How OpenAI’s Bids For Enterprise, Ad Dollars Could Play Out

OpenAI’s push beyond selling AI models and into enterprise software and digital advertising marks a shift in where power and profits could accrue in the tech industry. As the company moves into markets long dominated by established software vendors, consultancies and ad platforms, its expansion raises questions about which incumbents are most exposed—and which players may benefit from a new layer in the stack.

We asked Deep Research to assess who stands to win and lose as OpenAI accelerates its move into these adjacent businesses. Here is the response.