Custom GPT Adoption Jumps 19x as Enterprises Deepen AI Integration

[etfs]

OpenAI says businesses aren’t just using ChatGPT more — they’re embedding it deeper into their workflows. Companies are consuming 320x more reasoning tokens than a year ago, indicating more complex problem-solving happening through the API.
Custom GPT usage has surged 19x, now representing 20% of enterprise interactions. Digital bank BBVA, for example, uses more than 4,000 custom GPTs to codify institutional knowledge and automate functions.
OpenAI COO Brad Lightcap says the growth reflects companies treating AI “less like software and more like an operating system,” though he acknowledged many users still haven’t tapped advanced tools like reasoning, analysis, or search.

[Rimon Khan]

19x growth shows enterprises are embracing tailored AI fast.

[Nahid Hossen]

Custom models are becoming the new standard for businesses.