AI is everywhere—but are we really using it to its full potential?

In today’s rapidly evolving digital landscape, artificial intelligence (AI) has taken center stage as a transformative force across industries. Yet, as explored in the latest episode of Insights Unlocked, only a fraction of professionals are fully harnessing its power.

Michael Domanic, Head of AI at UserTesting, and industry expert Mike Mace, UserTesting’s Principal of Industry Solutions Marketing, shed light on why just 20% of knowledge workers are leveraging AI tools like ChatGPT to their fullest potential—and what organizations can do to bridge the gap. The two were recorded at The Human Insight Summit in October.

In the fall of 2024, UserTesting conducted a major study of AI chatbot adoption and usage in businesses worldwide, including an extensive survey and video interviews. The results show the state of the AI chatbot business today and give strong indications of future problems and opportunities. Mike and Michael talked about the findings in this recording.

The rapid rise of AI adoption

AI adoption has reached unprecedented levels. According to a study discussed in the episode, 66% of knowledge workers globally now use generative AI tools like ChatGPT.

“This is the fastest adoption of a major tech product we’ve ever seen,” Mike said. “For comparison, it took email 20 years and web browsing six years to reach similar levels.”

Yet, despite this surge, only 20% of users feel that losing access to AI tools would significantly impact their work. Why? The gap lies in training and strategy. This metric, often used to gauge a product's value to users, highlights a stark divide in adoption.  A successful product, Mike said, would have at least 40% of users reporting they would feel really bad if it went away.

Why training is the missing link

While AI tools are widely available, the majority of users are left to figure out their applications independently. “Most users told us their training consisted of watching a few YouTube videos or talking to friends,” Mike revealed.

Without structured training, many workers default to using AI for simple, one-off tasks—like drafting emails—rather than incorporating it as a strategic partner.

Michael emphasized this point: “What you don’t want to do is just turn it on and say, ‘Go find interesting use cases.’ AI requires more deliberate enablement to unlock its full potential.”

For organizations looking to implement AI effectively, check out Episode 144 with Sharbani Dhar, who also offered a guide for integrating new AI technology into workflows.

How AI transforms productivity

When used strategically, AI can significantly boost productivity. One study cited in the episode found that knowledge workers experienced up to a 37% increase in productivity when integrating AI into their workflows.

“AI isn’t just about automating tasks,” Michael said. "It’s about transforming how we strategize, collaborate, and innovate.”

For example, Michael shared how he uses AI as a thought partner:

• Meeting preparation: “I run my presentation decks through a language model to anticipate questions I might face.”
• Strategic brainstorming: “AI helps me refine strategies and identify gaps I might overlook.”

These higher-order use cases unlock far greater value than task-oriented functions alone.

Emotional resonance: A critical factor in AI design

A surprising finding from the podcast was how users judge AI interactions. People approach conversations with AI in the same way they evaluate human interactions, focusing on tone, phrasing, and emotional connection.

“Users told us things like, ‘The bot was mocking me,’ or ‘It felt like it was talking down to me,’” Mike said.

This insight highlights the importance of designing AI interactions that align with your brand voice. For tips on creating empathetic customer experiences, explore UserTesting’s resources on customer-centric design.

Strategies for successful AI adoption

Michael and Mike shared actionable strategies for organizations to maximize the value of AI:

1. Select the right model: Choose an AI tool that aligns with your business needs, whether it’s ChatGPT, Claude, or Google Gemini.
2. Establish clear governance: Implement policies to manage data usage securely.
3. Train your teams: Equip employees with the skills to integrate AI into their workflows effectively.
4. Appoint AI ambassadors: Identify tech-savvy employees who can champion adoption across teams.

Michael explained, “We’ve achieved a 65% weekly active user rate at UserTesting because we prioritized training and shared success stories to build momentum.”

What’s next for AI and organizations?

As AI continues to evolve, companies must shift from viewing it as a risk to seeing it as a strategic opportunity.

“Many organizations treat AI as a security issue,” Mike said. “They focus on what not to do, but they miss the chance to drive real productivity gains.”

Episode links: 

• Michael Domanic on LinkedIn
• Mike Mace on LinkedIn
• How to tackle AI adoption to develop a competitive advantage and empower your teams. This resource discusses strategies for AI adoption, emphasizing the importance of organizational support and change management to successfully implement AI and gain a competitive edge.
• Exploring AI in experience research. This podcast episode examines the evolving role of AI in experience research, highlighting how integrating AI can unlock deeper insights and streamline workflows for UX researchers and product managers.