Credit Saison ChatGPT Enterprise ROI and Implementation Case Study
Pilot Results and ROI
Credit Saison, a financial services company with over 31 million cardholders, achieved a 954% return on investment (ROI) during a pilot program of ChatGPT Enterprise. The pilot, which ran from late June to early August 2025, involved 315 participants—roughly 10% of the company's 3,700 employees in Japan. Participants saved an average of 14 hours per month, totaling approximately 169 hours annually, significantly exceeding initial targets of 500% ROI and 7.5 hours saved per month.
Adoption Strategy and Leadership
The success of the pilot was driven by active leadership engagement and a transparent culture of knowledge sharing. The company’s Center of Excellence (CoE) utilized a dedicated Slack channel to document successes and failures, while OpenAI provided training workshops for staff and executives. Senior leadership, including President Katsumi Mizuno, actively participated by creating custom GPTs for daily tasks, which encouraged broader organizational adoption. This top-down engagement, combined with practical employee-led use cases, allowed the company to approve a full-scale rollout within one month of the pilot's conclusion.
Practical Applications of AI
Employees across various departments integrated ChatGPT into their workflows through custom GPTs tailored to specific business needs:
- Retail Sales: Teams use a custom GPT to summarize audio from daily debriefs, capturing meeting notes, results, and handover items to streamline documentation.
- Corporate Sales: A research-focused GPT analyzes customer data to identify business challenges, assisting sales teams in developing higher-quality proposals.
- Inside Sales: A roleplay-focused GPT acts as a prospective customer, allowing new hires to practice sales conversations via voice and receive feedback without requiring the time of experienced colleagues.
Future AI Transformation Strategy
Credit Saison defines its AI transformation (AX) strategy through three distinct dimensions:
- Employee AX: Focusing on individual productivity, such as the current use of ChatGPT and the reported 850 hours saved monthly by engineers using Codex.
- Customer AX: Developing in-house AI-powered call center capabilities to enhance user experience.
- Corporate AX: Rethinking organizational design and role definitions to integrate AI as a core component of business operations.
As the company scales these initiatives, it maintains a focus on security and the protection of customer information as a prerequisite for further deployment.