Measuring AI ROI: squishy and hard metrics

In this episode, Michael J. Domanic, VP and Head of AI at UserTesting, reveals how he drove 70%+ weekly AI adoption across the entire company — turning UserTesting into one of the most AI-mature enterprises in the market. Michael shares why most enterprise AI rollouts fail, and the exact playbook he used to get hundreds of employees building custom GPTs and integrating AI into their daily workflows.Michael breaks down how UserTesting moved from Phase 1 (culture change and grassroots adoption) to Phase 2 (agent orchestration and scaled automation), how he built the governance frameworks that let teams experiment safely without creating chaos, and why the companies that treat AI adoption as a culture problem — not a technology problem — are the ones winning. He also shares his honest take on why AI projects consistently miss expectations and what leaders need to do differently in 2026.Key Topics Covered- How UserTesting achieved 70%+ weekly AI adoption across the entire organization- Why most enterprise AI projects fail to meet expectations — and the root causes leaders miss- How employees built hundreds of custom GPTs for internal workflows without a top-down mandate- The Phase 1 to Phase 2 transition: from culture change to agent orchestration- Building AI governance frameworks that enable experimentation without creating risk- Why treating AI adoption as a culture problem (not a tech problem) is the key to success- How to get executive buy-in for enterprise-wide AI transformation- What "AI maturity" actually looks like inside a real company- Michael's predictions for how agentic AI will reshape enterprise operations- The skills leaders need to drive AI adoption in their organizations*Episode Timestamps*00:00 - Introduction and welcome01:31 - Michael's career background and life journey08:08 - Why AI transformation is about creativity, not technology10:43 - Hiring the right AI transformation leaders14:07 - Building Centers of Excellence for AI17:36 - What UserTesting does and Michael's role32:55 - Achieving 70%+ AI adoption across the company35:41 - How employees built hundreds of custom GPTs39:16 - OKR methodology and governance frameworks43:50 - Creativity as the fundamental skill for future work48:39 - Phase 2: Agent orchestration and advanced AI56:46 - Outlook: Optimism about AI's future impact59:27 - Closing: How honest conversations drive progressMichael's Socials:LinkedIn — https://www.linkedin.com/in/michaeldomanic/Partner LinksBook Enterprise Training — https://www.upscaile.com/Subscribe to our free newsletter — https://newsletter.theaireport.ai/subscribe