OpenAI towards a super app: Brockman unifies ChatGPT, Codex, and API

What has changed in OpenAI's structure?

In mid-May 2026, OpenAI announced a major internal reorganization. Greg Brockman, the company’s co-founder, took direct control of product strategy. The news was reported in detail by The Decoder.

Previously, ChatGPT, the Codex coding agent, and the developer APIs were managed by separate teams. They are now being consolidated into a single unit. Leading the team is Thibault Sottiaux, formerly the head of Codex. In addition, the new team’s scope also includes Atlas, the browser developed in-house by OpenAI.

This is not merely an organizational restructuring. On the contrary, it signals a deliberate strategic choice: to move toward a unified ecosystem centered on autonomous agents. Therefore, the future of OpenAI’s product is called super app.

Why does Brockman return to the center of the stage?

Greg Brockman had taken a break from OpenAI’s day-to-day operations. His return to such a central role is no coincidence. In fact, at a time when competition with Google, Anthropic, and new AI players is intensifying, OpenAI needs both visual and strategic consistency.

Brockman embodies continuity with the company’s original vision. Therefore, his direct involvement in the product roadmap is a sign of internal cohesion. At the same time, it sends a message to the outside world: OpenAI wants to operate as a single entity, not as a collection of parallel products.

According to Wired, team fragmentation was perceived as a roadblock to release speed. Consequently, this reorganization also addresses internal pressures related to operational efficiency.

The Super App: Architecture of a Convergent Ecosystem

The concept of a super app is nothing new in the tech world. However, when applied to OpenAI, it takes on a specific meaning. ChatGPT serves as the conversational front end. Codex handles code generation and reasoning. The APIs connect developers and third-party companies. Finally, Atlas brings web browsing into the same environment.

In short, the end user—whether a consumer, a developer, or a business—should be able to work within a single product. This reduces the need to coordinate separate tools. It also allows OpenAI to collect behavioral data on a much broader scale.

In some ways, the model resembles WeChat’s approach in Asia. However, the core focus here is not messaging but artificial intelligence applied to the workplace. For companies that currently use AI solutions Given that these departments are separate—covering marketing, development, and customer service—this change is significant.

Autonomous agents as a new operational paradigm

The key word in OpenAI's communication is agentic future. Autonomous agents do more than just answer questions. They plan, execute sequences of actions, and interact with external systems. Therefore, the leap forward compared to traditional chatbots is substantial.

According to Gartner, By 2027, more than 15% of daily business decisions will be facilitated by AI agents. This figure was negligible just a few years ago. Consequently, organizations that do not begin to structure their workflows with an agent-centric approach risk falling behind their competitors in a way that will be difficult to overcome.

For Italian SMEs, this translates into concrete scenarios. An agent could independently manage advertising campaigns, optimize SEO content, or respond to requests for quotes. At SHM Studio We are already seeing how our B2B customers are exploring these possibilities in the areas of digital marketing and automation.

Immediate impact on developers and existing integrations

The reorganization has direct implications for those who currently use OpenAI’s APIs. A unified team means, in theory, greater consistency between model versions and the features exposed via the API. However, it also carries the risk of interface disruptions during the transition phase.

Developers who have built products using the ChatGPT or Codex APIs will need to closely monitor the changelogs. Similarly, companies that have integrated OpenAI into their CRM, ERP, or e-commerce platforms should prepare for potential updates. Our team of web development closely monitors these developments for customers who already have active integrations.

Furthermore, Atlas’s inclusion in the product team suggests that OpenAI also wants to control the browsing layer. This has implications for those working in the field of SEO and organic visibility, because an AI-native browser could change the way people access web content.

What Nobody Tells You: The Stakes for the Italian Market

Public debate often focuses on competition between big players. However, for Italian SMEs, the demand is more practical. How is the cost of accessing AI tools changing? How is dependence on a single platform managed?

A unified super app can reduce the complexity of adoption. In fact, instead of integrating three or four separate services, a company could operate within a single environment. Therefore, for organizations with limited IT resources, this is potentially an advantage.

On the contrary, concentrating on a single supplier increases the risk of lock-in. Pricing decisions, usage policies, and quota limits become variables outside the client company's control. Therefore, a mature digital strategy must also consider diversification scenarios. Our consulting activities in Google Ads campaigns e LinkedIn campaign take these very balances into account.

Outlook: what to expect in the coming quarters

OpenAI's roadmap for the second half of 2026 is not yet publicly detailed. However, some directions are predictable. First, an acceleration in the release of agentic features within ChatGPT is expected. Subsequently, integration with Atlas should lead to new ways of searching and synthesizing information.

Furthermore, the fact that Codex is now at the center of the product team suggests a growing focus on the developer segment. This could translate into new tools for code generation, automated testing, and integration with existing development environments.

For SMEs currently evaluating how to integrate AI into their processes, the advice is not to wait for the framework to be finalized. On the contrary, it is useful to start with contained pilot projects. Our dedicated area for AI services can support this exploratory phase. Likewise, those who want to delve deeper into the implications for content production can consult our resources. SEO copywriting.

Finally, for those who want to stay updated on the evolution of these topics, the SHM Studio Blog publishes regular analyses of the AI landscape as it applies to the Italian context. For a personalized assessment, you can Contact our team directly.