Catch up on select AI news and developments from the past two weeks (in no particular order):
OpenAI launches GPT-5, aiming for AGI and enhanced usability. OpenAI has released GPT-5, the successor to GPT-4, emphasizing usability and safety improvements. CEO Sam Altman described it as offering PhD-level expertise on demand and a step toward artificial general intelligence. GPT-5 is now available with usage limits for free ChatGPT users and is being integrated into Microsoft's Copilot. While technical improvements over GPT-4 are modest, experts see it as a foundational reset for future innovations. The launch arrives amid OpenAI's structural changes, legal scrutiny, and growing competition, notably from Anthropic and Google. Importance for marketers: GPT-5 expands real-world use cases, particularly in content creation and coding, enhancing AI-driven productivity and customer interaction potential.
Anthropic revokes OpenAI's Claude API access over terms violations. Anthropic has cut off OpenAI's API access to Claude, citing violations of its commercial terms of service. OpenAI allegedly used Claude's capabilities for internal benchmarking via developer tools, bypassing standard interfaces. While Anthropic maintains it may still allow access for safety evaluations, the move highlights growing tensions and competitive tactics in the AI industry. OpenAI expressed disappointment, noting its own API remains open to Anthropic. The restriction follows similar action Anthropic took against another company rumored to be acquired by OpenAI. Importance for marketers: AI model comparisons are becoming both more competitive and more guarded, impacting transparency and cross-model evaluations used in marketing tools.
Apple builds new team to develop AI answer engine. Apple is reportedly forming a team to develop a proprietary AI-powered "answer engine" capable of pulling information from across the Web, potentially embedded into Siri, Safari, or as a standalone app. The project, named Answers, Knowledge, and Information, marks a significant move toward AI-driven search, possibly in response to Google's antitrust issues. Job listings suggest Apple is hiring experts in search engine development. While Apple has partnered with OpenAI to integrate ChatGPT, it is now pursuing a more direct AI approach. Importance for marketers: Apple's move may shift how users search and interact with content on its platforms, altering SEO and advertising strategies.
HubSpot launches Claude connector to integrate AI with CRM data. HubSpot has released a CRM connector for Anthropic's Claude, allowing users to interact with CRM data via AI for insights, summaries, and visualizations. The feature enables real-time analysis within HubSpot, offering tailored outputs for marketing, sales, and support teams. It honors role-based permissions and limits data use for training. The connector aims to boost productivity by contextualizing Claude's AI capabilities with real customer data. Importance for marketers: This integration allows more intelligent CRM queries, helping marketing teams personalize outreach and optimize campaigns using trusted, AI-generated insights.
US adds OpenAI, Google, Anthropic to federal AI vendor list. The General Services Administration has approved OpenAI's ChatGPT, Google's Gemini, and Anthropic's Claude as official vendors for US federal agencies. Part of a broader strategy under President Trump's administration, the move aims to expand AI adoption while loosening regulatory constraints and promoting exports. The approved tools will be available via a centralized platform for various government functions. Trump's policy marks a sharp contrast with Biden's more cautious, regulation-focused approach. Importance for marketers: Government endorsement of major AI tools could accelerate mainstream adoption, influencing compliance standards and offering new benchmarks for responsible AI use in marketing.
OpenAI releases powerful open models for local deployment. OpenAI has launched two new downloadable open models—gpt-oss-120b and gpt-oss-20b—that rival ChatGPT's performance in some tasks. These models can run on devices ranging from laptops to GPUs, offering privacy and cost advantages. Aimed at developers and nations wary of cloud dependency, the models support chain-of-thought reasoning and limited web access. However, they're “open weights” rather than fully open source. This move follows pressure from emerging rivals like China's DeepSeek and growing demand for decentralized AI. Importance for marketers: The availability of high-performing local AI models may expand experimentation and custom AI development without relying solely on cloud providers.
Microsoft integrates GPT-5 into Copilot, GitHub, Azure, and more. Microsoft has rolled out OpenAI's GPT-5 across its product ecosystem, including Microsoft 365 Copilot, GitHub Copilot, Azure AI Foundry, and the public-facing Copilot assistant. The model introduces improved reasoning and coding capabilities and is deployed via real-time model routing. Enterprise users can apply GPT-5 to emails and documents, while developers gain access to advanced coding and agentic tasks in Visual Studio Code. Safety evaluations by Microsoft's AI Red Team show a strong security profile. Importance for marketers: Widespread integration of GPT-5 into Microsoft tools could transform how marketers automate workflows, personalize content, and build AI-powered assistants.
Google claims AI Overviews are not harming search clicks. Google Search head Liz Reid rebutted claims that AI Overviews are reducing website traffic, citing "stable" click-through volume and increased searches, though without providing concrete data. The statement follows criticism from a Pew study suggesting AI Overviews lower click-through rates. Reid also highlighted growing user interest in "authentic voices," which may explain the rise of Reddit links in search results following a 2024 partnership. Importance for marketers: Google's AI-driven search changes continue to reshape how content is surfaced and clicked—understanding these shifts is critical for maintaining SEO visibility and user engagement.
Microsoft debuts Copilot 3D for image-to-3D conversion. Microsoft has introduced Copilot 3D, a new feature that turns 2D images into 3D models, available through Copilot Labs for all users. Designed for gaming, VR/AR, and design use cases, the tool handles well-lit images with clear backgrounds but struggles with animals and faces. Files can be downloaded in GLB format and converted for 3D printing. Microsoft stresses responsible use of original content and warns against violating its usage policies. Importance for marketers: Copilot 3D offers marketers new creative possibilities for immersive content and product visualization, expanding the range of AI-powered design tools.
You can find the previous issue of AI Update here.
Editor's note: GPT-4o was used to help compile this issue of AI Update.
