OpenAI's SaaS attack has begun. Here are the companies in the firing line. (www.businessinsider.com)

OpenAI announced it is moving from model provider to direct SaaS competitor by unveiling internal workplace tools — showcased in an “OpenAI on OpenAI” series — that embed its models into sales, support and contract workflows. New offerings include an Inbound Sales Assistant (real-time Q&A and lead routing), a Slack-based GTM Assistant (prepares calls and pulls customer history), DocuGPT (parses contracts and flags risky clauses), and research/support agents that triage tickets and improve service. The launch immediately rattled markets: HubSpot, DocuSign, ZoomInfo and Salesforce shares dropped as investors reckoned with feature overlap and lost pricing power. For the AI/ML community and enterprise software vendors, the move is significant because it reframes large foundation models as not just infrastructure but productized apps that can replace or complement core SaaS features. Key technical and commercial implications include integration vs. competition choices for incumbents, the importance of licensing models (per-seat vs usage-based pricing), and new standards for embedding expert workflows (sales playbooks, contract-law heuristics) into LLM agents. OpenAI’s internal results — reduced ticket handling and faster contract reviews — signal productivity gains but also a strategic pressure on vendors to either embed OpenAI agents or rapidly differentiate their stack.