A small tour company is using ChatGPT Work to run its business with fewer people.
Tasks that took days now take hours.
The tool also helps the company get found by families using AI search.
What happened
ATV Big Air Tour, a two-person family business, now uses ChatGPT Work to handle marketing, inventory, and website optimization. Tasks that once took days, like checking event listings and planning merchandise, are done in hours or minutes.
Why it matters
The co-founders say the tool lets them compete with businesses that have much larger budgets and teams. It also helps them stay visible as families increasingly search for events using AI assistants like ChatGPT.
What to watch
The tour's AI visibility appears to be paying off, with website hits from OpenAI search rising from 183 to 2,421 in consecutive 30-day periods, a 1,223% month-over-month increase. Whether this growth continues may hinge on how well the company keeps its site optimized for AI discovery.
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ATV Big Air Tour is a family-run operation with just two people: co-founders Larissa and Derek Guetter. They run nearly 26 tour dates across the United States from May to November, coordinating travel, riders, equipment, and marketing. As the business grew, they needed help, so they adopted ChatGPT Work, which they now use for tasks like checking event information across the web, planning merchandise orders, and optimizing their website for AI search engines.
The concrete time savings are dramatic: fact-checking that once took about 8 hours a week now takes 1 hour, and merchandise inventorying and reordering that took two to three days now takes two to three hours. The company also uses a daily automation to ensure its website is structured so AI assistants like ChatGPT can understand and surface its information. One audit found that ChatGPT could not retrieve about 90% of the site's FAQs, leading to a recommended fix. The recent jump in hits from OpenAI search (from 183 to 2,421 in consecutive 30-day periods) suggests that this attention to AI discoverability is starting to show results.
The stakes for ATV Big Air Tour are about staying competitive without hiring a big team. Larissa Guetter says the tool lets them 'compete with businesses that have much bigger budgets and teams,' and she now acts as her own chief marketing officer. The company's continued success may depend on whether it can keep its website and information well-structured for AI tools as search behavior evolves. Notably, Larissa filtered the analytics to exclude training bots, indicating that the increase in traffic reflects genuine user interest, not just automated visits.
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