How Zapier transformed core marketing processes with ChatGPT Work

TL;DR - An OpenAI customer story describing how Zapier's enterprise marketing team applies ChatGPT Work to lead-funnel, content, and reporting workflows. It matters as a signal of how enterprise LLM deployments are moving from experimentation into routine go-to-market operations.

• Deployment is at the team level (enterprise marketing at Zapier) using ChatGPT Work, OpenAI's workplace offering, rather than a custom-built model stack.
• Three stated use cases: reducing drop-offs in the lead funnel, building campaign assets, and automating reporting.
• The pattern is agentic/assistive workflow substitution — LLMs inserted into existing marketing pipelines rather than novel model capability.
• Content is thin (title plus a one-sentence abstract); no metrics, architecture, integration details, or evaluation are provided, so efficacy claims cannot be assessed.