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OpenAI opens ChatGPT to plugin extensions and a 32-partner enterprise marketplace at DevDay 2026

Altman debuted plugin extensions with in-chat discovery and an Enterprise marketplace including Adobe and Figma, exposing developers to 1.2B weekly ChatGPT users.

BY GRETA REINHART · ENTERPRISE SAAS

OpenAI used its DevDay 2026 keynote in San Francisco to turn ChatGPT into a distribution channel, announcing plugin extensions that get recommended inside conversations and a 32-partner Enterprise marketplace that lets customers reroute committed ChatGPT spend toward listed vendors. Adobe, Figma, Sierra, and Harvey are among the launch partners, per Fortune.

The audience being handed to developers is the real headline. ChatGPT now has 1.2 billion weekly users and 2.5 million businesses on the platform. Sam Altman, pitching the extensions, told developers they can “build an editor, a dashboard, a whole workspace directly into ChatGPT and Codex.” The surface is the point.

Plugin discovery is the mechanic worth staring at. ChatGPT will surface plugin recommendations inside the chat itself, which Engadget’s live blog likened to sponsored placements on Google or Amazon, except these recommendations are organic and contextual rather than auction-priced. It’s the first large-scale consumer AI surface where third-party software gets routed to users by the model mid-conversation. Pair it with the always-on Dots agents unveiled the same day, which CNBC says connect to more than 4,000 apps, and the plugin surface stops looking like a chat window and starts looking like an operating layer.

The Enterprise marketplace is a different animal. It’s gated to 32 launch partners, and Fortune reports that commercial terms are negotiated case-by-case through customers’ OpenAI account teams, with no published revenue share. Enterprise buyers can reallocate part of their committed ChatGPT spend toward listed partner tools. That’s a procurement channel, not a store.

The financial backdrop pressures both moves. CFO Sarah Friar told attendees enterprise revenue has doubled since July with 70% quarter-over-quarter growth in Q3, and CNBC confirmed Bloomberg’s earlier reporting on early-stage talks for a roughly $30 billion round, following March’s $122 billion raise at an $852 billion valuation. OpenAI needs the ChatGPT surface to monetize beyond subscriptions, and plugin extensions do that without the awkwardness of the branded-agent ad units OpenAI wired into ChatGPT earlier this month.

For a 5-to-30-person SaaS vendor, the question is which channel to chase. Plugin extensions look like organic App Store discovery circa 2008. The Marketplace looks like AWS co-sell. Submission details and payout mechanics should be documented within four to six weeks.

Sources

About the author

Greta Reinhart

ENTERPRISE SAAS

Greta Reinhart tracks the enterprise software stack from San Francisco — data platforms, AI bundling, seat pricing, and channel checks across the largest SaaS vendors. She files on go-to-market shifts, packaging changes, and quarterly enterprise reads.