Welcome to this weekās edition of AImpulse, your snapshot of the most impactful developments in artificial intelligence. This week, all eyes are on OpenAI.
Hereās whatās shaping the pulse of AI this week:
1. OpenAI turns ChatGPT into a full app platform
OpenAI announced sweeping updates at Dev Day 2025, introducing native app integrations, agent-building tools, and broader developer access to flagship models like Sora 2.
The details:
ChatGPT Apps SDK lets users build, run, and chat with apps directly inside ChatGPT. Launch partners include Canva, Figma, Spotify, and Zillow.
Apps now embed natively in conversations and will gain monetization features ahead of a full App Store launch later this year.
AgentKit debuts as a suite of agent-creation tools, featuring a visual workflow builder, embeddable chat components, and evaluation connectors.
GPT-5 Codex rolls out publicly with a Slack integration, SDK for workflow embedding, and enterprise admin controls.
Developers also gain API access to GPT-5 Pro, Sora 2, and a gpt-realtime-mini voice model thatās 70 % cheaper than previous versions.
Why it matters:
OpenAI is rapidly transforming ChatGPT into an operating system for the web, where apps, agents, and workflows coexist in a single conversational layer. With AgentKit, OpenAI is now competing directly with automation platforms like Zapier, n8n, and Lindy, potentially reshaping the productivity-app ecosystem itself.
Further reading: https://www.theverge.com/news/793039/openai-chatgpt-apps-developers-sdk-canva-zillow-devday-2025
2. OpenAI unveils Sora revenue-sharing and tighter rights control
OpenAI CEO Sam Altman published a new blog outlining major policy and product changes for Sora, including revenue sharing and granular content-use permissions.
The details:
Rights-holders will gain opt-in control over how their characters and likenesses are used, replacing the previous āopt-outā policy.
OpenAI will launch a revenue-sharing program, allowing original creators to earn income from user-generated Sora content.
The update follows a flood of viral videos featuring characters like Pikachu, Mario, Michael Jackson, and Bob Ross.
Despite controversy, Sora shot to #1 in Appleās App Store within 24 hours, topping both Gemini and ChatGPT, even under invite-only access.
Why it matters:
Sora 2ās breakout success has collided with legal and ethical questions around copyright and digital likeness. OpenAIās shift from āopt-outā to āopt-inā marks a major concession to creators, but it also underscores how unprepared existing law is for the realities of AI-generated entertainment.
Further reading: https://www.testingcatalog.com/openai-to-add-granular-rights-controls-to-sora-video-platform/
3. OpenAIāJony Ive hardware project faces delays amid design hurdles
OpenAI and design icon Jony Ive are reportedly struggling with key design and technical challenges for their screen-free AI device, pushing its potential launch beyond 2026, according to the Financial Times.
The details:
The team is fine-tuning the deviceās conversation balance, aiming for an assistant that feels natural, not chatty.
Compute constraints have emerged as a major blocker, with OpenAI lacking the robust cloud backbone of Amazon Alexa or Google Home.
OpenAI bought Iveās io studio for $6.5 B in May, acquiring 20 + ex-Apple engineers plus hires from Metaās Quest and smart-glasses teams.
The device is described as āalways on,ā roughly smartphone-sized, and designed to sit on a desk or table rather than be carried.
Why it matters:
The project represents OpenAIās boldest hardware bet yet, an attempt to reinvent human-AI interaction without a screen. But even with top-tier design talent, marrying form, function, and infrastructure is proving harder than expected.
Further reading: https://www.ft.com/content/58b078be-e0ab-492f-9dbf-c2fe67298dd3
4. Jony Ive teases OpenAIās āfamily of AI devicesā focused on emotional well-being
At Dev Day 2025, former Apple design chief Jony Ive joined Sam Altman to discuss their shared vision for hardware that repairs what Ive called our āuncomfortable relationship with technology.ā
The details:
Ive said AI devices should make people feel āhappy, fulfilled, peaceful, and less anxious.ā
His team has already produced 15ā20 concepts for a āfamily of devicesā since OpenAIās $6.5 B acquisition of io.
Ive dismissed the idea of embedding AI into legacy products, while Altman said new hardware must offer āa really compelling reasonā to exist.
Why it matters:
If successful, the partnership could redefine how people emotionally engage with technology, steering away from addictive behaviors toward mindful interaction. Yet Altmanās emphasis on patience suggests that the AI device revolution is still in its early sketches, not its shipping phase.
Further reading: https://techcrunch.com/2025/10/05/openai-and-jony-ive-may-be-struggling-to-figure-out-their-ai-device/