OpenAI has announced a significant strategic shift toward enterprise applications, unveiling a series of high-profile partnerships at its DevDay 2025 conference. The company is collaborating with major consumer brands, including Spotify and Zillow, to integrate their services directly into ChatGPT, allowing the AI to perform tasks within third-party applications. This move signals a clear intention to evolve ChatGPT from a standalone tool into a broader platform, or as one executive described it, “something that feels a little bit more like an operating system.”
The new integrations are designed to create a more seamless user experience, enabling users to execute complex commands, such as creating a music playlist or filtering property listings, without leaving the chat interface. This initiative is part of a larger enterprise push aimed at justifying the substantial investments that have driven OpenAI’s annual losses to a reported $8 billion. The collaborations extend beyond consumer apps, encompassing product development with companies like Mattel and major infrastructure deals with technology giants Samsung and SK Group, reflecting a comprehensive strategy to embed its AI models into the core of business operations and global technology infrastructure. CEO Sam Altman confirmed the renewed focus, stating the company would “really lean into enterprise.”
Expanded Functionality Through App Integrations
The centerpiece of the consumer-facing announcement is the launch of an Apps SDK, which allows developers to build their applications directly inside ChatGPT. Initial launch partners include Spotify, Zillow, Booking.com, Canva, Coursera, Figma, and Expedia. Users can now invoke these apps by starting a prompt with the app’s name, enabling ChatGPT to access the service’s functions and use conversational context to fulfill requests. For example, a user could ask “Spotify, make a playlist for my party this Friday,” and the app would generate it within the chat.
Similarly, a user could request that Zillow narrow a property search to specific criteria like three bedrooms and three bathrooms, with the results displayed directly in the conversation. This functionality is built on the Model Context Protocol, and users are prompted to connect their accounts the first time they use an app, giving them control over data sharing. Spotify confirmed in a statement that it would not share user data with OpenAI for model training. OpenAI plans to expand the program later this year, adding partners like DoorDash, Instacart, and Uber.
Creative Acceleration with AI Video
Mattel Adopts Sora 2 for Product Design
In the realm of product development, OpenAI has partnered with toymaker Mattel to test its advanced text-to-video model, Sora 2. This collaboration allows Mattel’s designers to transform initial sketches and concepts into dynamic visual representations, significantly accelerating the creative ideation process. Instead of relying solely on static drawings, designers can now generate video prototypes to share and evaluate, enabling faster and more effective feedback cycles.
This partnership is an extension of a broader strategic alliance announced in June 2025, which aims to develop AI-powered products and experiences based on Mattel’s iconic brands, such as Barbie and Hot Wheels. Mattel has already integrated ChatGPT Enterprise into its business operations to support creative and product development workflows. The adoption of Sora 2 represents a deeper integration of generative AI into the core of Mattel’s design process, highlighting the technology’s potential to revolutionize creative industries.
Fortifying the Global AI Infrastructure
Stargate Initiative Partners with Korean Tech Giants
Underpinning its enterprise ambitions is a massive investment in global AI infrastructure through its Stargate initiative. OpenAI announced strategic partnerships with South Korean technology leaders Samsung and SK Group to increase the supply of advanced memory chips and expand data center capacity. The agreement followed a meeting between CEO Sam Altman, South Korean President Lee Jae-myung, and the heads of Samsung and SK.
The partnerships aim to scale up the production of high-performance DRAM wafers, targeting 900,000 starts per month to power OpenAI’s increasingly complex AI models. Furthermore, the collaboration includes plans to explore the development of new AI data centers in Korea, with involvement from affiliates like SK Telecom and Samsung SDS. Samsung SDS will also serve as a reseller for OpenAI’s enterprise services in Korea, helping local companies adopt ChatGPT Enterprise. Altman noted that Korea possesses all the necessary components—talent, infrastructure, and government support—to become a global leader in AI.
A Strategic Push Toward Profitability
These enterprise-focused initiatives are critical to OpenAI’s long-term financial strategy. The company has operated at a significant loss due to the immense costs of computing and research required to develop and train its models. With a reported 800 million weekly users and projected revenue of $13 billion in 2025, OpenAI is now leveraging its consumer success to build a sustainable enterprise business. Altman acknowledged that while its models were previously not robust enough for demanding business applications, they have now reached the necessary level of maturity.
The recent announcements, combined with a secondary share sale that valued the company at $500 billion, underscore investor confidence in this strategic direction. While Altman stated that near-term profitability is not a top concern, the clear focus on enterprise adoption, from app integrations to fundamental infrastructure, marks a pivotal transition as the company seeks to build a viable, long-term business model on top of its groundbreaking technology.
