The state of AI in recreation: what communities want and organizations need

Community recreation is evolving quickly, and both your participants and your colleagues across the sector are already engaging with AI in meaningful ways. This research highlights what members of your community expect from digital experiences and how recreation professionals are preparing for the future with AI.

What your community members told us 
Families and adults who participate in your programs are increasingly comfortable with AI in their daily lives.

Nearly 90% of respondents confirmed that human connection is still crucial and they expect AI to enhance, not replace, the human connection they value. For example, community members want AI to help them with reminders, and to provide access to information more easily.

Recreation professionals across YMCAs, JCCs, Parks & Rec, nonprofits, camps, and other organizations are actively evaluating AI.

While most recreation professionals are familiar with AI, adoption remains limited. Nearly 40% report that their organization isn’t using AI yet and current use is largely confined to marketing, reporting, and administrative tasks. 

What this means for your organization 
Your community is ready for AI-supported experiences, and your peers want to adopt AI responsibly. The opportunity now is to use AI to reduce friction, save staff time, and strengthen participant experiences—while keeping human connection at the heart of recreation.

Two surveys were conducted in November 2025 to capture both sides of the recreation experience: the community members who rely on your services and the professionals who deliver them.

The participant survey included 520 adults across the United States who had taken part in a community recreation program within the past year. These respondents represent everyday program participants—not technology specialists—and reflect a broad range of ages, life stages, and levels of digital comfort.

The recreation professional survey gathered responses from more than 220 professionals working across Parks & Recreation departments, YMCAs, JCCs, camps, community centers, and private recreation organizations. Respondents ranged from frontline staff to program managers, marketing and IT teams, and executive leaders. While organizations of all sizes were represented, most reported having fewer than 50 full-time staff.

Recreation professionals across the sector are generally familiar with AI, but many are still early in their adoption journey. While 82% of respondents say they are somewhat or very familiar with AI, nearly 40% report that their organization is not using AI at all. Among those who have begun experimenting, usage is most often concentrated in marketing and communication workflows, data analysis and reporting, and routine administrative tasks.

How AI is showing up in day-to-day work
For professionals who are using AI, adoption tends to focus on simple, high-impact tasks that save time rather than transform operations. Common use cases include writing or refining emails, turning raw data into summaries, interpreting attendance or survey trends, and automating repeat administrative steps. These applications reflect a pragmatic approach: teams are looking for immediate efficiencies that fit naturally into existing workflows.

Adoption patterns vary by organization type. JCCs and private recreation businesses report higher early adoption and familiarity, while Parks & Recreation agencies, nonprofits, and community centers show more mixed or cautious exploration. This cautiousness aligns with broader sector realities. Many organizations are starting small, testing AI in focused, manageable ways that reduce staff workload without introducing unnecessary complexity or risk.

Perceived value, with an eye on the future
Even where adoption is limited today, recreation professionals clearly see AI’s long-term relevance. 68% believe AI adoption will be necessary within the next two to three years, although only 10% currently consider it a top organizational priority. Interest is strongest in applications that directly support participants, such as simplifying registration and payment, improving translation and accessibility, automating reminders and communication, and answering common questions quickly.

One respondent captured this balance between early experimentation and growing expectations for more purpose-built tools:

Across responses, AI is seen as valuable—but only when it enhances service and supports participant needs rather than adding complexity.

What’s holding teams back
Recreation professionals identified several challenges to adopting AI, including privacy concerns, budget limitations, staff capacity, uncertainty about where AI adds value, resistance to change, participant acceptance, and limited vendor support. Among these, three barriers consistently ranked highest.

Privacy and ethical concerns emerged as the top issue, reflecting a strong commitment to protecting participant data and maintaining trust. Cost and budget constraints ranked second, particularly for agencies and nonprofits operating with limited resources. Limited staff expertise or training ranked third, with many teams expressing uncertainty about where to begin or how to use AI responsibly.

Together, these findings suggest that the sector’s barriers are rooted in capacity, not resistance. Recreation professionals see AI’s potential, but want clearer guidance, training, and support to adopt it in ways that strengthen service and uphold the human-centered values of recreation.

While environmental impact was not explicitly measured in the survey, one respondent raised an important consideration that adds nuance to the conversation:

What professionals say they need to move forward
Despite these challenges, recreation professionals are optimistic about AI’s potential—if the right supports are in place. When asked what would help most, three needs stood out clearly: practical training and workshops to understand how AI can support daily work, clear ethical and privacy guidelines to ensure responsible use, and guidance from software providers through real examples and best practices built into the systems teams already rely on.

Across the sector, your peers are asking for the same thing: clarity and confidence. Recreation professionals are ready to explore AI, but want to do so in a way that protects their communities, equips their staff, and stays true to their mission.

With this perspective in mind, the next section brings both participant and professional insights together to reveal where AI can have the greatest shared impact.

Taken together, the data points to a clear opportunity for recreation leadership: AI can help organizations meet rising participant expectations while strengthening staff capacity. The implications are not about sweeping transformation, but about thoughtful, strategic adoption that aligns with how recreation organizations actually operate.

Digital convenience is now essential to service delivery
Families increasingly expect fast answers, clear guidance, and smooth online interactions. AI plays an important role in removing digital friction—making it easier for people to find information, register for programs, and stay informed. When used well, AI doesn’t replace the in-person experience your community values; it helps people reach it more easily.

Staff readiness—not willingness—will determine success
The data shows that recreation teams are open to AI, but often need clarity, training, and reassurance around privacy and ethical use. Successful adoption depends less on convincing staff of AI’s value and more on supporting them through change. Treating AI as an organizational change initiative—rather than a standalone technology project—creates the conditions for confidence, experimentation, and long-term impact.

The most effective progress starts small
The strongest opportunities for AI adoption sit where participant needs and staff pain points overlap. Supporting registration, improving reminders and communication, and automating answers to common questions are practical, low-risk starting points. Beginning with these focused use cases allows organizations to build early wins, strengthen trust, and create momentum without disrupting their core mission.

This research highlights a sector that is deeply committed to community, eager to innovate, and ready for responsible change. Your participants want clarity, convenience, and personalized support. Your peers want more capacity, less administrative strain, and the confidence to adopt new tools without compromising trust or human connection. 

AI isn’t a replacement for the heart of recreation—it’s a practical way to protect it. 

By starting with small, high-impact use cases and supporting staff with training and clear guidelines, recreation organizations can modernize without losing what makes their programs meaningful. The next chapter of recreation isn’t about technology for technology’s sake; it’s about using AI to create smoother pathways for families and more space for staff to engage, welcome, and inspire.  

Founded in 2009, Amilia helps communities connect through recreation and member management software. Nonprofits, municipalities, and businesses use our software to sell activities and memberships online and manage their entire organizations.