---
id: "entity-openai-d6"
type: "entity"
entityType: "organization"
canonicalName: "OpenAI"
aliases: []
source_timestamps: ["¶1"]
tags: ["ai-company"]
related: ["entity-gpt-4-1-mini", "entity-gpt-5", "concept-ai-shopping-agents"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier2-06-ai-shopping-agents"
sourceUrl: "https://hbr.org/2026/05/research-traditional-marketing-doesnt-work-on-ai-shopping-agents"
sourceTitle: "Research: Traditional Marketing Doesn’t Work on AI Shopping Agents"
---
# OpenAI

**Profile:** AI research and deployment company; developer of the GPT model family and ChatGPT. Canonical reference: the OpenAI main site.

**Role in this source:** Cited as a force pushing ChatGPT deeper into **product discovery and merchant apps**, helping drive the rise of [[concept-ai-shopping-agents|AI shopping agents]] (¶1). Its models are two of the four tested in the simulation.

**Models tested in the study:**
- [[entity-gpt-5|GPT-5]] — advanced reasoning model that exhibited [[concept-algorithmic-skepticism|algorithmic skepticism]].
- [[entity-gpt-4-1-mini|GPT-4.1-mini]] — lighter, non-reasoning model more responsive to promotional cues.

**Related:** [[entity-gpt-5]] · [[entity-gpt-4-1-mini]] · [[concept-ai-shopping-agents]]