Credit Saison achieves 954% ROI in a ChatGPT Enterprise pilot

THE NEWS

What happened

Credit Saison, a major Japanese financial services provider with over 31 million cardholders, achieved a remarkable 954% return on investment (ROI) during a ChatGPT Enterprise pilot. The one-month trial involved 315 employees across all levels and departments, resulting in an average of 14 hours saved per person monthly. Driven by these results and strong leadership adoption, the company approved a companywide rollout just one month after the pilot ended. Key use cases include automating retail sales debriefs, enhancing corporate sales research, and providing AI-driven roleplay training for inside sales teams. The initiative also highlights broader strategic goals in engineering efficiency via Codex and future plans for an in-house AI call center.

CONTEXT

Why it matters

Credit Saison, a leading Japanese credit card issuer with over 31 million users, has officially expanded its use of ChatGPT Enterprise to all employees following a highly successful pilot program. The trial involved 315 volunteers and executives from every department, lasting just over a month from late June to early August 2025. The results were extraordinary: the company recorded a 954% return on investment, far exceeding its initial target of 500%. On average, each employee saved 14 hours per month, equivalent to roughly 169 hours annually. This efficiency gain was so significant that management approved a full-scale rollout within one month of the pilot ending. The initiative has transformed daily workflows across multiple departments: - Retail teams now use custom GPTs to automatically summarize daily debriefs and meeting notes, reducing administrative burdens. - Corporate sales analysts leverage AI to identify hidden customer challenges and refine proposals before client meetings. - Inside sales trainees practice conversations with an AI that simulates prospective customers, receiving immediate feedback without occupying senior staff. Beyond productivity, the cultural shift has been profound. Post-pilot surveys revealed that 75% of managers and 70% of non-managerial employees feel they cannot work without the tool. The legal department reported improved job performance for approximately 80% of its staff, while IT employees noted greater job satisfaction. Leadership played a crucial role in this success. Kazutoshi Ono, Senior Managing Executive Officer and CDO, emphasized that "we won't know until we really put it to work." His colleague Katsumi Mizuno, the COO, led by example by creating his own custom GPT for company research and integrating it into his daily routine. The pilot also highlighted the power of internal knowledge sharing. A custom GPT designed to simulate shareholder meetings became a favorite among senior leaders, sparking widespread interest in voice-based AI capabilities. OpenAI supported the effort with executive training and beginner workshops, ensuring that practical applications were adopted quickly. Looking ahead, Credit Saison is expanding its vision beyond "Employee AX"—which focuses on helping workers do more—to "Customer AX," which aims to improve user experiences, and "Corporate AX," which seeks to redefine organizational structures around AI. The company is currently developing an in-house AI call center and plans to deploy ChatGPT Work to help employees focus on higher-value tasks. Security remains a top priority as the company moves forward. Credit Saison intends to take a careful approach to protecting customer information while leveraging new technologies to create value. Their strategy involves staying informed about OpenAI's latest capabilities, evaluating them for safety and operational impact, and deploying them rapidly once validated. This case study demonstrates how a pilot program, driven by genuine curiosity and leadership commitment, can lead to rapid, company-wide transformation. For North American businesses considering similar AI initiatives, Credit Saison's experience offers a clear roadmap: start with a diverse group of volunteers, measure tangible outcomes like time savings and ROI, encourage leaders to use the tools themselves, and share lessons openly across the organization.

AT A GLANCE

Key facts

• Credit Saison achieved a 954% ROI in a ChatGPT Enterprise pilot involving 315 employees.
• Each pilot participant saved an average of 14 hours per month, totaling approximately 169 hours annually.
• The company rolled out ChatGPT Enterprise to all employees just one month after the pilot concluded.
• 75% of managers and 70% of non-managerial employees stated they could not do without the tool post-pilot.
• Custom GPTs were used for retail debrief automation, corporate sales research, and inside sales roleplay training.
• Engineering teams saved an additional 850 hours monthly using OpenAI Codex.
• Credit Saison plans to develop an in-house AI call center and advance toward 'Corporate AX' organizational transformation.