Summary: A September 2026 OpenAI case study describes how ATV Big Air Tour’s two-person team used ChatGPT Work for scheduled listing checks, photo-based inventory planning, and answer engine optimization. Reported results include weekly fact-checking falling from about eight hours to one, inventory work shrinking to hours, and OpenAI search and user-bot hits rising from 183 to 2,421 over two 30-day windows.
Twenty-six cities across a six-month season is a lot of listings to keep straight for a live stunt show. ATV Big Air Tour’s co-founder Larissa Guetter used to lose a full day of every week to that check—until ChatGPT Work took the job off her hands.
The OpenAI case study from September 2026 lays out her setup: AI search optimization, merchandising, and marketing—work that once ran to days—now covered by just two people within a few hours. What follows is what she built, and what other small businesses can borrow from it.
Weekly Fact-Checking: 8 Hours Becomes 1
Events for ATV Big Air Tour get promoted by other people—organizers, ticketing sites, local outlets—and their listings don’t always hold up. Guetter was going through roughly 30 online publications by hand, and the check ate an entire workday of every week.
So she built a ChatGPT Work briefing that fires on a schedule each morning. It works through her priority sources, catches details that disagree across the web, and turns up listings she hadn’t come across. It also names the right contact at each publication and writes the correction emails for her. The case study puts the new cost of that job at roughly 1 hour a week, down from 8.
The gain wasn’t the automation by itself—it was where the handoff landed. Judgment stayed with her; ChatGPT supplied a daily digest of problems plus drafted replies, and the sending took her minutes.
Photos Turn Stock into a Reorder Plan in 15 Minutes
Merchandise puts real money in the tour’s till, but counting stock and working out what to reorder was manual misery. Guetter’s move was simple: she photographed the merchandise and uploaded the pictures to ChatGPT Work.
Within 15 minutes the stock was cataloged, a visual inventory website and a spreadsheet were ready, and a set of reorder suggestions was waiting. She checked the suggestions over, changed the quantities where she wanted, and passed the final order to her supplier. End to end—first photo to submitted order—the task shrank from two to three days into two to three hours.
How the work was split is the interesting part: the tedious steps (sorting the stock, building the spreadsheet, working out reorder logic) stayed with ChatGPT, while the final call stayed with Guetter. Any owner buried under repetitive work can copy that arrangement.
A CMO Role She Filled Herself, with AEO
For Guetter, growth depends on being findable in AI search, and a two-person company can’t hire its way there. Her answer was a daily ChatGPT Work automation aimed at answer engine optimization (AEO). Every day it audits her website, asking whether ticket details, event dates, and locations are laid out in a way that AI tools such as ChatGPT can actually surface.
One audit found a gap: about 90% of the site’s FAQs were beyond ChatGPT’s reach. ChatGPT Work flagged it and proposed fixes. The analytics told the story—with training bots filtered out, OpenAI search and user-bot hits went from 183 to 2,421 over two consecutive 30-day windows, a 1,223% month-over-month gain.
For a team of two, this is how you staff a marketing department without adding headcount. The lesson: AEO is not a keyword game; it is about shaping content in ways AI can read reliably.
Three Patterns Other Small Teams Can Copy
Nothing here involves cutting staff. The point is reclaiming hours from work that never needed a person. Three patterns repeat throughout Guetter’s setup:
- Monitoring on autopilot: a briefing that runs on a schedule spots errors and changes across many sources.
- Photos into structured data: pictures of stock turned into a spreadsheet and a reorder plan in minutes.
- Tuning for AI discovery: regular audits keep the site readable to AI assistants, not only to people.
Guetter put it this way in the case study: “If I didn’t have ChatGPT Work, I don’t know where our business would be right now, because I would still be doing all these tedious tasks.” That’s where the value sits—time freed up to concentrate on the show.
Worth noting: this is one company, and other businesses will see different results. The underlying moves—a scheduled check, a photo-to-data pipeline, an AEO audit—transfer to any small operation that wants to scale without adding headcount.