CELab - Ep 185 - The Four Faces of AI Resistance: Eve Kedar on Why Customer Education Should Own the AI Rollout

Most companies handed the internal AI rollout to whoever sits closest to revenue — Sales Enablement or RevOps — and adoption promptly stalled at the login screen. In this episode, Dave reunites with his old Gainsight colleague Eve Kedar, EdD — Revenue Execution Architect at EK Consulting, author of Build a KickA$$ Sales Team, and creator of the Four Faces of AI Resistance — to make the case most org charts get wrong: the team that should own internal AI adoption is the one nobody put in the room. Customer Education.

Eve brings a combination almost nobody else in this conversation has: a doctorate in Education and Leadership for Change plus 15+ years inside revenue teams at Apple, Seagate, PayPal, Cisco, Gainsight, and copy.ai. Whether you sit in Customer Education, Customer Success, L&D, Enablement, Marketing, or Support — if your job is helping people genuinely change how they work, this episode hands you a diagnostic for the resistance you’re up against and two plays you can run on Monday, no platform purchase required.

Highlights from this episode:

• The Four Faces of AI Resistance — status fear, displacement fear, change aversion, and rollout fatigue — and why naming which face you’re looking at tells you exactly which intervention to run.
• Why not Enablement or RevOps? Neither function is chartered to own learning — and real “adoption” means use-in-workflow, not logins.
• Attendance is a vanity metric. If all you can show is headcount and quiz clicks, your team may be next to get cut — bring KPI movement instead.
• The master glossary play: become the anchor for canonical learning with two-minute mini-trainings — without critiquing Enablement’s content and losing them forever.
• The cheapest AI enablement in the world: prompt-based roleplay with Claude or ChatGPT — twenty minutes per rep, no purchase order.

Learn more: get the Four Faces of AI Resistance framework — plus Eve’s speaking and workshops — at evekedar.com, explore EK Consulting’s revenue-execution work at ekconsulting.io, read her book Build a KickA$$ Sales Team, and ask her about the AI roleplay prompt workbook. And connect with Eve on LinkedIn!