By Isabela Moise, Product Manager at Aequilibrium
From Buzzwords to Blueprints: The Core Themes of OME
Phoenix was buzzing last week as credit union leaders, innovators, and partners converged for the 2025 Operations & Member Experience (OME) Conference, hosted by America’s Credit Unions.
This wasn’t just another conference. It was a moment of truth for the movement, a collective pulse check on how credit unions can lead in a future defined by AI, rising member expectations, and evolving fraud threats.
From inspiring keynotes to practical playbooks in breakout sessions, OME 2025 made one thing clear: the future isn’t about doing more. It’s about doing what matters most, building trust, staying relevant, and empowering people.
At AEQ, we were proud to contribute to that conversation through our session “From Insight to Impact: Using Journey Mapping + AI to Drive Member-Centric Innovation.”
The Spirit of OME 2025
The conference opened with futurist Heather E. McGowan, who reframed AI not as a replacement but as an amplifier of human adaptability and creativity:
“The augmented advantage is about unleashing human potential in the AI era.”
That spirit carried throughout the day. Troy Stang, President & CEO of GoWest Credit Union Association, reminded attendees of what defines the movement:
“The credit union movement thrives on collaboration, innovation, and member-first purpose.”
Day 1 concluded with a powerful giveback event, where attendees assembled care kits for local families, a vivid reminder that helping people is more than just a slogan: it’s an action.
Kicking Off With Courage and Collaboration
The early sessions established a rhythm: courage to embrace disruption, and collaboration to solve it together.
The message was clear: technology alone doesn’t define the future, empathy does. And when those two forces meet, credit unions are uniquely positioned to lead.
Walking the Member’s Journey With Fresh Eyes
Day 2 belonged to practice over theory. Our own CEO and co-founder, Adrian Moise, and Product Manager Isabela Moise took the stage to demonstrate how journey mapping and AI can work together to transform the member experience.
We demonstrated that journey mapping is more than just steps; it’s about emotions. By capturing how members feel at each touchpoint, credit unions can apply AI intentionally rather than reactively.
As Isabela explained:
“Journey mapping isn’t just about steps, it’s about emotions. If it feels off to a member, you’ve already lost them.”
We also introduced our VR+GenAI Training Academy, designed to immerse staff in realistic scenarios. Employees aren’t just part of the member experience; they are the experience. Or as Adrian put it:
“Watching two hours of tennis doesn’t make me a tennis player. It’s the doing inside realistic environments that builds skill.”
Later, in a conversation with Mike Lawson of CU Broadcast, Adrian reinforced the heart of our approach:
“AI should support people, so they can deepen human relationships.”
It was one of the most energizing sessions of the day, proving that when credit unions align technology with empathy, they unlock loyalty and trust.
The “Phygital” Future of Credit Unions
By the final day, the spotlight shifted to member expectations — and how credit unions can meet them with both agility and empathy.
Andrea Jones-Rooy reframed AI anxiety:
“Fear of AI can be a strength, guiding responsible adoption.”
Kathy Sianis of Posh urged leaders to move past chatbots toward intelligent workflows:
“AI + Human isn’t a replacement. It’s a partnership — freeing staff to focus on empathy and advice.”
And in the whimsical Phygital Wonderland session, Laura Eblen and Christopher Court, captured the generational challenge:
“Gen Z expects experiences that are both instant and authentic. If it’s not seamless and real, they’ll walk away.”
The message was clear: digital convenience matters, but human warmth is non-negotiable.
The Panel That Drew the Roadmap to 2026
The Cross-Council Panel, sponsored by AWS, distilled the big conversations into a blueprint for 2026:
AI with discipline
“We have to be disciplined, to measure ourselves, and do it methodically.”
Member growth with purpose
“Whatever we create, it needs to add, not take away.”
Focused strategy
“You don’t need to do everything. Just do one thing that moves you ahead.”
Fraud as an evolving threat
“Old fraud is new fraud.”
“Fraudsters use AI too — we’re in a battle of the bots.”
These weren’t soundbites. They were directives: focus less on “more” and more on what matters most, for members, staff, and communities.
The Call We’re Taking Home
For us, OME 2025 was validation. Credit unions already hold the ultimate differentiator: leading member relationships. The challenge is to apply technology with discipline, empathy, and focus so that relationship grows stronger, not weaker.
At AEQ, that means:
- Mapping journeys honestly to uncover friction before applying AI
- Equipping staff immersively with VR and GenAI practice
- Adopting AI intentionally as an enabler, not a replacement
- Choosing fewer, bolder initiatives that deliver measurable impact
As Adrian Moise summed up:
“It’s not about doing more. It’s about doing what matters most — building trust, staying relevant, and putting members and employees at the centre.”
We left Phoenix energized, and more aligned than ever with the needs of credit unions who want to modernize without losing their core advantage.
What’s Next
Want to see how journey mapping, AI and/or immersive training for your staff can help your credit union turn friction into loyalty? Connect with our team to request our OME 2025 slide deck or book a 30-minute strategy session.
And for a behind-the-scenes perspective on what it felt like to step onto the OME stage, read Isabela Moise’s blog here: Her Reflection on Presenting at OME
