The best AI Product Owners don't just deploy platforms. They remember what it feels like to learn AI from scratch.

I started as a learner myself, building multi-step agents and workflows without writing code. Along the way I learned where people get stuck and the exact moment, they want to quit. That experience shaped how we rolled out Enterprise AI across the Würth Group, growing from a pilot in 12 companies to more than 250 companies and 22,000 active users. In a group where every company makes its own decisions, a central rollout plan only gets you so far.

In this session, I share how we turned curious first-time users into daily users, and why colleagues did more for adoption than a mandate ever could.