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

What has changed in OpenAI's structure

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

Previously, ChatGPT, the Codex coding agent, and developer APIs were managed by separate teams. Now they are merging into a single structure. It's led by Thibault Sottiaux, formerly head of Codex. Additionally, the scope of the new team also includes Atlas, OpenAI's internally developed browser.

This is not a simple organizational chart change. On the contrary, it signals a precise strategic choice: to converge towards a unified ecosystem, oriented towards autonomous agents. Therefore, the future of OpenAI's product is called super app .

Why Brockman returns to center stage

Greg Brockman had taken a break from OpenAI's daily operations. His return to such a central role is not accidental. In fact, at a time when competition with Google, Anthropic, and new AI players is intensifying, OpenAI needs 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's a message to the outside world: OpenAI wants to move as a single entity, not as a collection of parallel products.

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

The super app: architecture of a convergent ecosystem

The idea of a super app isn't new in the tech world. However, when applied to OpenAI, it takes on a specific meaning. ChatGPT becomes the conversational front-end. Codex handles code generation and reasoning. APIs connect third-party developers and companies. Finally, Atlas brings web navigation into the same environment.

In summary, the end-user — whether a consumer, developer, or company — should be able to operate within a single product. This reduces the need to orchestrate separate tools. Furthermore, it allows OpenAI to collect behavioral data across a much wider scope.

The model recalls, in some ways, WeChat's approach in Asia. However, here the core is not messaging but artificial intelligence applied to work. For companies that today use AI solutions separate for marketing, development, and customer service, this change is relevant.

Autonomous agents as a new operational paradigm

The keyword in OpenAI's communication is agentic future . Autonomous agents don't just answer questions. They plan, execute sequences of actions, and interact with external systems. Therefore, the leap compared to traditional chatbots is substantial.

According to Gartner , by 2027, over 15% of daily business decisions will be mediated by AI agents. This number was marginal just a few years ago. Consequently, organizations that do not start structuring their workflows with an agent-centric approach risk a competitive lag that will be difficult to recover.

For Italian SMEs, this translates into concrete scenarios. An agent could independently manage advertising campaigns, optimize SEO content, or respond to quote requests. We at SHM Studio we already observe today how our B2B clients 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 API-exposed functionalities. However, it also brings the risk of interface discontinuities during the transition phase.

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

Furthermore, Atlas's entry into the product team's perimeter suggests that OpenAI also wants to control the browsing layer. This has implications for those operating in the field of SEO and organic visibility, because an AI-native browser could change how web content is accessed.

What nobody is saying: the stakes for the Italian market

Public debate often focuses on the competition between big players. However, for Italian SMEs, the question is more practical. How does the cost of accessing AI tools change? How do you manage dependence on a single platform?

A unified super app can lower adoption complexity. In fact, instead of integrating three or four distinct services, a company could operate in a single environment. Therefore, for businesses with limited IT resources, this is potentially an advantage.

On the other hand, concentrating on a single provider 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 and LinkedIn campaigns take precisely these balances into account.

Outlook: what to expect in the coming quarters

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

Furthermore, the fact that Codex is now at the heart 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 considering how to integrate AI into their processes, the advice is not to wait for the framework to be finalized. Instead, it's useful to start with small, 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 on SEO copywriting .

Finally, for those who want to stay updated on the evolution of these topics, the SHM Studio blog publishes regular analyses on the AI landscape applied to the Italian context. For a personalized evaluation, it is possible contact our team directly.