Harnessing AI to Help Coworking Operators Understand Their Communities Better
Will AI change how coworking operators interact with their community?
After more than twelve years in the coworking industry, we’ve seen the movement evolve at an incredible pace, especially in recent years. Spaces have grown larger, making it harder for operators to truly connect with their communities. At the same time, expectations for higher service standards and increasing competition mean that creating tailored experiences and fostering long-term member engagement is more important than ever.
From the very start of the coworking movement, one thing has always been true: the better operators know their communities, the better they can help them thrive. And today, that’s more important than ever.
The Challenge: Diverse Operators, Fragmented Data
Coworking spaces are as diverse as the people who use them. Some operators meticulously track detailed data about their members, while others collect only the essentials. This variation creates a challenge: how do we build an AI-driven segmentation tool that works effectively for all operators, regardless of the quality or completeness of their data?
When we started this project, we wanted to develop an intelligent model that could provide meaningful insights to operators managing spaces of any size, regardless of whether their data was sparse or inconsistent. The idea was that anyone using this module would see its value and be able to act on the insights provided.
That said, it’s important to remember that the more structured and complete the data, the more value you can get from the model.
The Data That Drives AI-Powered Segmentation
At Nexudus, we’re taking a big step forward with AI-powered customer segmentation in our coworking management software. With this new feature, we aim to give coworking operators a powerful tool to gain deeper insights into their communities, making it easier to personalize experiences, streamline operations, and scale their spaces.
To build a segmentation model that truly works, we focused on key behavioral and transactional patterns, including:
- Membership Type – Whether members use virtual offices, dedicated desks, hot desks, private offices, or part-time memberships.
- Financial Interactions – Payment history, membership plans, and spending on extras like meeting rooms, food, parking, or printing.
- Engagement Metrics – How often members visit, how long they stay, and which amenities they use.
- Demographics & Team Dynamics – Team size, individual vs. group work habits.
- Contract Duration – How long a member has been part of the space.
By analyzing these factors, we’ve created a flexible yet powerful model that helps coworking operators understand their community on a deeper level. Best of all, our software ensures these insights are easy to access and act on—regardless of how much or how little data an operator collects.
Why AI? And Why These Specific Techniques?
Traditional segmentation methods struggle to handle complex, high-dimensional data. AI, on the other hand, excels at finding hidden patterns in large datasets. We chose two specific AI techniques to power our segmentation model:
- UMAP (Uniform Manifold Approximation and Projection): A dimensionality reduction method that simplifies high-dimensional data into 2D or 3D while preserving the relationships between data points. This helps us visualize and analyze member data without losing the essence of their behaviors and interactions.
- HDBSCAN (Hierarchical Density-Based Spatial Clustering of Applications with Noise): A clustering algorithm that automatically identifies groups of similar members based on their behaviors, even when the data is noisy or incomplete. Unlike traditional methods, HDBSCAN does not require us to specify the number of clusters in advance, making it ideal for our diverse operator base.
These techniques work together to identify meaningful trends and member groups, ensuring that even operators with limited data can extract valuable insights using our coworking management software.
Overcoming the Biggest Challenge: Data Quality and Consistency
The biggest challenge in this project was managing the fragmented and inconsistent data across different operators. Some operators kept detailed and consistent records, while others had varying amounts of data depending on their operational maturity.
We tackled this challenge by carefully selecting the most relevant features for segmentation. Our AI models were designed to handle missing data gracefully, ensuring that even operators with limited data could still benefit from actionable insights. This process taught us the importance of balancing data quality with the need for broad applicability across our customer base.
Surprising Insights: Patterns Hidden in Plain Sight
One of the most exciting outcomes of this project was how well our AI techniques worked, even with a reduced set of features. The models successfully identified distinct member cohorts, reflecting the diverse audiences each operator caters to. From digital nomads using hot desks to corporate teams in private offices, the AI uncovered patterns that help operators better serve each group’s unique needs.
The Impact: Empowering Operators to Thrive
With AI-powered segmentation embedded now in our coworking software, operators are able to:
- Enhance Customer Satisfaction: Deliver personalized services and amenities that resonate with each member segment.
- Unlock Revenue Opportunities: Implement targeted upselling and cross-selling strategies based on member behaviors.
- Operations: Allocate resources more effectively by understanding member preferences and usage patterns.
By providing operators with these insights, Nexudus helps them build stronger, more meaningful relationships with their members, driving both satisfaction and sustainable growth.
A Learning Journey: Building AI in the Coworking Industry
This project was not just about building an AI solution; it was a journey of learning and discovery. Our team gained valuable insights into how AI can be leveraged in the coworking industry, and, along the way, we also deepened our understanding of our own customers. This experience has been both revealing and rewarding, showing us the immense potential of AI in enhancing coworking operations.
Data Privacy: A Core Priority
Throughout this project, data privacy remained a top priority. All analysis was conducted within our proprietary infrastructure, ensuring that no personal data left our systems. Our AI models worked exclusively with anonymous numerical data, ensuring complete confidentiality and compliance with data privacy standards. Doing this meant we could leverage powerful segmentation models while taking advantage of the most recent LLM systems to generate meaningful insights without sharing any personal data with those models.
Related stories
Creating Events that Drive Community Engagement in Coworking Spaces
Community is everything in coworking, but a genuine sense of connection between members doesn’t magically happen overnight or by chance. Often, meaningful relationships take intentionality, effort, and time to build, with events being an effective vehicle for bringing people together around shared interests, goals, and experiences, creating opportunities for collaboration, and a thriving coworking culture. This article looks at creating events that drive community engagement in coworking spaces.
How the Right Coworking Software Can Transform Your Coworking Space
We all know that technology solutions are imperative to the day-to-day running of your coworking space, but the right coworking software can take it to the next level. It has the power to transform your coworking space into a highly profitable business, all while building a vibrant and engaged community. Let’s explore how the right tools can transform your coworking space.
How to Make Your Coworking Space More Sustainable in 2025
Sustainability is becoming more and more important for coworking spaces. If you're thinking of making your space more sustainable, it's good to remember that there are lots of ways to go about it. From small details to bigger changes, everything adds up when it comes to reducing your environmental impact.
New in Nexudus: Reduce no-shows & improve team bookings in your coworking space.
Meeting rooms are at the heart of collaboration in coworking spaces. Whether it's a brainstorming session, a client meeting, or a team catch-up, having a simple and efficient way to book and manage meeting rooms makes all the difference. But let’s be honest—there’s always room to improve the experience for your members.
Unlock New Revenue Streams with Our New Virtual Offices Module
The popularity of remote and hybrid working has prompted many organisations to rethink the way they utilise office space. Many have swapped their large, static HQs for more flexible satellite solutions that can accommodate a disparate workforce.
5 Ways to Reduce Noise in Open Offices & Coworking Spaces
Some people like working against a background of noise, while for others it’s their worst work nightmare. The truth is, our relationship with noise depends on our own preferences and the nature of our work.
ViDA Compliance Guide: 8 Essential Steps for Coworking Spaces in the EU
Now that 2025 has arrived, the European Union's VAT in the Digital Age (ViDA) initiative is becoming a key topic for coworking spaces operating in the EU. But don’t panic—ViDA will be introduced gradually, with key changes taking effect from 2028. This major VAT reform aims to modernize tax reporting, combat fraud, and streamline compliance through mandatory e-invoicing and real-time digital VAT reporting for certain transactions.
Key takeaways from the Workspace Design Show 2025
London’s Workspace Design Show is undoubtedly one of the best coworking events of 2025. For one, the exhibition (held at Islington’s Business Design Centre) features a host of innovative and creative workspace design solutions tailored to the needs of modern workplaces.
What Is Workplace Management and Why Does It Matter?
There has always been a need for workplace management – the process of organising and optimising physical spaces, resources, and operations to support people’s needs. But, as 28% of UK working adults were reported to work in a hybrid capacity last autumn (by the Office for National Statistics), the question of ‘why workplace management matters’ is more critical than ever. Let’s look at the workplace management benefits for your operations.
The Best Coworking Events in 2025: Must-Attend Gatherings for Professionals
Managing coworking spaces is an all-encompassing role, often leaving operators, owners, and community managers with little time to focus on personal growth or draw inspiration from others.
Community
