Proaction, a startup selling fleet management software, used to rely on slide decks because personalized demos required scarce engineering time. Co-founder Colin Knudsen, who is not technical, now uses OpenAI's Codex to build interactive demos from call recordings, emails, and spreadsheets. Each demo takes 30–45 minutes, and he creates four to six per month.
The demos show prospects their own vehicles and workflows, giving them a concrete reason to move forward. According to the case study, the share of deals moving from initial contact into solution development rose by 50–60%. The company also estimates it saves 40–60 engineering hours monthly, since building comparable demos would take about 10 hours each.
Codex also helps with day-to-day operations through plugins for Gmail, Slack, Linear, and other tools, saving the founder an estimated 25–33 hours a month. Separately, Proaction is building voice agents on OpenAI models like GPT-Live-1 and GPT-6 Astra. One agent, Marty, coordinates vehicle maintenance by talking with drivers, calling repair shops, and arranging approvals.