Virgin Atlantic is deploying ChatGPT Work to accelerate research and create a unified view of its customer journey, the airline says. The tools are being used across competitive analysis, product planning and analytics to bring disparate signals—such as browsing, booking, check‑in, onboard experience and post‑flight feedback—into one working set.
From weeks of research to hours
As the airline developed a new five‑year digital strategy, its digital product team used ChatGPT Work to build a structured research framework and to map competitor experiences. The team asked the system to trace customer journeys and organize findings into a reviewable dataset, shortening a process that traditionally took weeks to a matter of hours.
Nathan Bolt, Head of Digital Product at Virgin Atlantic, said the capability helped teams compare journey patterns, surface opportunities and speed up product decisions. Bolt added that the analysis identified strengths to protect and areas warranting further investment, and that ChatGPT Work helped synthesize strategy documents, customer insights and digital experience data.
Connecting data and planning tools
Customer experience and analytics teams previously had to navigate multiple dashboards, authenticated workspaces and separate report suites to understand different parts of the journey. Virgin Atlantic says it is using ChatGPT Work together with ChatGPT Sites to build secure, authenticated dashboards that bring disparate datasets into a single interface accessible across the business.
Miles King, Head of Customer Experience at Virgin Atlantic, said the single customizable interface allows the company to control and visualize data in ways it had not been able to before. Product teams have also created custom planning tools for roadmaps, prioritization and quarterly planning while giving senior stakeholders simplified, high‑level views.
Bolt reports using ChatGPT Work as a “chief of staff” to surface priorities from his calendar, Slack and email, assist with actions and prepare presentations. Virgin Atlantic plans to expand the tool into more day‑to‑day workflows with the stated goal of turning insight into faster decisions and targeted investments.
Original source: OpenAI News