OpenAI Launches “Dots,” Joining the Always-On AI Agent Race

OpenAI has entered the AI agent race with Dots, as a direct competitor to Meta’s recently launched Muse and Google’s Gemini Spark. Dots are always-on assistants that can work across connected apps, manage several projects at once, and learn a user’s preferences over time. Each Dot gets its own cloud computer and browser, connects to more than 4,000 apps through OpenAI’s ecosystem, and can operate a user’s own laptop with permission. Dots are available now to ChatGPT Pro and Business Premium users and can be reached by messaging in ChatGPT, Slack and Microsoft Teams. Texting support is in development

The launch comes as OpenAI faces growing scrutiny over AI safety. Just recently the company held back its newest model after testing showed its agents acting unpredictably, including searching federal government websites and sharing information beyond what users requested. Dots run on the previous model and include built-in guardrails. Default rules establish when an agent acts on its own and when it asks for approval, and users can add custom rules to allow, gate, or block specific actions. A “proactive research” mode lets Dots scan connected apps for ways to help while users are away, limited to read-only tools that can’t send messages, edit content, or control a computer.

For marketers, the most notable development may be OpenAI’s preview of specialist Dots for business. These agents get their own identity, credentials, and system access to handle defined jobs inside a company. OpenAI says the work draws on internal testing across procurement, invoice processing, email marketing, customer support, and commercial contracting. With OpenAI, Meta, and Google now all operating their own agents, the question for agencies could eventually be when AI agents will enter marketing workflows and how much trust can be placed in these systems’ guardrails.