Merge leverages OpenAI tools for product, marketing, and operations

Merge, a company specializing in integration infrastructure, has adopted OpenAI's GPT-6 Astra, ChatGPT, and Codex to enhance its product development, marketing, and operational workflows. According to OpenAI's case study, the tools are used to review product code, support marketing efforts, and automate tasks such as planning executive dinners and preparing sales updates. Merge's use of OpenAI technology extends beyond software development. For example, its executive-dinner planning bot integrates with CRM systems and Apollo to retrieve guest lists, check invitation history, and manage outreach. The bot also organizes seating arrangements and creates calendar notes to provide sales and customer-success context. In October 2026, Merge reported that these tasks, which previously required dozens of staff hours, now take about 30 minutes per event.

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