MIXI, the Japanese company behind the global mobile hit “Monster Strike” and the family app FamilyAlbum, isn’t just dabbling in generative AI. They went all in, collaborating with OpenAI to deploy ChatGPT Enterprise across their entire organization in a mere 45 days—a process that normally drags on for multiple quarters. The catalyst wasn’t some abstract digital transformation goal. It was a messier reality: the company had already been subsidizing ChatGPT Plus for over 1,000 employees, but as Director Tatsuma Murase recalled, “our rules for using company data were unclear.” They needed a secure, unified environment, and they needed it fast.
The results, measured in hours, are blunt. The FamilyAlbum team, which runs an app with over 25 million users across 175 countries, built internal GPTs that slashed around 28 hours of monthly work from their advertising creative planning. Other departmental projects saw work hours drop by more than 90%. A “Copy Checker GPT” now reviews taglines to ensure they feel “FamilyAlbum-like,” flagging aggressive wording and suggesting softer alternatives. Another GPT helps non-native speakers generate global ad copy that respects both brand values and local nuance, producing full sets of headlines and calls to action.
This isn’t just about marketing copy, though. The efficiency gains are bleeding into high-stakes areas like MIXI’s investment division, which holds a portfolio of over 3,000 companies. Gohshi Araki, Head of Corporate Development, put it starkly: “It has become impossible to manually monitor all of our numerous investment targets.” His team now uses ChatGPT for investment evaluations and monitoring, making a previously unmanageable workload a significant aid for risk assessment. OpenAI didn’t just dump a product on them; when departments raised concerns about personal data, the Customer Success team supplied mitigation playbooks from other enterprise launches.
What’s interesting here isn’t just the speed of deployment, but the cultural follow-through. After going live, MIXI and OpenAI ran a hackathon where engineers shipped prototypes using the Agents SDK, and they’ve baked generative AI training into their onboarding for new graduates starting in April 2025. Murase’s framing—“When operational efficiency rises, we win back time for imagination”—is a clean corporate line, but the numbers behind it suggest a genuine shift. The real test will be whether that reclaimed imagination actually fuels MIXI’s next product, or simply accelerates the existing ones.
