Cognita Reply, the Reply Group company specialised in enterprise AI transformation, and Avvio Reply, the Reply Group company specialised in Employee Experience and Engagement, partnered with The AA and OpenAI to design and deliver an organisation-wide ChatGPT Enterprise enablement programme, turning fragmented AI experimentation into a structured ChatGPT Enterprise programme built around role-relevant learning and community ownership.
Between December 2025 and March 2026, more than 1,000 colleagues across The AA took part in close to 2,500 people-hours of training focused on using ChatGPT Enterprise confidently and productively in their day-to-day roles. The programme ranged from foundational sessions to advanced training in analytical use cases and custom GPT creation. It also developed a network of AI Champions—colleagues who share practical knowledge, encourage experimentation and support peer learning within their business functions. Over the training period, active use among licence holders rose from 29% to 63%, while the number of active custom GPTs increased from 117 to 650.
Before the programme, The AA had spent 12 months experimenting with generative AI, including an incumbent platform used by around 400 people and a handful of partner-led proofs of concept. These efforts remained fragmented, without a coherent approach to adoption or measurement.
A structured pilot then evaluated ChatGPT Enterprise against the incumbent platform. The AA selected ChatGPT Enterprise based on OpenAI’s pace of innovation, the quality of the user experience and strong employee preference. Platform selection alone, however, could not create confident and productive use across the wider business.
Following the platform decision, The AA partnered with Cognita Reply and Avvio Reply to support adoption across 1,500 knowledge workers.
Cognita Reply worked with The AA’s central AI team to connect platform strategy and governance with practical use cases for different business functions. A discovery phase brought leaders and functional teams together to move beyond generic training and identify where ChatGPT Enterprise could support areas such as finance and procurement, including repetitive manual work.
Avvio Reply designed the employee engagement and learning approach around consistent leadership communications, role-relevant training and peer support. The programme created an AI Champions and ambassador community supported by a collaboration hub on Microsoft Teams.
Enablement was delivered through a layered model: foundational training to establish broad capability across the business; advanced sessions covering analytical use cases and the creation of custom GPTs; one-to-one sessions to help senior leaders sponsor experimentation and shared learning; and hackathons that gave colleagues a practical way to develop and test ideas.
“You can’t really teach anybody how to use these tools for their particular job – the nature of them is they’re so multifaceted, and everyone’s job is so different. What you can do is teach a core set of personal capabilities and give people the confidence and freedom to go away and experiment. That’s what this programme has done,” said Ben Bedford, Director of AI, The AA.
Rather than ending with formal training, the programme has established a decentralised model for continued learning. AI Champions and ambassadors now support knowledge-sharing within individual functions, while the Microsoft Teams hub has shifted from centrally prompted activity to community ownership. This gives colleagues an ongoing route to build confidence, exchange practical experience and develop capability close to their day-to-day work.
