Virgin Atlantic

Virgin Atlantic Holidays launches 'If not now, when?' ad

Virgin Atlantic Holidays has launched a new multichannel advertising campaign, created by Lucky Generals, built around the tagline “If not now, when?”. The commercial focuses on small, memorable micro-moments — knowing glances and pre-adventure tension — across vignettes (friends on a road trip, a solo traveller, a family moment, and a retired man at a lagoon). Sophie Woodford, VP of brand and marketing at Virgin Atlantic Holidays, describes the work as capturing the feeling of permission to say yes. Media agency PHD (Lucy Holmes, managing partner) says the campaign will use landmark placements, cinema, social feeds and audience-led technology to reach receptive moments. Credits list creative and production personnel and companies including Lucky Generals, Knucklehead x Epoch, Homestyle and 1920.

Enterprises Shift from AI Assistance to Execution

OpenAI published two complementary studies showing enterprise AI is moving from assistance to agentic execution. Frontier firms (top 10% by monthly usage) now generate 8.3× as many output tokens per active user as typical firms, and Codex produced 64% of combined Codex and ChatGPT output tokens as of June. Frontier firms adopt advanced capabilities more—weekly Plugin use is 21% at frontier firms versus 9% at typical firms—and Codex usage has grown rapidly across non-engineering functions (legal, sales, recruiting, marketing). Early-career employees use AI more intensely than senior staff. The reports recommend connecting agents to company context/tools, establishing governance, and scaling individual workflows into shared practices.

Virgin Atlantic uses ChatGPT Work for customer journeys

Virgin Atlantic is using ChatGPT Work to help teams map and act on its complex customer journey, supporting competitive research, product planning, analytics and faster decision-making. During development of a five-year digital strategy, the airline used ChatGPT Work to accelerate competitor research and journey analysis from weeks to hours. The airline also uses ChatGPT Sites together with ChatGPT Work to create secure, authenticated dashboards that consolidate disparate datasets and offer customizable views for employees. Senior staff report the tools help synthesize strategy documents, manage roadmaps, and surface key items across calendar, Slack and email, enabling quicker product decisions and improved end-to-end customer experiences.