OpenAI has launched a bold new phase in its evolution, shifting from being a behind-the-scenes AI enabler to a direct competitor in the software-as-a-service market. With the introduction of AI-powered tools for sales, customer support, and contract management, the company is now building applications that target core functions used by major SaaS players like Salesforce, HubSpot, DocuSign, and ZoomInfo. This strategic pivot marks a significant departure from OpenAI’s earlier role as a provider of foundational AI models. Instead of simply offering tools for other companies to integrate, OpenAI is now deploying its AI to run its own internal operations—using its own technology to handle sales outreach, customer service workflows, and legal document review. These tools, detailed in a new internal case study series called "OpenAI on OpenAI," showcase how the company is automating high-value tasks once handled by humans. The impact on the market has been immediate. Stock prices for several major software firms dropped sharply after the announcement. HubSpot fell 10%, DocuSign declined 12%, and ZoomInfo lost 6%. Salesforce, already down 28% for the year, saw its shares drop over 3% in a single day. Analysts at RBC Capital Markets warn that this move creates a "competitive overhang" for SaaS companies whose products now face direct AI-driven alternatives. The overlap is especially concerning in customer relationship management, contract lifecycle management, and support automation—areas where OpenAI’s new tools can replicate or outperform existing offerings. For software vendors, the situation presents a difficult choice. Partnering with OpenAI could enhance their own products, improving sales conversion and speeding up customer onboarding. But going head-to-head with a company that has both the AI technology and the deep integration into enterprise workflows poses a serious threat to revenue. Pricing will be a key factor. If OpenAI licenses its AI agents on a per-seat basis, it could undercut established vendors. If it adopts a usage-based model, integration into existing systems may become the preferred path for customers looking to avoid duplication. OpenAI maintains that its goal is not to replace human expertise but to amplify it. By embedding best practices from top salespeople and legal experts into AI systems, the company aims to scale high-performing behaviors across teams. Employees at OpenAI report saving time on repetitive tasks, allowing them to focus on higher-level strategy and customer engagement. As AI becomes the backbone of enterprise workflows, OpenAI is no longer just a supplier—it’s a full-fledged competitor. For the SaaS industry, this means a fundamental shift: the future of software is no longer just about features, but about who controls the underlying AI engine.