OpenAI is shifting gears and stepping into the everyday consumer arena by appointing Fidji Simo, the former Instacart CEO, to spearhead its new Applications division. This move isn’t just about leadership—it’s about reshaping how we interact with AI, especially when it comes to shopping and search.
With ChatGPT now serving 500 million users weekly, the platform stands as one of the most visited websites globally. This impressive growth fuels OpenAI’s ambition to build a consumer-centric platform that can rival even the biggest names in search and commerce.
CEO Sam Altman is clear: the goal is to convert cutting-edge research into products that truly benefit users. Under Simo’s experienced guidance, the new Applications unit will bring together diverse teams to enhance research outreach and operational efficiency, paving the way for innovative AI solutions that meet real-life needs.
Simo, who already holds board positions at both OpenAI and Shopify, will join officially later this year. Her track record in bridging merchants with consumers aligns perfectly with OpenAI’s strategy—one that not only challenges traditional tech giants like Google but also rethinks how we discover and purchase products online.
The initiative has caught the attention of industry experts. Julia Huang from Vesey Ventures pointed out the value of Simo’s expertise in uniting merchant and consumer interests, highlighting this move as a smart strategy to tackle evolving market demands.
Simultaneously, financial powerhouses such as Visa, Mastercard, and PayPal are diving into agentic commerce. This emerging trend, which sees AI agents handling transactions autonomously, underlines the broader industry push towards smarter, more responsive tech solutions—a space where OpenAI is keen to establish its presence.
ChatGPT is not resting on its laurels either. Enhancements to its shopping features and the prioritisation of products based on user relevance (rather than paid placements) signal a commitment to a more user-friendly online experience—a welcome change if you’ve ever found yourself wading through endless ads.
Retailboss CEO Jeanel Alvarado has even described this approach as a significant power move, one that promises to transform the shopping journey with smarter recommendations and a more personalised experience. Control over user data and experience is increasingly vital, and OpenAI’s strategy reflects that understanding.
Experts like Dev Nag of QueryPal and Zohar Gilad of Fast Simon agree: with Simo at the helm, OpenAI is well-equipped to adapt to ever-changing consumer trends while ensuring brands remain visible across platforms. It’s a refreshing integration of technology, leadership, and consumer insight that could well redefine our online interactions.
