OpenAI published on October 10, 2025 a case study where the German company HYGH explains how they integrated ChatGPT Business to speed up internal development and the delivery of advertising campaigns. Why should you care if you don't work in advertising? Because it shows concrete steps to turn ideas into useful products with far less friction and wasted time. (openai.com)

What HYGH does and why it matters

HYGH runs a network of digital screens across Germany that includes more than 4,000 displays, from shop windows to large 3D screens. Their goal is for out-of-home advertising to be managed as easily as an online ad, but growth hit a wall due to slow internal processes. That clash between ambition and operations is very common in startups and creative teams. (openai.com)

Concrete, measurable results

HYGH reports straightforward results: they estimate a saving of 5.5 hours per employee per week after adopting ChatGPT Business. Also, where they used to take 1–2 months to launch internal tools, they now launch about two useful MVPs per week. Sound exaggerated? It's meaningful because it changes your work cadence and turns ideas into real tests much faster. (openai.com)

How it fits into daily operations

At HYGH, AI didn't stay in isolated experiments. They use it to turn meetings into product documents (PRD), to generate clear tickets, and to prototype code with Codex. They implemented a shared workspace, admin controls, and practices so usage is responsible and GDPR-compliant. They also hold weekly sessions to share automations and best practices, which speeds adoption across teams with different experience levels. (openai.com)

Tools that change the creative flow

The creative team uses ChatGPT Business to get past the initial block: it generates copy, visual ideas, and mockups that are then refined with design tools or Sora. HYGH even launched features that let an advertiser take a photo of a product and see how it would look on their public screens in real time, using OpenAI APIs for previews. That shortens the path between the idea and the client. (openai.com)

What this can bring to smaller teams—or to you?

You don't need 4,000 screens to benefit from these learnings. Think in simple steps:

• Start by turning a meeting into a PRD with clear prompts. How much time do you save on writing?
• Use AI to prototype the minimum viable flow and validate with a customer in days, not weeks.
• Create a shared space where everyone can see the process and versions: that multiplies collective learning.

The idea isn't to replace creative talent, but to remove the friction that keeps good ideas from reaching users quickly.

Risks and practical recommendations

Adopting AI brings advantages, but also responsibilities. Admin controls, data handling, and clear policies are necessary to avoid leaks and comply with regulations like GDPR. Implement minimum controls at the start: prompt audits, role-based permissions, and human reviews on key deliverables. This lets you experiment safely without paralyzing innovation. (openai.com)

So what now? If you work in product, marketing, or a small creative business, treat this as a practical guide rather than a fixed recipe. Try a small case, measure time and quality, and scale what actually works for your team.