## What is Adoption **Adoption is a journey that leads to retention**. It is a process of users fully embracing and utilizing a product or service. ## AI & GitLab Duo Adoption  ### AI Adoption  Increasing utilization of AI in day to day workflows is accelerating. We are actively doing so internally at GitLab https://internal.gitlab.com/handbook/company/ai-at-gitlab/  ### GitLab Duo availability  Our own AI product, GitLab Duo is relatively new and has been evolving continuously. As GitLab Duo features continued to be developed and released, we allowed ‘Free access’ of them for paid customers (Premium & Ultimate).  * December 22, 2023: Code Suggestions became generally available on https://about.gitlab.com/blog/2023/12/22/gitlab-duo-code-suggestions-is-generally-available/).  * February 1, 2024: GitLab Duo Pro became available to Premium and Ultimate customers on https://about.gitlab.com/blog/2024/01/17/gitlab-duo-pro/.  * March 8, 2024: GitLab Duo Pro Trials became available. * September 3, 2024: GitLab Duo Enterprise became available on https://about.gitlab.com/blog/2024/09/03/gitlab-duo-enterprise-is-now-available/.  * October 17, 2024: GitLab Duo Enterprise Trials became available  * Free access of Duo features ended  * GitLab Duo Pro became only available for Premium customers  * GitLab Duo Enterprise was only available for Ultimate customers.  * Free users were now able to trial GitLab Duo Enterprise + Ultimate concurrently.  ### GitLab Duo Adoption With GitLab Duo now available, our focus is on driving successful customer adoption of these AI features. GitLab Duo adoption initially occurs during the 60-day trial period with a pilot group, then expanding to broader teams after purchase. <table> <tr> <td colspan="2"> **Activation** </td> <td> **Retention** </td> </tr> <tr> <td> [Administrator Setup & Configure Duo](https://gitlab.com/groups/gitlab-org/-/epics/14298) </td> <td> [End-user setup & Initial Duo Feature Adoption](https://gitlab.com/groups/gitlab-org/-/epics/14452) </td> <td> [Retained usage of Duo](https://gitlab.com/groups/gitlab-org/-/epics/15423) </td> </tr> </table> ## R&D's strategic approach to GitLab Duo Adoption Adoption efforts are cross functional. We expect feature teams to continue to build and improve upon valuable features that add value to Duo's offering. Growth teams will help accelerate adoption of features as they become available. The table below summarizes areas of adoption each team will focus on based on existing domain ownership. _Note: Roadmapped/planned items related to solving adoption will be 'housed' within each sub epic (specific to an adoption step) under 'Child Items'_ <table> <tr> <th></th> <th> [Team / Key Contributors](https://handbook.gitlab.com/handbook/product/categories/#devops-stages) </th> <th>Adoption Stage Relevant To Them</th> <th>How do these teams impact and drive Adoption</th> <th> **What are we measuring?** **_Note: Some of these may not be possible as of 2024-10_** </th> </tr> <tr> <td>1</td> <td> ~"section::growth"<br> ~"group::acquisition" </td> <td> [Start a Duo Trial](https://gitlab.com/groups/gitlab-org/-/epics/15422) </td> <td> As a business we want to ensure that our provided Duo offerings match a need in the market and result in desirable outcomes for the business (revenue and usage) We want to offer seamless paths that allow prospects and customers to try our AI offering (Duo). </td> <td>number of Duo trials started</td> </tr> <tr> <td>2</td> <td></td> <td> [Trial Usage of Duo](https://gitlab.com/groups/gitlab-org/-/epics/14720) </td> <td> Adoption of Duo features during the trial period is key to convincing a prospect or customer to purchase the Duo add-on and seats for their teams. We need to ensure that during the trial period value is easily discoverable for group owners/admins and end-users begin to adopt features. </td> <td> feature usage during trial period and/or to be defined 'Duo activation' </td> </tr> <tr> <td>3</td> <td></td> <td> [Purchase Duo](https://gitlab.com/groups/gitlab-org/-/epics/15424) </td> <td> Purchasing is a high motivation activity. We want to ensure that the purchasing experience for Duo is seamless and allows teams to continue their adoption journey without interruption. We want to ensure our offering is clear and transparent so that the buyer can be confident about their purchasing decision. </td> <td>conversion to purchasing add-on and seats</td> </tr> <tr> <td>4</td> <td> ~"section::fulfillment" ~"group::provision" </td> <td> [Start a Duo Trial](https://gitlab.com/groups/gitlab-org/-/epics/15422) </td> <td> As a business we want to ensure that our provided Duo offerings match a need in the market and result in desirable outcomes for the business (revenue and usage) We want to offer seamless paths that allow prospects and customers to try our AI offering (Duo). </td> <td>number of Duo trials started</td> </tr> <tr> <td>5</td> <td></td> <td> [Setup and Configure Duo](https://gitlab.com/groups/gitlab-org/-/epics/14298) </td> <td> Group owners/admins need to balance their internal workflows while beginning to adopt AI. They need to easily provision and manage access to Duo (assign seats) so that end-users can utilize and adopt features. </td> <td>seat assignment</td> </tr> <tr> <td>6</td> <td> ~"section::fulfillment" ~"group::subscription management" </td> <td> [Purchase Duo](https://gitlab.com/groups/gitlab-org/-/epics/15424) </td> <td> Purchasing is a high motivation activity. We want to ensure that the purchasing experience for Duo is seamless and allows teams to continue their adoption journey without interruption. We want to ensure our offering is clear and transparent so that the buyer can be confident about their purchasing decision. </td> <td>conversion to purchasing add-on and seats</td> </tr> <tr> <td>7</td> <td> ~"section::data-science" ~"group::ai framework" </td> <td> [Setup and Configure Duo](https://gitlab.com/groups/gitlab-org/-/epics/14298) </td> <td> (SM) Instance Admins need to balance their internal setup, requirements, and regulations around AI with how they roll out and provision access to Duo. We want group owners/admins to be confident in their instance setup so they can setup Duo properly. </td> <td> seat assignment? or something before seat assignment but specific to self-managed </td> </tr> <tr> <td>8</td> <td> ~"section::growth" ~"group::activation" </td> <td> [Setup and Configure Duo](https://gitlab.com/groups/gitlab-org/-/epics/14298) </td> <td> Group owners/admins need to balance their internal workflows while beginning to adopt AI. They need to easily provision and manage access to Duo (assign seats) so that end-users can utilize and adopt features. Discoverability and awareness of this necessary step early in their Duo experience is key to adoption.  </td> <td>seat assignment</td> </tr> <tr> <td>9</td> <td></td> <td> [End-User Setup and Initial Duo Feature Adoption](https://gitlab.com/groups/gitlab-org/-/epics/14452) </td> <td> The IDEs and the GitLab UI are the entry points for Duo features. Ensuring end-users discover features and begin to try Duo capabilities within their workflows is key to adoption. End-users who have been granted access should be aware of features in context of their workflows. End users need to break their mental model of how they’re currently working and shift to a mindset that allows them / motivates them to adopt Duo. </td> <td> feature usage engagement with onboarding </td> </tr> <tr> <td>10</td> <td> ~"section::data-science" ~"group::ai framework" </td> <td> [End-User Setup and Initial Duo Feature Adoption](https://gitlab.com/groups/gitlab-org/-/epics/14452) </td> <td> Discoverability of Duo features is key for end-user adoption. End-users who have been granted access should be aware of features in context of their workflows. </td> <td>feature usage</td> </tr> <tr> <td>11</td> <td> ~"section::dev" ~"group::editor extensions" </td> <td> [End-User Setup and Initial Duo Feature Adoption](https://gitlab.com/groups/gitlab-org/-/epics/14452) </td> <td> The IDEs and the GitLab UI are the entry points for Duo features. Ensuring end-users discover features and begin to try Duo capabilities within their workflows is key to adoption. End-users who have been granted access should be aware of features in context of their workflows. End users need to break their mental model of how they’re currently working and shift to a mindset that allows them / motivates them to adopt Duo. </td> <td>feature usage</td> </tr> <tr> <td>12</td> <td></td> <td> [Retained Usage of Duo](https://gitlab.com/groups/gitlab-org/-/epics/15423) </td> <td> The IDEs are the entry points to Duo features. Ensuring end-users are leveraging Duo capabilities in their workflows is key to adoption. We want end-users to build habits around using Duo features in the IDEs. </td> <td>feature usage</td> </tr> <tr> <td>13</td> <td> ~"section::dev" ~"group::optimize" </td> <td> [Setup and Configure Duo](https://gitlab.com/groups/gitlab-org/-/epics/14298) </td> <td> Group owners/admins want to understand if and how end-users are utilizing their Duo seat. They want to ensure that end-users are making the most and receiving value from Duo. Group owners use this information to decide who should have access and continue to have access to Duo </td> <td>seat assignment</td> </tr> <tr> <td>14</td> <td></td> <td> [Retained Usage of Duo](https://gitlab.com/groups/gitlab-org/-/epics/15423) </td> <td> Group owners/admins want to understand if and how end-users are utilizing their Duo seat. They want to ensure that end-users are making the most and receiving value from Duo. They want to be able to articulate and measure productivity gained to feel confident that purchasing Duo was the right decision for their teams. </td> <td>feature usage</td> </tr> </table>