You’ve made the investment. You’ve bought the tools. Now where are these “gains because of AI”?
Tools are secondary to team enablement.
We asked ourselves the question: Are our people equipped with the foundational know-how to apply these tools to their day jobs?
The outcome of asking that one, simple question? We’ve build a learning engine that goes beyond education and enables team members to take action.
We pair core learning with interactive lessons, hands-on working sessions, substantive investments and targeted deep dives. This mix of providing structured guidance, an agile approach, and grounding L&D in actual work is helping us turn knowledge into momentum. That’s what drives innovation from the inside out.
It All Starts with the Foundation
At Seer, our learning engine starts with clarity. We don’t drop team members into AI workstreams and hope they catch on. We give them the foundational knowledge and permissions they need to move confidently and responsibly, building trust with both our team and our clients in the process.
Here’s what we expect every team member to understand before they dive into AI-driven work:
- Built collaboratively with leadership and legal teams, our AI Policy outlines expectations for everyone on the team who is required to read, acknowledge, and be tested on our policy — it guides our daily operations, clarifying guidelines, accountability, and approved use cases and tools
- We expect everyone to have baseline fluency in how these tools work. Every team member is provided a Seer training on:
- AI Conversational Models 101
An introduction to how generative AI is changing how we work, how we search, and what that means for us as a marketing agency - Introduction to Prompting
An introduction on how to structure your prompts to get the most value out of these tools - Introduction to Custom GPTs
An introduction to the key features and elements of Custom GPTs, along with the guidance to build useful GPTs for themselves
- AI Conversational Models 101
We’ve Invested in $35,000 of External Training for Nearly 140 People
Every team member is enlisted to dedicate at least one hour a week to learning and development.
Rather than reinvent the wheel, we chose to partner with an organization whose ethos closely mirrors ours — practical, informative, and human-centered. The Marketing AI Institute’s Piloting AI Course is a self-paced, 8-hour certification designed to help marketers move from passive awareness to active experimentation.
Before we rolled it out, our full AI Council took the course first. The ability to level set on the Generative AI space, players, progression, mindset for finding areas for AI infusion, tools by industry, etc. with employees made this an investment worth making for our team. We invested in $35,000 to equip our full client-facing team with a shared foundation, and plan to continue that investment as new team members onboard. This is on top of the investment we made in getting all Seer team members access to paid AI tools, such as ChatGPT Teams.
All client-facing roles are now required to take this training and be Piloting AI Certified. Not because we’re checking a box, but because we believe our clients deserve informed partners who can speak to the real capabilities and limitations of AI in their marketing workflows.
Practical Application: From Learning to Building
Learning from action is more valuable than passive consumption. Training gets you started, doing it yourself locks it in.
After completing certification, we needed a system that wasn’t, “go experiment”. Experimentation needed to be accessible. That’s where Grab and Go came in.
Grab and Go is Seer’s internal initiative that moves our AI learnings to action through an 8 step process. It was designed to reduce friction, encourage participation from all experience levels, and create a clear path from idea to implementation and prevent “blank page syndrome.”
- Lowering the Barrier to Build:
We're making it as easy as possible to go from idea to action, removing confusion about where to begin. They drop a slack message into our shared AI channel, and we set them up in our Grab and Go queue from there
- Coaching That Builds Confidence:
Each Grab and Go Initiative is paired with an aligned AI Council member. Their job is to guide, unblock, and stretch thinking when someone hits a wall. This structured support means team members aren’t building in isolation. They're actively learning in the context of real work - Adoption Through Change Management:
Once an AI build is approved, it's queued into our change management process across our divisions. This is where we integrate the work into our Knowledge Management System, project management tools, and develop an impact measurement framework to track the efficacy - Not Everything Needs to Be AI — That’s a Win Too:
Not every idea submitted and worked on leads to an AI solution, and that's ok! Our process encourages teams to explore multiple options, AI-based or otherwise, and document their journey. Discerning when AI isn’t the right solution and understanding why is just as valuable for the team’s learning
Since launch, over 60 team members have contributed to 200+ build ideas — many from folks who had never used AI to streamline a workflow before. Wil talks about this process and the Seer leadership team that helped form the vision for it here
An Engine that Doesn’t Stop at Learning
Beyond being a training program, this is a system developed to effect real change at our organization. It starts with clarity, supports with coaching, and delivers real solutions that change how we work.
At Seer, we’re building a culture of iterative learning. Our internal #artificial-intelligence Slack channel has become a daily touchpoint for the team — a space to share new use cases, experiment in public, and ask questions without fear. The AI Council actively engages in that space, offering feedback and support.
To keep everyone informed on where the space is moving, Alisa Scharf, our VP of Generative AI shares a twice-monthly industry roundup of relevant shifts, updates, and high-signal resources with her POV on what that means for Seer. These touch points ensure that we’re not just looking inward at what we’ve built — we’re staying outwardly aware of what’s next.
While the tools & licenses you provide your team certainly matters, the system you build around them matters more.
Want to learn more about how our team puts this into practice to help marketers like you? Let's talk.
