Turning AI Experiments Into Everyday Work With Omnisend

Would employees use AI differently if a practical project could earn them a 2 to 4 percent salary increase?

In this episode of Tech Talks Daily, I welcome back Rytis Lauris, CEO and co-founder of Omnisend. We last spoke in December 2022, before generative AI became part of almost every technology and workplace conversation. This time, we examine why so many company AI projects attract attention during a demonstration but never become part of the work people do each day.

Rytis calls this the "beautiful junk" trap. A prototype can look impressive, yet employees return to the old process when the agent makes mistakes, lacks context, or requires extra effort. He believes prompting is partly a delegation skill. People must define the result they want, supply enough context, and review the output. Managers face an unusual tension because employees often perform best with room to use their judgment, while AI agents require much tighter instructions.

Another problem is the way organizations treat implementation. A traditional CRM project begins with mature software, installation, training, and a defined handover. An AI agent may begin with inconsistent results and improve only through continued use, evaluation, and correction. Rytis argues that businesses must treat agents as products that require ongoing ownership rather than projects that end after launch.

Omnisend's response began with broad access to AI tools. The company then created recurring AI days when most employees canceled meetings and spent time experimenting. Accountants, lawyers, and other teams began building their own tools rather than waiting for developers.

Rytis shares an accounting agent that checks whether employees have supplied reimbursement documents, sends reminders, and asks a person to intervene when repeated requests fail. He also describes a legal-review agent that examines new AI tools and assigns a green, yellow, or red status. Green tools can be used without further review, yellow decisions go to legal counsel, and red tools are rejected.

Omnisend is now formalizing this approach by offering salary increases of between 2 and 4 percent. Rytis says individual contributors must demonstrate that AI is saving time on repetitive, low-value work. Employees can qualify by building a useful tool, helping colleagues create one, or becoming an effective adopter. Managers are also assessed on whether their teams are using AI to reduce time spent on routine tasks.

The policy creates a genuine debate. Financial rewards can give employees permission and motivation to change established habits, but they could also encourage people to automate work simply because a reward is available. Rytis says Omnisend has not identified cheating or harmful behavior so far. Decisions are decentralized to managers, which gives teams flexibility but also places considerable responsibility on management judgment. He notes that Omnisend has approximately 260 employees, a scale that may make this approach easier to oversee than it would be inside a much larger enterprise.

The conversation includes an example of a recurring agent designed to identify and recover failed customer payments. It assesses risk signals, detects failures, contacts customers through several channels, brings account managers into the process when needed, and reports results through a dashboard. The goal is to remove friction for Omnisend and customers rather than adding an AI layer with no clear result.

Rytis also offers a candid account of customer-support automation. He says AI now handles around 40 percent of Omnisend's support tickets. When the system launched two years earlier, customer satisfaction was almost three times lower than the human team's result. Two employees worked continuously on training the agent, and Rytis says human and AI customer-satisfaction levels are now comparable. The figures are Omnisend results shared by Rytis during the interview and should remain attributed to him.

A separately recorded section also covers AI inside the Omnisend product. Rytis describes recommendations that identify possible improvements in marketing automations, natural-language segment creation, and MCP connections that let customers work through ChatGPT or Claude before sending campaigns through Omnisend. He says these capabilities have received the strongest customer usage among the company's AI work.

This is an honest discussion about incentives, experimentation, uncomfortable tradeoffs, and the patience required to turn an unreliable agent into a dependable colleague. Would a salary increase encourage meaningful AI adoption inside your organization, and who should decide whether the result deserves the reward? Listen to the conversation and share your thoughts with me.