AI agent features that operate autonomously across business applications are under development at OpenAI to counter a lead held by SpaceX. These tools compete with Grok Bot by allowing users to create assistants that remain active in the background to manage software workflows. The company has also held internal discussions about launching a separate personal assistant to challenge Meta's Muse.

SpaceX and Meta entered the market for always on assistants first, moving the competitive focus toward AI that completes tasks for users rather than just generating text. OpenAI is building its agent capabilities to address this shift, transitioning from simple chat interfaces toward continuous, task oriented automation across connected apps.