UserTesting reached 70% weekly active use of AI across a global workforce

The Challenge

From early adoption to company-wide integration. UserTesting Head of AI Michael Domanic's journey with AI began nearly a decade ago during what he calls "AI chatbot hype cycle 1.0" (2016–2019), while working at Snaps and later New Penzance Digital. At the time, he was designing conversational interfaces for platforms like Slack, Facebook Messenger, Microsoft Skype, and voice assistants.

"The experiences we were building were terrible, at that time, the technology wasn't ready for the moment. Now it's the opposite: the moment isn't ready for the technology."

Michael Domanic, Former Head of AI, UserTesting

With the emergence of OpenAI's GPT models in late 2022, Domanic and his executive and senior leadership team recognized a shift. The technology had finally caught up with the vision. UserTesting ran informal, small-scale experiments with custom GPTs starting in late 2023. From March to July 2024, it created "strategic FOMO": limited OpenAI team subscriptions for pockets of AI champions, intentional internal communication about successful use cases, and growing demand across departments.

In summer 2024, UserTesting moved to an enterprise-wide OpenAI subscription and formalized Domanic's role as Head of AI, with the focus shifting to driving adoption and measuring ROI. But despite strong initial adoption, Domanic realized he couldn't personally scale AI education to every member of the team.

The Solution

In January 2025, UserTesting formalized a partnership with Section to provide AI education across its global workforce. The program includes:

• Access to Section's AI Academy for 800+ UserTesting employees
• Implementation of AI Proficiency and AI Expert certification programs
• Structured learning pathways tailored to different roles and departments
• Participation in Section's HumanX events and workshops led by Section leadership

Alongside the program, UserTesting has fully democratized custom GPT development across the business, building applications with broad cross-functional relevance and running education campaigns that highlight diverse AI applications.

The Results

The results speak for themselves: UserTesting quickly reached 50% weekly active users and has since grown to approximately 70%. Employees took 272 AI courses in the first two months and have watched 1,553 AI lessons.

Domanic plans to reach 80% weekly active use of AI, then pivot to focusing on daily active users and measuring UserTesting's return on investment as they go.

"We need to create an AI culture across the organization, not just because we're making the investment in AI, but because we see the opportunity for a return on our investment."

Michael Domanic, Former Head of AI, UserTesting