Silicon Valley leaders including Amazon, Meta, and OpenAI are hastily developing AI-powered "operating systems" expected to gain traction in 2026. These systems aim to facilitate interactions between AI agents and users without necessitating direct app usage, thereby changing how consumers engage with technology.
This shift envisions a seamless experience where an AI assistant could manage tasks such as booking travel or ordering meals, theoretically improving efficiency. However, this innovation poses considerable risks to existing business models, particularly for consumer technology companies.
AI devices are poised to replace traditional app interactions with a direct query-response mechanic, which may undermine companies’ control over user engagements. For instance, Uber and DoorDash, which profit from in-app advertising and customer retention strategies, might see diminished opportunities to upsell services if users primarily interact with AI agents instead of their applications.
Anjney Midha, an investor affiliated with Sesame—a startup led by former Oculus executives—warns that companies lacking "deep control over the supply of their product" will struggle in this evolving landscape. Historically, successful operating systems have depended on healthy developer relations, but tensions arise when companies, like Apple, take significant fees from app sales.
Startups face unique challenges as they attempt to integrate with larger platforms. For example, Rabbit, the company behind the R1 device, has encountered friction with major developers like Uber who have withheld API access, limiting Rabbit’s direct integration capabilities. Perplexity, another startup, faced legal action from Amazon for developing a shopping agent that competes with Amazon’s own services, highlighting the competitive tensions in the market.
In contrast, some larger companies have begun collaborating with platforms like ChatGPT. DoorDash, Instacart, and Expedia are already exploring AI-driven experiences, indicating a cautious optimism about new app ecosystems that leverage AI. However, user engagement with these AI tools remains low; a recent report indicated that only a small percentage of ChatGPT users were interested in making purchases.
Midha emphasizes that the final shape of the AI app ecosystem is still uncertain. Many industry players are grappling with monetization strategies that don’t rely solely on traditional revenue models like advertising, creating a complex terrain for product development and user engagement.
In a related development, OpenAI’s VP of research, Jerry Tworek, announced his departure from the company, citing difficulties aligning research priorities. Tworek’s exit underscores the increasing competition for ideas within the rapidly evolving AI landscape, as various labs vie for breakthroughs amid growing industry pressures from rivals like Google and Anthropic. His contributions to key projects—a testament to the escalating demands for innovation—will undoubtedly shape the industry’s future as OpenAI navigates its path forward.
