Merge leverages OpenAI tools for product, marketing, and operations
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Merge integrates OpenAI’s GPT-6 Astra, ChatGPT, and Codex to streamline code review, marketing, and operational tasks, enhancing efficiency.
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.
AI-driven operational efficiency
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. The company hosted 16 dinners in Q3 2026, up from eight in Q2, and plans to exceed 30 in Q4. Employees continue to handle hosting and on-site logistics, while AI handles administrative tasks.
Product and marketing applications
Merge uses Codex to review code for tools such as its Workforce setup interface, while GPT-6 Astra supports product testing and marketing initiatives. The company claims that tool calls through its infrastructure succeed 99.9% of the time, compared to approximately 60% for public Model Context Protocol (MCP) servers. However, these figures are vendor-reported and lack independent verification.
Strategic context
Founded in 2020 by Shensi Ding and Gil Feig, Merge initially focused on simplifying integrations between business applications through its Unified API. In October 2025, the company launched Agent Handler, a model-agnostic protocol for secure AI-agent tool execution. This infrastructure routes requests to the appropriate connector while applying security rules and managing credentials. OpenAI’s tools complement Merge’s broader strategy by automating workflows and improving operational efficiency, although independently measured impacts on revenue or productivity have not been disclosed.
