Zapier перевёл корпоративный маркетинг на ChatGPT Work и автоматизировал отчётность

Zapier's corporate marketing team implemented ChatGPT Work to handle three key processes: reducing lead funnel drop-offs, preparing advertising materials, and automating reporting. The case study was published on the OpenAI blog.

What is ChatGPT Work

ChatGPT Work is OpenAI's enterprise product for team collaboration with generative AI. Unlike the consumer version of ChatGPT, it is designed for shared use: employees work in a unified environment with shared projects, context, and conversation history, rather than isolated personal accounts.

Zapier is a major no-code automation platform connecting more than 7,000 services through API integrations without writing code. The company's enterprise division works with enterprise clients: the sales cycle is long, the marketing funnel includes dozens of touchpoints, and losing a lead at any stage means a missed deal.

OpenAI publishes such case studies to promote ChatGPT Work in the corporate segment, where it competes with Microsoft Copilot and Google Workspace AI. For enterprise buyers, concrete implementation stories matter more than abstract promises — they show how a tool works in real teams.

Three Tasks Taken on by AI

Zapier's marketers focused on three specific areas, according to the case study description on the OpenAI blog.

• Reducing lead funnel drop-offs: identifying drop-off points and adapting communication with potential clients at each stage
• Preparing advertising materials: accelerating the creation of copy, landing pages, emails, and other campaign assets — from initial draft to final version
• Automating reporting: aggregating campaign data and generating regular reports without manual assembly

Content creation and customer journey analytics are the two most common applications of generative AI in B2B marketing. Zapier, as a company with a long-standing focus on automation, was among the early enterprise adopters of ChatGPT Work.

Why These Three Areas

In enterprise marketing, funnel losses are costly: every "dropped" lead is a potential deal that never closed. ChatGPT Work helps Zapier's marketers analyze customer behavior more quickly and adapt messages to the specific stage of the funnel. According to the OpenAI blog, reducing the number of drop-offs became one of the key results of the implementation.

Preparing advertising materials traditionally takes up a significant portion of the team's working time. The cycle from initial draft to final approval includes several iterations — an AI assistant accelerates each one. Automating reporting, in turn, frees analysts from the mechanical assembly of data and gives them the opportunity to focus on interpreting results.

According to the description on the

OpenAI blog, ChatGPT Work allowed the Zapier team to reduce lead drop-offs in the funnel, speed up the preparation of advertising materials, and switch regular reporting to automatic mode.

What This Means

The Zapier case study reflects a typical model of targeted corporate AI implementation: companies start not by restructuring their entire operation, but by automating specific repetitive tasks with measurable impact. The three chosen areas — funnel, content, and reporting — cover the key pain points of most enterprise marketing teams, making Zapier's experience a practical reference point for the B2B market.