10 | SEPTEMBER 28 • 2023
J
N
opinion
How Artifical Intelligence Can
Renew Engagement at Shul
W
ith the influx
of social and
traditional media
and the paradox of choice,
it’s becoming increasingly
hard to gain the interest of
consumers.
Whether it be
a Fortune 500
company trying
to sell a product
or a government
leader aiming
to get votes,
keeping people
engaged is more challenging
than ever.
Religion and faith-based
communities face similar
hurdles, with the added
difficulty of attracting a
younger demographic, “The
TikTok generation.” It’s not
enough that congregation
attendance dwindled over the
past years; the COVID-19
pandemic only accelerated
this trend as doors shut down
temporarily. Interestingly,
a recent survey shows that
the pandemic did not affect
Americans’ religious identity,
but specifically affected
attendance all across the
board.
Today, congregations must
re-engage an audience that
once stepped foot in the
synagogue, as well as garner
the interest of younger
Gen Z worshippers. These
young followers often rely
on TikTok rabbis who fulfill
their “culturally Jewish”
congregants’ needs digitally,
further taking people away
from physical houses of
worship.
This challenge creates a
ripple effect on religious
communities: as attendance
decreases, so does the giving
and membership dues that
keep these communities
afloat.
Another effect of the
pandemic on synagogues has
been the adoption of newer
technology. Although the
relationship between religion
and technology is complex,
we saw synagogues adopt
new software technology
at an unprecedented rate
during this time. As many
communities were placed
under lockdown, these
organizations could not keep
the lights on.
Without in-person
services, options for
maintaining community life
were close to none. With this
struggle came the need to
reinvent the rules. It became
clear that in order to increase
operating efficiency, improve
communications and grow
member retention rates,
synagogues needed to turn to
technology and software to
make it happen.
However, the existing
software only provides a
partial solution. Existing
software is challenging to
use, implement and lacks
the utilization of advanced
technology. That’s why
software solutions that
will swiftly incorporate AI
capabilities with a user-
focused perspective are
poised to lead a much-
needed transformation in
this domain.
Most importantly, artificial
intelligence is changing
the game for faith-based
organizations by creating
more meaningful ways to
maintain community.
AI HELPS CREATE
CONTENT AND
PROGRAMMING THAT
RESONATES.
The main benefit of AI is
that it provides knowledge
and insights otherwise
unavailable to community
leaders. Through AI,
congregations can
understand which events
attract the most members,
which sermon topics lead
to higher engagement, as
well as what influences the
attendance of prayer services.
In this way, congregation
leaders can provide the
community with more
of what it is responding
positively to.
When it comes to
attracting younger
demographics like Gen Z,
understanding the content
that resonates with these
members is essential.
With AI-powered tools,
rabbis and staff can automate
data entry (like capturing
attendance records) and
extract this information
quickly, thus shaping the
organization’s programming,
content and missions.
AI HELPS BUILD LONG-
TERM STRATEGY IN
A WAY THAT WASN’T
AVAILABLE BEFORE.
The ability of AI to analyze
large volumes of data makes
identifying trends, patterns
and correlations easier. By
analyzing member data,
engagement patterns and
demographics, clergy may
even be able to predict
engagement, participation
and retention rates. This
means that congregation
leaders can develop strategies
to increase engagement.
AI ALLOWS FOR
HYPER-SPECIFIC
PERSONALIZATION
THAT LEADS TO DEEPER
CONNECTIONS.
By creating individualized
outreach based on hyper-
specific segmentation,
customizing messaging,
or even inviting members
based on interests or past
engagements, congregations
are able to foster a stronger
connection between
the organization and its
members.
Initiating contact during
highly specific life events
and providing assistance
during individuals’ personal
challenges, even through
digital channels, plays a
significant role in nurturing
profound and meaningful
relationships. For example,
consistently reaching out
to a widow after the loss
of a spouse or maintaining
weekly follow-ups with
PURELY COMMENTARY
Lior Shabat
continued on page 13