ChatGPT's Quiet Evolution: A productivity suite in the making...?

The AI landscape is moving at speed. While it's easy to get distracted by newer, shinier models like DeepSeek and Grok3, for most businesses, the real battle isn't simply about the sheer power of the models they're using: it's about how AI integrates into your regular daily workflows. And OpenAI knows it.

AI That Works The Way You Do

I've spent a lot of time immersed in tools such as ChatGPT, Claude and Gemini over the last couple of years. But you knew that already, right? And it strikes me that there's a lot of chatter around the advancing of the underlying LLMs that drive these tools, especially as the likes of DeepSeek and Grok3 have emerged; offering more powerful, efficient models trained for a fraction of the cost of their predecessors. All good, I guess.

(Mind you, it was literally just a month ago when you couldn't read an article about AI without being told we'd hit 'peak AI': the world had run out of data to train the models on and that was that. Those discussions didn't age well, did they?)

Yet as I've said before, the power of these emergent models is only as good as your application of - or interaction with - them.

ChatGPT is starting to feel like a nascent productivity suite rather than just a chatbot.

So, if you're building apps that connect with these models using APIs, it makes total sense to look at how DeepSeek et al might give you a competitive advantage for lower ongoing costs. But I sense that not many people are at that stage of adoption yet. And that's certainly true amongst the majority of companies that I work with.

Making AI Stickier Than Ever

Meanwhile, OpenAI has taken a two-pronged approach to its roadmap. Clearly, the company is heavily invested in the development of its core models: with o3 rolling out and GPT4.5 and GPT5 both being readied for launch 'soon'.

However, what's often a little less obvious is the investment OpenAI is making in the product itself, evolving ChatGPT's interface from the simple chatbot we know and love, into what I'd describe as something that's increasingly looking like a more general business productivity tool.

Think about it: for regular business users, infatuations with the 'latest, fastest' model will come and go, but if you build a platform that becomes intrinsic to their daily workflows, it's far harder to unpick when that shiny new LLM drops.

Beyond the Chatbox

Personally, that's where I see the updates at the end of 2024 and beginning of 2025 forming the basis of a more robust push into enterprise for OpenAI. In addition to the security assurances that a ChatGPT Team or Enterprise account brings, most of the new front-end functionality is designed to keep users increasingly 'in' the OpenAI ecosystem.

Build a platform that becomes intrinsic to people's daily workflows, and it's far harder to move when that shiny new LLM drops.

For most business users, the biggest friction point with using LLMs are around basic usability. With Canvas and Projects, OpenAI is making ChatGPT feel like a nascent productivity suite rather than just a chatbot: that's a crucial step towards AI adoption in corporate environments.

Hidden Powers

You may have used Canvas, and if you haven't, why the heck not?

Busting text out of the chat box and into fully formed documents eliminates one of the biggest complaints about originating work with these tools; the ability to edit, tweak, format, comment on a large chunk of text makes document co-creation feel like a genuine collaboration, without the constant back-and-forth of a chat-based discussion.

And where you once had a long stream of past GPeeTee chats, Projects brings structure amongst the chaos; folders for chats that can draw on shared documents and custom instructions set at a Project level. Prefer your 'proposals' project chat punchy, but you’d very much rather that your 'blogs' might be somewhat more verbose, no? It's a couple of lines of text away...although, I rarely let my AI friend near my precious articles. Oo-er.

Add in Operator and Deep Research, and you're starting to build something stickier than a treacle-dipped hedgehog in a velcro jumpsuit.

Even Tasks, which launched to little fanfare in January 2025 brings a degree of automation to help with your workflows...without the merest mention of an AI Agent. And yet, it's a fantastic way of having regular or time-based tasks schedule themselves around your agenda. Think 'send me my AI round-up news every Friday at 2pm', 'give me some SEO tips for my website every Monday morning', or 'let's pick up on this workshop planning next Tuesday.'

Add in the updates that have grabbed more attention of late, Operator and Deep Research, and you're starting to build something stickier than a treacle-dipped hedgehog in a velcro jumpsuit.

Productivity + Integration => Sheer Power

Operator is an autonomous web browsing agent that can take on activities online on your behalf (with security limitations!), undertaking some initially basic tasks just like a human would just from a prompt. Deep Research combines reasoning models (AI models that take a multi-stage approach that 'thinks' about the task at hand) with powerful online and knowledge searches to produce detailed research reports (and more). Again, these tools are less about chat and more about AI-driven automation.

Caveat: I've not yet got my hands on Operator as it's not out in the UK, or Deep Research as I need to cough up the additional $180/month to access it. But when I do, I'll be reporting back here.

I maintain - and hey, I might be completely wrong here - that for most business users integrating LLMs into their operations, it won't be the flashiest AI chatbot that wins in the short to medium term. It'll be about the company that manages to create something that feels so tightly integrated to their workflows that it's just unimaginable to suddenly stop using the wider functionality it provides. That's what will drive business adoption - and critically, retention - in the long run.

For me, right now, it's ChatGPT that's currently treading that path.

If you’re curious about AI, and need help exploring how to make it work for your business, why not talk to me about the training I provide through my programme, The AI Advantage, described as ‘the best workshop I’ve even been on!’

I work with clients through whole-team workshops through to one-to-one c-suite coaching, designed to immerse you and your team in how to get the most of the tools, and how they can fit into your day-to-day operations.

Interested? Let’s have that chat: drop me a message.

How a bonkers idea to turn our dog into an AI maths tutor ended up as an OpenAI film

Well, the cat’s finally out of the bag. Or should I say, the cocker spaniel’s out of the bag…?

I can barely believe I’m writing this, but a story that started with me feeling like I was failing as a parent is now the subject of a film on the website of probably one of the most important tech companies there has ever been, OpenAI.

Flashback: How Izzy Came About

It all began when my daughter Daisy was prepping for her SATs exams. She’d been struggling with maths, and in a vain attempt to get her back on track, we sat down together with a revision guide I’d bought. “How hard can it be?” I thought. How wrong was I?!

And that’s why Izzy the AI Maths Tutor was created: trained on the areas Daisy was struggling with, and given the persona of our crazy dog, Izzy. You can read more about how I used ChatGPT to help her smash her maths exams here.

A Caravan, A Rainy Day, and a Surprising Email

Fast forward a couple of months. We’re sat in a caravan in The Lake District. It’s raining and my electric MINI has been towed away because it won’t charge, and the rest of our week-long break is starting to look a bit grim.

Daisy’s on her iPad, and I’m doing the terrible parent thing of dipping into emails and checking updates on LinkedIn. Bad dad.

As I scan through messages, one catches my eye: it’s the most far-out piece of spam I’ve ever had.

“Hi, I’m from OpenAI’s comms team. We’ve seen your story and we’d like to talk to you about it.”

YEAH RIGHT.

“Hey Daisy, have you seen this? This is exactly the kind of scam I’ve told you to watch out for!”

Skepticism Turns to Reality

You see, I’m not daft: I still remember the ‘classic’ African prince email scam from the dawn of the internet.

Plus, I’m a northerner. I’m genetically programmed to treat all good news with a form of advanced scepticism we’ve developed through the ages, a thick skin hewn from the falling rocks of inter-generational misfortune… Wait. I’ve gone off on one, haven’t I?

Essentially, you can’t blag a blagger, and I’m having none of this.

But I’m intrigued: whatever this is doesn’t happen to people like me.

So I get around to responding, expecting to be asked for my bank details to help process the request. And then I get a reply which looks legit. OpenAI had read about the AI Maths Tutor I’d made using ChatGPT and they were thinking of making a film about it.

“Do you have time for a call?”

Blimey.

Still from the film: Izzy gets animated during her tutoring session…

From Concept to Reality

A couple of calls later, it’s getting clear this is actually all happening. There are people storyboarding our experience, and I’m getting requests to scout locations a crew could shoot me and Daisy (and our actual dog, Izzy) as we talk about them. Meanwhile, hotels are being booked and Daisy is tapping me up for a new outfit.

The shoot came around quickly. By this point, I’m checking the weather daily. It’s Manchester and, of course, it’s going to rain. Persistently: right on brand. And yet, as we got to the team’s arrival, the rain stopped and the clouds broke. A huge crew descends on our house. OpenAI literally have come knocking on our door.

We spoke about the process of setting up our GPT Maths Tutor, sure, but so much of the shoot was us hanging out at home and around our lovely village, Didsbury.

The OpenAI team were so great to spend time with. Daisy rustled up sweet treats for them, including making fresh ice cream, and the whole experience just felt like having some friends around to mess around with. It’s just that they happened to bring some expensive-looking camera and lighting kit with them.

STUFF GOT REAL

But it still hadn’t really dawned on me how much of a big deal it was until Adam, a really senior guy from the company, picked up a felt-crafted doll of Izzy that was sat on the window shelf in our kitchen.

“This is just like the version of Izzy our animation guys are working on!”

Gulp.

One internal double-take later, I’m starting to get a sense of how cool this video was going to be. They’d loved our story, using ChatGPT to tackle a simple human challenge. They loved that I wasn’t a techie, just a dad in need of a hand. And they loved the fact that we put our bonkers dog right at the heart of the thing we made.

You know what? They captured the heart and the humour behind turning a family dog into a maths tutor who saved the day. And we LOVE the video they made.

Daisy and Izzy high five.

A Huge Thank You!

HUGE THANKS to Taya, Jeff and Adam at OpenAI for investing in our story and giving us one of the most exciting—and surreal—experiences we’ve had. And thanks to Dan Fitzpatrick for sharing my experience with ‘Izzy’: it has been incredible to see so many people adapt the prompt to their own needs.

The Final Cut

So there we are. The film is live, it’s beautiful, and I’m hoping it inspires others to follow our example. You can find the AI Maths Tutor prompt in my article here.

If you’re curious about AI, and need help exploring how to make it work for your business, why not talk to me about the training I provide through my programme, The AI Advantage, described as ‘the best workshop I’ve even been on!’

I work with clients through whole-team workshops through to one-to-one c-suite coaching, designed to immerse you and your team in how to get the most of the tools, and how they can fit into your day-to-day operations.

Interested? Let’s have that chat, one-to-one.

There's a Whale in the Room

I wasn't going to 'dive in'.*

*Excuse 1) the terrible pun and 2) me using a phrase that appears far too often in AI-generated social media sludge. But you know, it works on several levels.

Anyway, back to the point, there's a flipping big whale in the room.

And nope, I wasn't going to post - there are way too many AI 'experts' riding the DeepSeek slipstream (I'm doing it again). That's kind of my point.

Just now, I made the mistake of sticking a UK lunchtime politics show on as I threw down some leftover Thai curry. Four 'politicians' were peddling ill-informed conjecture on the rise of DeepSeek to swerve a discussion to their particular agenda. And yes, I should know by now that’s what we call a mistake for political discourse in the West these days....

Suffice to say it wasn't the curry that made my noggin hit boiling point.

Everything they said, and to be honest, practically everything everybody else in the media has said about DeepSeek in the last 24 hours entirely misses the point.

“It’s better.”

That’s kind of it, folks, if you listen to the pundits on TV. “It’s better.”

It's Better. Haven't You Heard?

And I have ZERO doubt in my mind that the chatter across thousands of boardrooms and offices around the world, right now, is, “We need to use DeepSeek. It’s better.”

Yup. It is a technological marvel:

• Developed with a fraction of the budgets available to its US rivals, DeepSeek has built a model capable of ‘chain of thought’ reasoning, just like OpenAI’s o1 (o2 and o3) models.

• It’s open source, meaning the model is accessible to anyone wanting to develop on and for it.

• The app is free to use, and the APIs are drastically cheaper if you’re building solutions that call them. (Hey, but we all know that when a service is free, YOU are the product).

• And it’s efficient: training and operating DeepSeek is vastly cheaper than its rivals

....and so in many ways, DeepSeek is astonishing.

Hmmm...But Is It Better For You?

But for you, right now, is it BETTER, as the ‘experts’ in the media would have you think? In my honest opinion, as an AI enthusiast helping companies get their head around this stuff:

• I’d argue that if you haven’t yet found much use for reasoning models, it isn’t better for you.

• I’d argue that if you’re not deploying apps that are built on APIs, it isn’t better for you.

• I’d argue that if you value the option to protect your data from training models, it isn’t better for you.

• And I’d argue that if you’re using the under-the-hood features that tools like ChatGPT offer, such as voice, true image parsing, Canvas for document and code editing, then it isn’t better for you.

The one thing we know about the development of AI tools is that change is constant.

It’s an arms race, where one vendor inches beyond another every week depending on any given set of metrics. And sure, DeepSeek has made a ‘big splash’ (sorry, I’m at it again), but from a business perspective, I worry that we get buoyed along (I’ll get my coat) without fully understanding the true differences between one platform and another, and in particular, what that means for us - right now.

Right. Back to my curry then.

If you’re curious about AI, and need help exploring how to make it work for your business, why not talk to me about the training I provide through my programme, The AI Advantage, described as ‘the best workshop I’ve even been on!’

I work with clients through whole-team workshops through to one-to-one c-suite coaching, designed to immerse you and your team in how to get the most of the tools, and how they can fit into your day-to-day operations.

Interested? Let’s have that chat, one-to-one.

Everything C-Suites Always Wanted to Know About AI (But Were Too Afraid to Ask)*

"I had absolutely no idea you could do that with it!”

"You need to come and show the things you're doing to my boss."

"Phil, you're going to retire off this."

"LMFAO!"

That's just a couple of reactions I've had from senior corporate leaders over the last 18 months. And not just any senior leaders, we're talking about folk whose work sees them sit across AI and Machine Learning, day-in, day-out.

I love it...especially the one about retiring early. I'm far from that, BTW.

To be honest, I guess I shouldn't be surprised. I've invested significant time over the last 18 months experimenting with the tools, keeping abreast of the many new developments as they drop, and critically, thinking about what the rapid growth of generative AI means for companies large and small.

I experimented at an early age (of AI)

But I still find it fascinating that there's such a significant development happening around us and that—for some crazy reason—I might know a little bit more about this stuff than senior players at companies around the world. ("Hey ChatGPT, help me with my imposter syndrome.”)

It's still less than 18 months since ChatGPT4 arrived. At the time, my daughter was struggling with maths, and after a frustrating experience with a SATs revision guide, I wondered whether OpenAI's clever little update could become a personalised AI Maths Tutor. It did, she smashed her SATs, people wrote about it, it got featured in a film by OpenAI, and I've barely shut up about the experience ever since.

Enhanced performance

In the time since then, we've seen a slew of other frontier models come to the fore, literally thousands of existing SaaS 'enhanced' with AI (a modern take on 'our best wash yet'?), and AI tools creep into our devices. Meanwhile, the functionality in ChatGPT has quietly evolved from a text-based chat interface to what increasingly resembles a multi-modal productivity suite.

And where we're headed, we don't entirely know, but it's pretty clear this year we'll see AI agents arrive (think tools that can autonomously take on tasks on your behalf), and—whether we like it or not—tools that can think increasingly deeper about the jobs you've given them, and perhaps even become sentient. And what the heck is Stargate?

This stuff is no longer sci-fi: it's a 2025/26 product roadmap.

I really should KNOW by now, but I’m just NOT SURE what to do

So when I'm speaking to senior leaders, this rapid evolution causes them to scratch their heads. That's an understatement. Many, by their own admission, are behind the curve when thinking about what AI can do right now—never mind what they might be able to do in six months.

Without clarity on what's possible, misinformation creeps in.

I remember a conversation at a party a couple of months back (I'm such a fun guy) with a senior leader/investor who thought the AI bubble had burst, on the basis of what they'd been reading online. When I talked about some of the applications of AI I'd created for clients, and the obligatory Maths Tutor example, his thinking was completely changed.

But I also had a chat with a prospective client who thought they could replace their entire financial team using AI, despite having no idea how they might achieve that. I wasn't daft enough to take that gig on, dear reader.

*BTW: Your staff are at it like rabbits. And that’s very risky

Of course, staff absolutely love ChatGPT, Gemini and the like. And they're probably using them in your business right now to shortcut tasks and processes. It's just that you probably don't know the extent of what they're up to: and therein lies a massive challenge.

Here's the rub: staff surreptitiously using their own accounts with tools such as ChatGPT is a data security nightmare. Everything they're working on—whether that's a quick bit of advice on navigating a pay rise with their line manager, working on proprietary company IP, or perhaps even worse, processing customer data—is feeding the training model. Which. Is. A. Very. Bad. Thing.

And beyond that, how do you know they're using the tools with the critical eye so important with tools that could quite easily convince the casual user that white is indeed black?

Let's talk first before any of us do something we later regret

I guess that's where I step in. It's OK not to fully understand where we're at, and where we're headed, with generative AI.

I work with C-Suites to develop their understanding of today's tools and I'm focused, always, on pragmatism. What can the tools do? What can't they do? How does all of this align with what we want to achieve as a business? What might we build to help us get there? And what are the risks to our business based on—perhaps—our current lack of structured adoption?

Confidence is everythinG

By working to unpick this at a strategic level, we can change our thinking around what's possible, and quickly start to build new opportunities, efficiencies and ways of working that will transform our operations. Sounds like rhetoric, I know, but it's true.

The risk, of course, is that you plod on without a plan as the world around you adapts to the new reality of AI everywhere.

You know that AI isn’t just another passing trend. Catching up, or getting by with a cursory understanding of these tools is no longer enough.

You don't have to be an expert, but if you can start from that critical point of clarity around what's possible right now, and what that means for your business, you're halfway there. Your strategy will probably start to write itself...and not in a weird AI kind of way.

If you’re curious about AI, and need help exploring how to make it work for your business, why not talk to me about the training I provide through my programme, The AI Advantage, described as ‘the best workshop I’ve even been on!’

I work with clients through whole-team workshops through to one-to-one c-suite coaching, designed to immerse you and your team in how to get the most of the tools, and how they can fit into your day-to-day operations.

Interested? Let’s have that chat, one-to-one.