According to a case study published by OpenAI, Zapier's enterprise marketing team has integrated ChatGPT Work into its core marketing operations. The tool is being used to reduce the number of drop-offs in the company's lead funnel, a key metric for marketing performance.
The same case study says the team also relies on ChatGPT Work to build campaign assets and automate reporting. OpenAI's write-up frames these as examples of how enterprise teams can apply conversational AI to routine but time-consuming marketing tasks.
Because the source is a single vendor case study, it offers no independent benchmarks or comparisons. The specifics of how Zapier measures the impact, or which workflows changed most, are not included in the source material.