Case Study: Bain & Company’s Partnership with OpenAI


In 2023, Bain & Company, one of the world’s largest management consulting firms, announced a strategic partnership with OpenAI, a leading artificial intelligence research laboratory. This collaboration is aimed at helping Bain’s clients harness the power of OpenAI’s advanced AI technologies and integrating these tools into their daily operations. This case study will outline the details of this partnership, the applications, and the results of this exciting collaboration.

Partnership Overview

The partnership between Bain & Company and OpenAI revolves around incorporating OpenAI’s cutting-edge AI tools into Bain’s client offerings. Bain’s team of 18,000 knowledge workers have been using OpenAI technologies for their internal knowledge management systems, research, and processes to improve efficiency for a year prior to the announcement. This experience served as the foundation for the alliance, allowing Bain to understand the potential of these technologies firsthand and discover ways to help clients adopt AI effectively.

The alliance was formed with a goal to utilize OpenAI’s AI tools and platforms, such as ChatGPT, and combine them with Bain’s strategic expertise and digital implementation capabilities. This fusion was aimed at helping businesses around the world identify and leverage the value of AI, thus maximizing business potential.

Applications and Initiatives

Following the formation of the alliance, several initiatives were undertaken. The first company to engage with the new alliance was The Coca-Cola Company. Coca-Cola utilized the power of OpenAI’s ChatGPT and DALL·E to enhance its brands, marketing, and customer experiences. The company recognized the potential to invigorate their marketing strategies with cutting-edge AI technology and explore ways to improve business operations and capabilities.

Another key application was seen with Carrefour, one of the world’s largest food retailers. Using OpenAI’s ChatGPT technology, Carrefour developed and rolled out three innovative solutions – an AI-powered shopping assistant chatbot, enriched product description sheets, and an AI tool to improve procurement processes.

Results and Impact

The partnership between Bain & Company and OpenAI has opened new avenues for businesses to leverage AI. The Coca-Cola Company’s engagement led to a major shift in their approach to branding, marketing, and customer experience. Carrefour’s use of the technology has led to the development of AI tools that are making a difference to both their customers and their internal team.

The applications of AI via this partnership have started to show significant impact, not just in enhancing customer experiences but also in driving efficiency and productivity in internal processes.


Bain & Company’s partnership with OpenAI showcases the transformative power of combining strategic expertise with AI technologies. The collaboration has enabled businesses to navigate the adoption of AI technologies seamlessly and utilize these tools to improve business operations, customer experiences, and marketing strategies. As AI continues to evolve, such partnerships are set to redefine the business landscape, and this case serves as a prime example of how strategic alliances can drive industry-wide innovation and transformation.

Bain & Company announces services alliance with OpenAI to help enterprise clients identify and realize the full potential and maximum value of AI
OpenAI, Bain Strike Deal to Bring ChatGPT to Enterprises
Bain helps Carrefour bring OpenAI’s ChatGPT to its shoppers

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