OpenAI Targets Enterprise With App Integrations Partnerships

OpenAI has revealed a series of enterprise-focused partnerships at its 2025 DevDay conference, marking a transition from consumer momentum to business adoption. 

The company announced collaborations spanning application integrations, product development partnerships and infrastructure deals including a 6 gigawatt agreement with AMD as it seeks to justify spending that has pushed annual losses to US$8bn.

CEO Sam Altman said at a press conference following his keynote that the company would pursue enterprise clients with renewed focus. “You should expect a huge focus from us on really leaning into enterprise,” he said.

ChatGPT integrates Spotify, Zillow and Booking.com through Apps SDK

OpenAI has launched a way for apps to plug into ChatGPT allowing users to ask questions or perform tasks within third-party applications. The company released its Apps SDK in preview for developers, built on the Model Context Protocol, with initial partners including Booking.com, Canva, Coursera, Figma, Expedia, Spotify and Zillow. The company will add DoorDash, Instacart, Uber and AllTrails later this year.

An engineer at the conference demonstrated how users could ask ChatGPT to generate a playlist in Spotify or ask Zillow to narrow properties to those with three bedrooms and three bathrooms. When users start a message to ChatGPT with an app name like “Spotify, make a playlist for my party this Friday,” ChatGPT can surface the app in the chat and use context to help. ChatGPT prompts users to connect the first time they use an app so they know what data may be shared.

Nick Turley, Head of ChatGPT at OpenAI, told the conference that users will see ChatGPT evolve “from an app that is really, really useful into something that feels a little bit more like an operating system” over the next six months.

Spotify said in a press release about its partnership that it would not share user data with OpenAI to train models. “Connecting Spotify to ChatGPT is opt-in, and you’re always in control: You can connect or disconnect at any time,” it said.

Mattel tests Sora 2 video model for product development

Toymaker Mattel is partnering with OpenAI to test the ChatGPT-maker’s AI video model Sora 2, allowing Mattel designers to start with a sketch and transform early concepts into visual representations that can be shared and evaluated.

“Mattel has been a great partner working with us to test Sora 2 in the API (application programming interface) and see what they can do to bring product ideas to life more quickly,” Altman says. “So one of their designers can now start with a sketch and then turn these early concepts into something that you can see and share and react to.”

The collaboration builds on a broader strategic partnership announced in June 2025, when Mattel and OpenAI agreed to develop AI-powered products and experiences based on Mattel's brands including Barbie, Hot Wheels, Fisher-Price and American Girl. Mattel incorporated ChatGPT Enterprise into its business operations to enhance product development and creative ideation.

Brad Lightcap, Chief Operating Officer at OpenAI, says: “We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT.”

Samsung and SK join Stargate infrastructure initiative

OpenAI has also announced strategic partnerships with Samsung and SK as part of its Stargate initiative. The partnerships focus on increasing the supply of advanced memory chips for AI and expanding data centre capacity in Korea, and followed a meeting between President Lee Jae-myung, Samsung Electronics Executive Chairman Jay Y Lee, SK Chairman Chey Tae-won and Altman at the Presidential Office in Seoul.

Samsung Electronics and SK hynix plan to scale up production of advanced memory chips, targeting 900,000 DRAM wafer starts per month at an accelerated cadence. The agreements include a partnership with SK Telecom to explore building an AI data centre in Korea and an agreement with Samsung C&T, Samsung Heavy Industries and Samsung SDS to assess opportunities for additional data centre capacity.

Samsung SDS signed a potential partnership with OpenAI to jointly develop AI data centres and provide enterprise AI services. Samsung SDS will collaborate with OpenAI in the design, development and operation of Stargate AI data centres. Under the letter of intent, Samsung SDS can provide consulting, deployment and management services for businesses seeking to integrate OpenAI’s AI models into their internal systems. Samsung SDS signed a reseller partnership for OpenAI’s services in Korea and plans to support local companies in adopting ChatGPT Enterprise.

“Korea has all the ingredients to be a global leader in AI – incredible tech talent, world-class infrastructure, strong government support and a thriving AI ecosystem,” Altman says. “We’re excited to work with Samsung Electronics, SK hynix and the Ministry of Science and ICT through our global Stargate initiative to support Korea’s AI ambitions.”

OpenAI readies ChatGPT models for enterprise deployment

Altman told journalists at DevDay that OpenAI had always planned to target the enterprise but its AI models were not previously ready for the higher demands of business use cases. “We needed to let the models get better. The models are there now,” he said, adding that the company had selected “a few active early partnerships.”

OpenAI has remained unprofitable due to billions of dollars in annual computing and research costs. The company generated approximately US$4.3bn in revenue in the first half of 2025 and is reportedly on track to generate US$13bn in revenue in 2025, up from US$4bn in 2024. OpenAI now has more than 800 million weekly ChatGPT users.

The startup completed a secondary share sale in October that propelled it to become the most valuable startup in the world at a US$500bn valuation.

Altman said at the conference that profitability is “not in my top 10 concerns, but we obviously someday have to be very profitable.”