack and trying to figure out how to upgrade it. Also learned from one of the keynotes that we're bad at lying. Our body tells the truth all the time. And so the O's is how you say his name. That was pretty phenomenal. And that the '80s wouldn't have been anything without Babyface.  Sharon Pare: Let's go to Babyface. I know you made it just in time. Yes. You landed just to get to Babyface. What was your favorite performance of his that night? Ron McGrath: So first of all, I was impressed that he's 68 and looks as good, and he can move as well as he can.  Sharon Pare: Yep.  Ron McGrath: But also, I didn't realize that he was involved with Bobby Brown when he broke off of a new edition with Don't Be Cruel, Every Little Step, and so just touched so many artists. So it was a lot of fun. I know people said it was hot, but that was great. And then the drones. After he [00:02:00] finished and you turn around, and then you see up in the sky, "Welcome ASAE to Indy," that was amazing.  Sharon Pare: So speaking of the drones, and before we get into HighRoad, I know you've always been a developer at heart, like getting into that tech stuff. Where does that fascination with building things and figuring out the next techno- technology come from? Where does that come from, that Ron the builder?  Ron McGrath: Oh, what is it? Good questions. I used to get... So when I was a kid, I used to have these kits. My mom and dad used to buy me these RadioShack kits. It's like a 50 in one, so you could wire them together, right? Like an FM broadcast tool. So I was always kind of into gadgets. I had these Tinker Toys. And then I actually had computers, like one of the first computers, a Timex Sinclair, a Commodore VIC-20, a Commodore 64, an Amiga. So I always played with things, just always curious. I also- Would take things apart and not always put them back together, so- Yep ... I was a thorn in my dad's side a little bit. But looking back now, that's part of why I'm a tinkerer, and that's kind of what you gotta do. Roll your sleeves up, play with things, not- don't be afraid of [00:03:00] technology.  Sharon Pare: So obviously you love innovation, you love