Holiday Extras rebuilt its travel app in two weeks and lifted open-to-book conversion 32.5%, OpenAI says.
Before the rebuild, major changes shipped on an annual release. A similar rebuild carried a six-month estimate. Error rate stood at 19%.
Company-wide ChatGPT Enterprise access came first. Codex then let customer experts build directly. Liam Thompson, VP of AI Innovation and former design lead, put it this way: "It’s not a question of can I build it anymore. It’s how I would build it."
After the rebuild, error rate fell from 19% to 9%, per OpenAI. The main app moved to weekly releases. Each release held multiple features. Countdown moved from a feature about every six months to multiple additions a week. One agent-built list-view fix flipped a one-star review to five stars. OpenAI notes the conversion comparison covers different periods. Context for new builds is shifting, as GPT-6.1 Terra is now available in Codex on Plus, Pro, Business, Enterprise and Edu plans, per ChatGPT docs.
CEO Matthew Pack now wants more systems administered through AI, with staff directing the work.
