
Image by Nicole Todd
More than two years following the debut of generative AI, companies that brought the technology to their workforces want a return on their investment. Wait—if so cool, why no ROI? Because employees aren’t adopting it effectively.
A survey from Accenture found that 55% of employees said they’d gain the confidence to use generative AI tools if they had clear guidance and comprehensive training. Perhaps that would close the 20% gap between how C-suite leaders and their employees understand the potential value of AI “to a great extent.”
So, we have an adoption problem. And as marketers shift their focus to agentic AI, this low adoption rate can make it challenging for prospects to continue on their AI journey. If organizations don’t generate an ROI, they’re less likely to consider the value of agentic AI—and might be skeptical about its ability to uncover invaluable sales leads or enter new markets.
Fear not! 2A is here to help you grow your generative AI accounts by targeting the end user in a way that will drive ROI. Here are a few things you (and we) can do:
Produce case studies for everyone. Case studies are middle-to-bottom-of-funnel assets, which are great for helping business and technology decision-makers see a clear path to employee use and ROI. Because we’re talking about technology, it’s easy to default to focusing on the IT and development, or “backend,” aspect of adoption. With agentic AI, we need to think differently. Using new technology to yield real change in a business depends as much on the front of house, so don’t be afraid to be less technical in an agentic AI case study. Spotlight Alex from accounting when he gets to his desk in the morning. It will show leadership how the technology is applied in day-to-day operations that affect the bottom line (versus the journey to a successful integration) and give potential buyers a sense of how it materializes in and improves workflows. Beyond the C-suite, these case studies are shareable with the end user so they can also understand the value and usability of agentic AI for as many use cases as possible.
Customize end-user guides. Pair your pitch with end-user guides to help employees start using your agentic AI solution, which you can distribute once the customer is on board. These guides should keep it simple, avoid technical jargon, and focus on what users need to get started. For example, instead of explaining the science behind large language models, start with why the tool matters: “You can ask your agent a question or give it a command,” or “You’ll get better results if you provide your agent with a sample of what you’re looking for.” Use real examples to illustrate key points, and consider a tiered approach, such as basic guides for beginners and advanced ones for power users. Most importantly, customize these guides by industry with content marketers who understand sector-specific terms, pain points, and goals for different roles within an industry’s organization.
Create multimedia explainers. You should also cater to different learning styles. Instead of dull, monotone training videos, create animated explainers with recurring characters that increase employee completion rates (research backs this up). Offer bite-sized videos or infographics for visual learners, podcasts for auditory learners, and step-by-step solution sheets for do-it-yourselfers. Adding interactivity—like quizzes or hands-on exercises—helps reinforce learning. By making content engaging, digestible, and worth their time, users are more likely to adopt and retain key information.

Now that you have some ideas about marketing your agentic AI to the end user, here’s a helpful tip to keep in mind: Emphasize what agentic AI can’t do. Understandably, end users don’t want AI to take their jobs. When people hear what agentic AI can do, the first concern isn’t going to be, “How will I learn how to use it?” but instead, “Will this replace me?” That can hurt adoption. The reality is that most agentic AI solutions are meant to make human jobs easier, so it’s important to dispel the myth that end users are training their replacements. To help communicate this, be sure to include the pivotal role of the human and note what agentic AI can’t do in your end-user materials. This will not only allay fears but also help the end user better understand how to integrate this technology into their workflows (and how they can’t).
At 2A, we love brainstorming, building, and designing end-user materials—and we’re ready to help you boost conversion with this oft-forgotten ingredient for marketing magic. Contact us to get started.