Gilbert + Tobin, an Australian corporate law firm, has achieved 87% active usage of ChatGPT Enterprise across eight teams. The firm's strategic adoption of OpenAI's tools has significantly improved operational efficiency while maintaining rigorous governance.
TL;DR
- Gilbert + Tobin scaled ChatGPT Enterprise to 87% active usage across eight teams.
- The firm leveraged CEO-led commitment and role-specific enablement for successful adoption.
- OpenAI's enterprise governance and Australian data residency were crucial for meeting client expectations.
What happened
Gilbert + Tobin introduced ChatGPT Enterprise to operations teams first, then expanded to marketing, business development, recruitment, finance, technology, business transformation, and parts of the legal practice. The firm focused on improving operational work without displacing professional judgment.
CEO Sam Nickless led by example, positioning AI as a tool to enhance judgment rather than replace it. Role-specific enablement and internal resources drove adoption, with 87% of enabled seats active as of June 2026.
The firm also integrated Codex to complete defined steps across larger workflows, further enhancing operational efficiency.
Why it matters
For AI/ML developers, this case study demonstrates the importance of tailored enablement and leadership support in driving AI adoption. It also highlights the potential of AI to augment operational workflows in knowledge-intensive industries.
Startup founders can learn from Gilbert + Tobin's approach to governance and data residency, ensuring client trust and regulatory compliance while scaling AI tools.
Tech investors should note the firm's achievement of high adoption rates without mandating usage, indicating a strong cultural fit and clear value proposition for AI tools.
Key facts
- Gilbert + Tobin achieved 87% active usage of ChatGPT Enterprise across eight teams.
- The firm expanded ChatGPT Enterprise adoption from operations to marketing, business development, recruitment, finance, technology, business transformation, and legal practice.
- CEO Sam Nickless led by example, positioning AI as a tool to enhance judgment.
- Role-specific enablement and internal resources drove adoption.
- OpenAI's enterprise governance and Australian data residency were crucial for meeting client expectations.
- ChatGPT reduced a recruitment research task from four hours to 20 minutes.
- Marketing teams use ChatGPT to synthesize pitch materials, improving quality and alignment with firm standards.
- Gilbert + Tobin plans to extend access to ChatGPT Work and Codex with appropriate controls.
Context
Gilbert + Tobin's success with ChatGPT Enterprise and Codex underscores the growing trend of AI adoption in professional services. Law firms and other knowledge-intensive industries are increasingly leveraging AI to enhance operational efficiency and augment human expertise.
The firm's focus on governance and data residency highlights the importance of trust and accountability in AI implementation. As AI tools become more sophisticated, ensuring client trust and regulatory compliance will be critical for widespread adoption.
This case study also demonstrates the potential of AI to transform operational workflows. By integrating AI tools like Codex, firms can complete defined steps across larger workflows, freeing up human resources for more strategic tasks.
