OpenAI quietly building a social media platform—Wake-up call for rivals

OpenAI is reportedly working on a brand-new social media platform that could go toe-to-toe with X (formerly Twitter)—but with a twist. According to The Verge, sources familiar with the matter say it’s still in its early stages, although an internal prototype already exists. And unlike traditional platforms, this one centers around generative AI—specifically, image creation through ChatGPT.

Imagine a social feed where AI doesn’t just recommend content—it co-creates it with you. Think Instagram meets Grok, but powered by the creativity of ChatGPT. From crafting viral visuals to curating intelligent, conversation-starting posts, this platform could redefine how we share and consume content online.

OpenAI CEO Sam Altman is said to be gathering feedback quietly from select insiders as the company debates whether this should be a standalone app or an expansion of the existing ChatGPT experience. Either way, it signals OpenAI’s ambition to go beyond productivity tools and enter the social sphere—with AI as the engine, not the add-on.

The timing couldn’t be better: ChatGPT recently surpassed TikTok and Instagram to become the most downloaded app globally—a major shift in the digital landscape. The app recorded about 46 Mn downloads globally in March 2025, according to AppFigures. This might be fuelled by the trend of creating and sharing Ghibli-style visuals.

ChatGPT recorded about 13 Mn downloads on iPhones from the App Store, and 33 Mn downloads from the Google Play Store for Android devices. 

Instagram matched ChatGPT’s total of 46 Mn downloads, though with a different split: 5 Mn downloads on iOS and 41 Mn on Android. Instagram was followed by the Chinese social media platform TikTok, which had about 45 Mn downloads, with 8 Mn on iOS and 37 Mn on Android.

This kind of momentum isn’t just impressive—it’s a signal. A signal that millions of users aren’t just curious about AI—they’re craving for tools that make creativity faster, smarter, and more accessible.

People want to create—but without spending hours designing graphics, editing videos, or crafting clever captions. And that’s where the idea of an AI-native social platform hits the sweet spot: a space where content creation becomes effortless and addictive.

If Gen Z turned TikTok into a cultural phenomenon, imagine what they could do with a platform where AI helps them dream bigger, design faster, and express themselves with tools that used to be reserved for professionals. OpenAI might not just be chasing the next social network—it could be building the first platform designed for the AI generation.

The idea is bold: Rather than keeping AI tucked away behind the scenes—as a silent algorithm curating your feed or flagging inappropriate posts—OpenAI’s vision flips the script to make AI an active collaborator in the creative process, helping users generate original content in real time.

Instead of just endless scrolling to find the perfect meme, visual, or post format, you can describe an idea like ‘make a futuristic skyline with a neon sunset’ and the AI generates a stunning image on the spot. If you want to tweet something clever about a trending topic, the AI helps you brainstorm, write, and even pair it with an eye-catching visual. Think Canva meets ChatGPT meets Instagram Stories—but all in one app.

This approach stands in stark contrast to how AI currently operates on major platforms like Instagram, TikTok, or X. There, AI is largely invisible, working in the background to personalise your feed, recommend posts, or target ads. It’s reactive, not creative.

But what OpenAI might be exploring would be the first time a social media platform is built from the ground up with generative AI as its core engine—not just an add-on feature. In essence, it’s not just about what you see—it’s about what you can make. That could open up a new wave of user-generated content – faster, more dynamic, and more personalised. 

Nothing’s officially confirmed yet, one thing is becoming crystal clear: OpenAI isn’t content with just revolutionising how we work—it’s setting its sights on something much bigger: how we connect, communicate, and create culture in the digital age.

Until now, OpenAI has mostly been known for powering productivity—helping users write faster, code smarter, analyse data, and automate tasks. But a potential move into the social media space signals a major shift: from workplace utility to personal expression and cultural influence.

This would put OpenAI in direct competition with social giants like Meta, X, and TikTok—not by copying them, but by reimagining the very foundation of social platforms. Instead of users relying on raw talent, time, or tools, AI would act as a real-time creative partner, enabling anyone to express themselves. 

Here’s how this move, if true, could shake the table.

Redefining Social Media: Traditional social platforms are built around user-generated content—text, photos, videos. OpenAI is flipping the model: users don’t just post, they co-create with AI. That means every user has the power of a designer, storyteller, or meme lord—even if they have no creative background. This changes the content game entirely, forcing platforms like Instagram and X to rethink how they empower creativity beyond filters and templates.

Accelerating AI Arms Race: Meta and TikTok have already started integrating generative AI—think AI avatars, filters, and auto-captioning—but OpenAI's edge is its deep AI infrastructure. GPT-4, DALL·E, and other models give it a head start in offering fluid, natural, and hyper-personalised creation tools. That puts pressure on competitors to speed up AI R&D or form costly partnerships just to keep up.

Owning AI-Native User Base: ChatGPT’s explosive growth recently shows there’s already a massive audience hungry for AI-first tools. If OpenAI builds a social layer on top of that user base, it could lock in early adopters and creators before legacy platforms even know what hit them. Platforms like Snapchat and X, still struggling to regain relevance among younger users, might find it even harder to compete in this new era.

Shifting Monetisation Model: If users start relying on AI to generate posts, visuals, and even branded content, OpenAI could introduce creator monetisation tools, premium content packs, or personalised ad models that break away from the old ‘likes-for-ads’ economy. This is likely to threaten the core business model of rivals, still heavily dependent on ad targeting and engagement algorithms.

Forcing New Kind of Innovation: Competitors may soon face a tough decision: evolve fast or risk becoming irrelevant. The days of incremental updates—adding stories, reels, or new filters—might not cut it anymore. OpenAI’s potential entrance could reset the bar for innovation, pushing others to rethink not just their tools, but their platforms' purpose in the AI era.