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Accelerating AI adoption across a global workforce with Section
Learn how human insights leader UserTesting partners with Section to upskill 800 employees on AI
Company size: Mid-market (500-1,000)
Location: Bellevue, WA HQ
Section use case: AI upskilling
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,” he says. “At that time, the technology wasn’t ready for the moment. Now it’s the opposite: the moment isn’t ready for the technology.”
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, prompting the leaders to think strategically about what the business should do next.
1. Initial experimentation (2019-2023)
- Building AI features in the UserTesting platform since 2019
- UserTesting's first generative AI feature released in fall 2023
- Informal, small-scale experiments with custom GPTs starting late 2023
2. Creating strategic FOMO (March - July 2024)
- Limited OpenAI team subscriptions for pockets of AI champions
- Initial ChatGPT access given to select experimental groups
- Intentional internal communication about successful use cases
- Growing demand across departments
3. Wall-to-wall deployment (summer 2024)
- Enterprise-wide OpenAI subscription
- Domanic's role formalized as Head of AI
- Focus shifted to driving adoption and measuring ROI
4. Education and use case development (ongoing)
- Fully democratized approach to custom GPT development across the business
- Building applications with broad cross-functional relevance
- Education campaigns highlighting diverse AI applications
The results speak for themselves: UserTesting quickly reached 50% weekly active users and has since grown to approximately 70% weekly active users.
Despite strong initial adoption, Domanic realized he couldn’t personally scale AI education to every member of the team.
“I can’t be everywhere at once,” he says. “And for employees, staring at a blank AI text box can be intimidating. We had to break down that intimidation factor.”
After evaluating multiple resources, Domanic discovered Section through Scott Galloway's Pivot podcast. He purchased an individual license and quickly recognized the value.
"I think Section’s education around AI – and how it applies to knowledge workers – is better than anything out there," Domanic explains. "The large learning platforms are full of garbage, and no one should have to sift through that garbage to find something interesting.
“That’s why we made the decision to purchase a Section license for everybody."
In January 2025, UserTesting formalized a partnership with Section to provide AI education across their 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
Michael Domanic and key team members have also participated in Section's HumanX events and workshops led by Section leadership, further deepening the partnership.
Since the inception of the program, UserTesting employees have:
- Taken 272 AI courses
- Watched 1,812 AI lessons
- Achieved 70% weekly active use of AI
Domanic plans to achieve 80% weekly active use of AI and then pivot to focusing on DAUs, as well as measure the ROI of 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,” he says.
About Section
Section is an AI workforce transformation company that helps workforces become AI-powered. Section provides AI transformation planning, employee benchmarking, upskilling, and workflow redesign to help companies compete in the age of AI.
