Skip to main content

The Generative AI Game of Thrones - Is OpenAI toast?

The News

This has been an exciting weekend for the generative AI industry. On Friday November 17, OpenAI announced that the company fired its figurehead CEO Sam Altmann and appointed Chief Technology Officer Mira Murati as interims CEO in a surprise move. The press release states that Altmann “was not consistently candid in his communications with the board.”

Surprised was apparently not only Sam Altmann, but also the till then chairman of the board Greg Brockman who first stepped down from this position and subsequently quit OpenAI. Investors, notably Microsoft, found themselves blindsided, too – or flat footed depending on the individual point of view. Satya Nadella was compelled to state that Microsoft stays committed to the partnership with OpenAI in a blog post that got updated on November 19, 11:55 pm.

All hell broke loose.

Microsoft shares took a significant hit.

A number of additional senior OpenAI personnel quit. Both, Altman and Brockman, voiced the idea of founding another startup together.

Microsoft CEO Satya Nadella flew to San Francisco to negotiate a reinstatement of Altmann. It initially seemed that this would be going to happen, along with the complete board stepping down and being replaced by Silicon Valley tech executives.

Apparently, this did not work out.

The result is that Altmann, Brockman, and some other former senior OpenAI staff are now Microsoft employees, with Altmann becoming the CEO of a new advanced AI research unit.

Also on Sunday, Emmett Shear, former CEO of Twitch, was appointed new interims CEO at OpenAI.

Meanwhile, more than 500 of OpenAI’s employees, including former interims CEO Murati threatened to quit OpenAI and join Altmann at Microsoft, which apparently “assured us that there are positions for all OpenAI employees” in the new unit that Altmann shall lead. 

The bigger picture

Generative AI is deemed as one of the most promising technologies around. While it is not exactly new, and OpenAI is by far not the only company working on it, it has been OpenAI’s success to make it mainstream in a very short period of time by virtue of ChatGPT. 

It is also one of the most feared technologies around with potentially far- and wide-ranging social and economic impacts. The topic of ethical usage of AI is currently a very hot one. 

And OpenAI was founded with the core mission of ensuring that artificial general intelligence benefits all of humanity. In fact, it started as a non-profit organization and turned into a “capped” for-profit organization in 2019. This is already indicative of the rift between fast paced innovation and governance. This rift is clearly visible in OpenAI. Ray Wang dubbed this “balance between too much governance and not enough innovation” at OpenAI in his brief but scathing analysis in his LinkedIn newsletter. What he means with innovation, is actually commercialization.

My point of view and analysis

Wow, “not consistently candid in his communications”. It is not often that a company CEO is called a liar by his/her board of directors. Whether this accusation is true or not, the fast-paced process of ousting Altmann shows that it is in between difficult and impossible to find a balance between “creating safe AGI that benefits all of humanity” as OpenAI’s homepage proudly announces, and fast commercialization. AI, in particular generative AI, is an extremely expensive technology – and it is not likely that investors care too much about the rest of “all of humanity”. 

The main problem with the aforementioned balance between governance and innovation/commercialization is that there is always one player that leans more towards innovation/commercialization. 

AI, AGI even more so, is a platform game. And platform games favor big players. One is either top three – ideally top – or irrelevant.

Given that background, one can say that the current business model of OpenAI can be considered a failure. The chasm between a non-profit board that is tasked with preserving the “nonprofit’s mission, governance and oversight” and a “fundamental governance responsibility […] to advance OpenAI’s mission and preserve the principles of this charter” and a desire and need to raise and make significant money proved to be just too deep and too wide.

As a result, OpenAI turned from being the 800-pound-gorilla into a lame duck – at least temporarily. This creates a limbo.

The future of OpenAI will depend on whether the charter will be changed and the board steps down or not. And if it does, OpenAI will emerge as a different company.

As a consequence of this limbo, the good number of capable competitors that I do not need to name, have a small window of opportunity that they can capitalize on to dethrone OpenAI in the perception game. The window is small, as in particular, Microsoft is in a very comfortable position now. OpenAI re-emerges from this limbo as a weakened player that needs to take up steam again.

This is the best case for OpenAI.

Worst case: OpenAI is toast.

In any case, Microsoft is the big winner of this situation. The investors certainly seem to be of this opinion, too. MS shares took a nosedive on Friday and started with good gains on Monday. Microsoft continues to have the massive workloads of OpenAI on Azure. Microsoft has the unique opportunity to hire a massive amount of AI talent, namely the majority of OpenAI’s current staff – if said staff chooses to accept this offer. And Microsoft now has a prime seat when it comes to outright owning OpenAI, with a price tag that is likely to be significantly below last week’s purported valuation of up to $90bn US.

I wouldn’t be surprised if acquisition talks are already ongoing. 

Comments

Last Year's Top 5 Popular Posts

You are only as good as your customer remembers

As you know, I am very interested in how organizations are using business applications, which problems they do address, and how they review their success. In a next instance of these customer interviews, I had the opportunity to talk with Melissa Gordon , Executive Vice President, Enterprise Solutions at Tidal Basin about their journey with Zoho. You can watch the full interview on YouTube. Tidal Basin is a government contractor that provides various services throughout the government space, including disaster response, technology and financial services, and contact centers. Tidal Basin started with Zoho CRM and was searching for a project management tool in 2019. This was prompted by mainly two drivers. First, employees were asking for tools to help them running their projects. Second, with a focus on organizational growth and bigger projects that involved more people, Tidal Basin wanted to reduce its risk exposure and increase the efficiency of project delivery. This way, the compa...

Sweet Transformation: Inside SugarCRM’s New Direction

Fresh from the 2025 SugarCRM Analyst Summit, waiting for my plane home, it is time to sort my thoughts. From Monday, 1/27 evening to Wednesday 1/29 in the morning we had some time jam packed with information and good conversations with SugarCRM execs, customers, and in between analysts. The main summit started with a bang, namely the announcement that industry icon Bob Stutz joins the SugarCRM board of directors , which is something that few of us, if any, had foreseen. This is exciting news.  With David Roberts , who succeeded Craig Charlton in September 2024, SugarCRM itself has a new CEO with a long time CRM pedigree.  As with every leadership change, this promises some change. Every new CEO evaluates what they see vs. where they want their company to go and then, together with the team, establishes and executes a plan to get there. Usually, this involves some change in the structure of the executive leadership team, too.  This is what happened and happens with SugarCR...

Data Wars: SAP Vs. Salesforce In The AI-Driven Enterprise Future

The past weeks certainly brought a lot of news, with SAP Sapphire and Salesforce's surely strategically timed announcement of acquiring Informatica , ranging at the top. I have covered both in recent articles. The enterprise software landscape is crackling with energy, and Artificial Intelligence (AI) is certainly the star of the show. It isn't anymore about AI as a mere feature; it's about AI as the strategic core of enterprise software. Two recent announcements underscored this shift: SAP's ambitious AI-centric vision that was unveiled at its Sapphire 2025 conference, and, arriving hot on its heels, Salesforce's agreement to acquire data management titan Informatica for $8 billion. Both signal an intensified battle for AI supremacy, where trusted, enterprise-wide data is the undisputed new monarch. Of course, SAP and Salesforce are not the only ones duking this one out. SAP's Sapphire Vision: An AI-Powered, Integrated Enterprise At its Sapphire 2025 event in ...

The CDP is dead – long live the CDP!

In the past few years, I have written about CDPs, what they are and what their value is – or rather can be. My definition of a CDP that I laid out in one of my column articles on CustomerThink is:  A Customer Data Platform is a software that creates persistent, unified customer records that enable business processes that have the customers’ interests and objectives in mind. It is a good thing that CDPs evolved from its origins of being a packaged software owned by marketers, serving marketers. Having looked at CDP’s as a band aid that fixes the proliferation of data silos that emerged for a number of reasons, I have ultimately come to the conclusion and am here to say that the customer data platform as an entity is increasingly becoming irrelevant – or in the typical marketing hyperbole – dead.  Why is that? There are mainly four reasons for it.  For one, many an application has its own CDP variant already embedded as part of enabling its core functionality. Any engageme...

CPQ, Meet Price Optimization: Your Revenue Lifecycle Just Got Serious

The news On October 1, 2025, Conga announced its intent to acquire the B2B business of PROS , following PRO’s acquisition by Thomas Bravo . At the same time, ThomaBravo and PROS announced that PRO’s travel business segment will be run as a standalone business . The bigger picture Revenue operations, revenue management and revenue lifecycle management have become a thing in the past years, as evidenced by the number of specialized companies that solve parts of the overall problem of optimizing revenue. It also got abused to some extent (e.g., surge pricing models) when the users of the corresponding capabilities consider optimizing being the same as maximizing. Reality check: It is not. While optimizing involves a bit of identifying how much a customer is willing to pay, it also involves the thought of repeat business, or in other words customer loyalty, even without a formal loyalty program. And that involves the customer experience, part of which the speed of creating a quote with mat...