HYGH Case Study: Scaling Digital Advertising with ChatGPT Business

Digital media company HYGH has integrated ChatGPT Business into its operations to accelerate software development and creative campaign production. The company reports saving an average of 5.5 hours per employee per week while increasing the speed of internal tool deployment and client turnaround times.

Accelerated Software Development and MVP Delivery

HYGH has reduced the time required to ship usable Minimum Viable Products (MVPs) from a cycle of one to two months down to approximately two products per week. This acceleration is driven by the integration of AI into the planning and coding phases of development:

  • Automated Documentation: Teams record brainstorm sessions and use ChatGPT to generate Product Requirements Documents (PRDs) immediately, maintaining momentum and eliminating manual reconfiguration after meetings.
  • Infrastructure Mapping: Complex infrastructure migrations are broken down into logical steps and translated into actionable tickets using AI.
  • Rapid Prototyping: Developers utilize Codex to bootstrap initial code and set up project files, allowing for the immediate launch of usable prototypes. In one instance, the company launched five internal software tools within a single week.

Creative Campaign Optimization and Client Acquisition

HYGH's in-house agency uses ChatGPT Business to speed up the creation of visual mock-ups and ad copy, which are critical for winning client pitches. The creative workflow now involves using AI to draft initial copy and generate visuals, which are subsequently refined using design tools or Sora.

This shift has allowed the creative team to scale their output and increase the number of iterations provided to choose from without increasing headcount. According to co-founder Antonius Link, the impact on business metrics has been direct:

"Revenue went up. Turnaround times went down. Output exploded."

Operational Integration and AI Governance

HYGH transitioned from individual employee use of ChatGPT to ChatGPT Business to establish a shared workspace with administrative controls and GDPR-compliant data handling. The company has formalized AI adoption through "workflow Wednesdays," where employees demonstrate automations and share best practices to bridge the gap between different levels of AI proficiency.

ChatGPT Business is currently utilized across several operational domains:

  • Research and Policy: Conducting deep dives into advertising industry trends and evaluating new technologies.
  • Collaboration: Using shared project links to make the creation process of internal and client documents transparent and reusable.
  • **Day-to-Day Efficiency: Streamlining ticket planning, financial analysis, and allowing non-technical staff to query technical information using plain language.

API-Powered Client Tools

Beyond internal productivity, HYGH has deployed OpenAI APIs to build customer-facing tools. The company launched campaign preview tools that allow advertisers to upload a photo of a product and instantly visualize it on HYGH's network of 4,000+ digital displays across Germany. This real-time feedback loop shortens the path from the initial idea to the final campaign launch.

Sources