AI & Your Board - Lighting the Blue Touch-paper

By Alastair McCapra, CEO, Chartered Institute of Public Relations

Why "Lighting the Blue Touchpaper"?

The metaphor reflects the challenging nature of initiating AI discussions at board level - like lighting a firework, you're setting something off where the outcome isn't entirely predictable. While most leaders prefer having complete control over the board discussions, AI requires a different approach.

As part of the AI Institute's ongoing efforts to foster innovation and drive digital transformation within associations and membership organisations, I recently shared insights on board engagement with AI during our CEO Roundtable. Here are the core takeaways from that discussion.

Why Board Engagement is Critical Now

Avoid organisational drift: Members are increasingly adopting AI tools in their daily practice, often without guidance. Without proactive leadership, your organisation risks becoming disconnected from members' evolving needs and practices. For example, members might be using AI for document drafting, client communication, or analysis without any professional framework or standards.

Shape the narrative early: As Chief Executive, you have a crucial role in setting the tone and direction of AI adoption. This includes addressing fears, highlighting opportunities, and ensuring balanced discussions. Early engagement allows you to guide the conversation rather than react to it.

Maintain relevance: Organisations that fail to engage with AI risk becoming obsolete. Your competitors and members are already exploring AI applications. Your organisation needs to demonstrate understanding and leadership in this area to retain value for members.

Common CEO Concerns and How to Overcome Them

"I don't know enough about AI to raise this with my Board"

• Acknowledge that complete knowledge isn't necessary for strategic leadership

• Draw parallels to other technical areas where you provide oversight without deep expertise

• Focus on implications for members and the profession rather than technical details

• Leverage your ability to consult experts while maintaining strategic control

"I don't have a plan"

• Challenge traditional thinking: Conventional project planning may not suit AI adoption

• Emphasise exploration: Focus on creating a framework for responsible experimentation

• Set expectations: Help the board understand the rapidly evolving nature of AI tools

• Define success differently: Focus on learning and adaptation rather than fixed outcomes

"We don't have budget for AI projects"

Highlight decisions needed regardless of budget:

• ChatGPT access: Develop clear policies on use of free AI tools by staff and members

• Microsoft Copilot: Evaluate the implications of built-in AI features in existing software

• Meeting protocols: Establish guidelines for AI assistant use in organisational meetings

• System integration: Assess AI features being added to current systems (CRM, etc.)

Framework for Board Discussions

Key Focus Areas

Strategic Questions:

• How will AI change member needs and expectations?

• What changes might occur in your sector?

• How can you maintain value in an AI-enabled world?

• What new services might members need?

Organisational Responsibilities:

• Survey member AI adoption patterns

• Review how AI affects your current offerings

• Develop resources for member AI adoption

• Ensure professional standards remain relevant

Risk Management:

• Ask your Board what they fear about AI

• Ask your Board what they think AI might do for your organisation and for them in their working lives

• Use these feelings to start framing a risk/opportunity framework to your AI journey

• Use this framework for regular Board conversations (not traditional 'reporting')

Recommended Approach

Initial Engagement

Structure interactive sessions to explore AI implications. Collaboratively identify and assess potential risks whilst understanding board members' concerns and aspirations. Create space for board members to share insights and questions.

Seeking Board Support

Define boundaries for AI experimentation and establish regular updates and discussion points. Position board as strategic partners in exploration whilst setting realistic goals for initial AI initiatives.

Moving Forward

Maintain high-level perspective in discussions and position your organisation as a thought leader - asking important questions if not necessarily answering them. Implement small-scale AI projects such as low-risk competitions to gain staff buy-in whilst keeping board updated on progress and learning.

Best Practice Tips

• Proactive engagement: Don't wait for problems to arise before discussing AI

• Strategic level: Keep discussions focused on direction rather than detail

• Continuous process: Treat AI adoption as an ongoing journey

• Risk-opportunity balance: Consider both challenges and potential benefits

• Controlled experimentation: Create safe spaces for testing AI applications

• Emotional intelligence: Recognise and address concerns sensitively

Final Thoughts

The goal isn't to become an AI-leading organisation immediately, but to ensure your association remains relevant and capable of supporting members through technological change. Board engagement should focus on strategic direction and empowerment rather than technical specifics or rigid planning processes.

Remember: Your role is to guide the conversation, maintain focus on strategic implications, and ensure your organisation remains responsive to member needs in a rapidly evolving technological landscape.

Why the AI-CAE Designation Matters to Leaders

If you're facing these challenges as a CEO or senior leader, you're not alone. 72.7% of association executives say they lack the knowledge to lead AI adoption, and only 1 in 5 have a strategy. That's exactly why the AI-Certified Association Executive (AI-CAE) Designation exists.

The AI-CAE is the UK's first and only leadership designation built specifically for association executives ready to lead AI responsibly, confidently and strategically. It's not another AI course - it's a practical, CPD-accredited programme designed for decision-makers who need to engage their boards, avoid costly AI missteps, and deliver smarter, safer value for members.

You don't need to be a tech expert - just a leader with a plan.

The AI Institute's mission is to foster the successful adoption of Generative AI technologies within associations and membership bodies. To learn more about becoming an "AI Enabled Membership Organisation" and managing from 'Boards to Bots',