OpenAI is redesigning ChatGPT's interface to push users toward coding tools, image generation, and partner applications like Canva and Booking.com. The company plans to eventually eliminate prompts entirely, betting its models will automatically understand user intentions. This strategic shift comes as OpenAI brings product teams under single leadership while several executives depart.

The company has sidelined consumer-focused initiatives including a checkout feature and shut down Sora, its video-generation product, less than a year after launch. This indicates OpenAI's push toward business customers as the company prepares for an IPO. The approach mirrors competitor Anthropic's strategy of prioritizing revenue over experimental features.

Executives envision a future where users interact with a single AI assistant rather than separate applications. As AI agents become more capable, distinctions between chatbots, coding tools, and other software categories will blur. "When we have [artificial general intelligence], I don't think there will be a large number of distinct brands," said Alex Embiricos, OpenAI's head of enterprise product.