Software company Merge has implemented GPT-6 Astra, ChatGPT, and other OpenAI tools across product, marketing, and executive functions—using AI for code review, marketing analysis, business planning, and executive support tasks. The implementation spans technical workflows (product code evaluation) and business operations (sales updates, executive dinner planning).

This case demonstrates AI adoption across non-technical business functions, showing that frontier models are already delivering measurable productivity gains beyond engineering teams. The breadth of use cases—from code review to executive support—suggests that established companies can achieve ROI by deploying AI tools across multiple departments simultaneously.

What This Means for Your Business

Merge's deployment model offers a template for how established companies can move beyond pilot projects to organization-wide AI adoption. Start with high-volume, repeatable tasks (code review, document generation, meeting prep) where AI tools can provide immediate productivity gains. Then expand to cross-functional workflows where AI can surface insights or reduce coordination overhead. The key is treating AI as a workflow multiplier, not a replacement for human judgment.