United Concordia Dental Achieves 75% AI Adoption Rate Using Prosci ADKAR Model

Challenge

United Concordia Dental faced the complex challenge of introducing generative AI technology (Sidekick) to their workforce while managing natural skepticism and fear around artificial intelligence (AI). As a dental insurance company, they needed to balance innovation with strict security, legal and regulatory risk management requirements.

The organization had previously experienced various change management approaches across different program teams, with some practitioners certified and others not, leading to varying adoption measurements and outcomes. Leadership recognized that successful AI implementation would require more than just technical deployment—it demanded a comprehensive people-centered change strategy.

The primary obstacles included employee concerns about job security, uncertainty about AI's practical value, and the need to shift from established work patterns to AI-enhanced processes. Without proper change management, the organization risked having their AI investment underutilized or rejected by employees.

Solution

United Concordia partnered with Prosci to build comprehensive change management capabilities specifically for AI adoption:

Practitioner Certification Program: Certified 170 Prosci change practitioners across the organization (approximately 1 in 10 employees), creating a robust network of change champions.
ADKAR Blueprint Development: Created customized ADKAR blueprints for each business area, tailored to specific departmental needs and challenges.
Leadership Sponsorship Alignment: Secured executive sponsorship from the President and CEO, establishing clear goals and expectations for AI adoption.
Super User Network: Deployed 20+ super users across business areas to provide hands-on coaching and support during AI tool implementation.
Integrated Training Approach: Incorporated AI adoption projects directly into Prosci's 3-day practitioner certification programs, allowing real-time application of change principles.

Accelerated Change Through Quick Wins

The rapid feedback and immediate value realization from AI tools made the ADKAR Model more accessible and digestible for employees. "The ADKAR Model has been a great complement to AI adoption, supporting a greater understanding of the individual change model," notes Lunney. "The rapid pace of AI has made ADKAR more digestible and accessible; the ability to immediately access it on a desktop allows individuals to calibrate where they are in their change journey quickly."

Hands-on Strategies to Support Adoption

Implemented one-on-one coaching sessions where change practitioners would sit with employees, identify specific work challenges, and demonstrate how Sidekick could address their immediate needs. "Having somebody sit down with employees and coach them through using the AI tool has been invaluable," Lunney emphasizes. "The vast majority of successes I've seen come from this hands-on approach rather than people trying to figure it out on their own." This personalized approach eliminated the intimidation factor around "prompt engineering" and made AI adoption feel natural and valuable.

Metrics-Driven Approach

Established comprehensive tracking systems for activation rates (employees who enter at least one prompt) and regular usage (multiple uses within four weeks), enabling data-driven adjustments to adoption strategies.

Results

United Concordia's partnership with Prosci delivered measurable business impact and cultural transformation:

Adoption Success: Achieved 70-75% employee activation rate within eight months, with clear goals to reach 55-60% regular usage by the end of 2025. Individual contributors showed 63% adoption, while leadership levels achieved higher rates across the board.

Efficiency Gains: Employees reported saving approximately 8 hours per week previously spent searching for information to do their jobs. The AI tool now handles routine tasks like agenda formulation, meeting summaries, and document drafting, freeing employees for higher-value work.

Cultural Transformation: United Concordia successfully shifted organizational mindset from AI skepticism to AI embrace. "I think it accelerated the acceptance just because the benefit they saw was realized very quickly," explains Lunney. "I haven’t met a single person who's been skeptical when sitting down with them and demonstrating the value – the response is always 'wow.' They're amazed by the quality of the response and how it's given them an opportunity to break out of their established patterns." Employees now proactively use Sidekick for goal setting, performance reviews, and daily problem-solving. The September implementation of ADKAR blueprints directly correlated with significant adoption increases in October and November. Key themes employees have reported from the benefits of AI adoption have been:

Significant time savings
Enhanced accuracy and reduced errors
Improved communication
Increased productivity and efficiency
Facilitated learning and understanding
Ease of use and accessibility
Reduced stress and frustration

Sustained Engagement: Regular community of practice meetings show continued employee enthusiasm, with practical applications expanding beyond initial use cases to personal productivity and strategic planning activities.