Start with one bounded, member-facing use case built on content you already own: an assistant that answers member questions from your own body of knowledge and cites every answer. Personalization, unified member data, and agents all build on top of it. The associations that stall are the ones waiting for a complete AI strategy first.
Build it on your own content, not on a general chatbot. The assistant retrieves the relevant passages from your body of knowledge, answers from those alone, and cites the source every time — including saying so when the answer is not in the material. That constraint is the whole design.