Case Study

Accelerating AI adoption across a global workforce with Section

Learn how human insights leader UserTesting partners with Section to upskill 800 employees on AI
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“Section’s education around AI – and how it applies to knowledge workers – is better than anything out there.”

- Michael Domanic, Head of AI, UserTesting

By the numbers

272

AI courses taken in first two months

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1553

AI lessons watched

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70%

weekly active usage of AI

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The quick summary

UserTesting partners with Section to drive organization-wide AI adoption and proficiency among their 800+ global employees. The organization has achieved 70% weekly active usage rates and is creating a culture where AI powers innovation and efficiency.
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About UserTesting

Industry: Software/technology

Company size: Mid-market (500-1,000)

Location: Bellevue, WA HQ

Section use case: 
AI upskilling

The challenge

From early adoption to company-wide integration

Agital came together quickly through a series of acquisitions in 2022-2023, inheriting a patchwork of founder-led cultures across its now-325-person organization. By early 2025, the company had:

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Executive awareness and appetite for AI transformation

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Despite strong initial adoption, Domanic realized he couldn’t personally scale AI education to every member of the team.

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.

Compounding challenge:

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.

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“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, Head of AI, UserTesting

The diagnosis

Enthusiasm without infrastructure equals expensive drift.

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The proposal

The Section partnership

In January 2025, UserTesting formalized a partnership with Section to provide AI education across their global workforce. The program includes:
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Access to Section's AI Academy for 800+ UserTesting employees
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Implementation of AI Proficiency and AI Expert certification programs
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Structured learning pathways tailored to different roles and departments
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Participation in Section's HumanX events and workshops led by Section leadership, further deepening the partnership.
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The journey

Agital's AI adoption journey

The results speak for themselves: UserTesting quickly reached 50% weekly active users and has since grown to approximately 70% weekly active users.

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.

(2019-2023)
Initial experimentation
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Building AI features in the UserTesting platform since 2019

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UserTesting's first generative AI feature released in fall 2023

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Informal, small-scale experiments with custom GPTs starting late 2023

(March - July 2024)
Creating strategic FOMO
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Limited OpenAI team subscriptions for pockets of AI champions

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Initial ChatGPT access given to select experimental groups

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Intentional internal communication about successful use cases

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Growing demand across departments

(summer 2024)
Wall-to-wall deployment
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Enterprise-wide OpenAI subscription

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Domanic's role formalized as Head of AI

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Focus shifted to driving adoption and measuring ROI

(ongoing)
Education and use case development
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Fully democratized approach to custom GPT development across the business

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Building applications with broad cross-functional relevance

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Education campaigns highlighting diverse AI applications

Why this matters

Lessons from 
Agital + Section

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Start with a validated baseline, not assumptions.

Agital knew they needed external validation of their AI proficiency before building toward anything. Assumptions about "where the org is" consistently overestimate adoption and miss the specific gaps that matter for program design.
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Solve the manager layer before you launch champions.

Agital's clearest lesson: champions without accountable managers above them will plateau. AI adoption must be a leadership behavior, not just an individual one.
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Separate your AI tracks.
Conflating technical AI product development with org-wide enablement creates confusion. Agital's two-track model – with coordinated governance – keeps both moving without collision.
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Activation is the step most companies skip.
Agital had a strong diagnostic and a solid transformation plan. Re-engaging Section specifically for activation (moving from plan to practice) reflects a realistic understanding of where AI programs actually break down.
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Make

AI

a practice your team can run.

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