OpenAI launched a B2B marketplace at DevDay on 29 Sep 2026. It started with 32 partners. Eligible enterprise customers can redirect part of an existing OpenAI spend commitment to these apps. Baseten is a notable partner. OpenAI customers can now use commitments for open models served by Baseten via Codex or Responses API. Organizations can route tasks to the best-fit model across open and closed options. OpenAI aims to become the distribution platform for AI apps like AWS and Azure for SaaS. The marketplace consolidates AI sprawl and simplifies budgeting for buyers. OpenAI reconciles invoices but does not yet charge listing fees or co-sell. Partners are not required to build exclusively on OpenAI models. OpenAI accepts it may not always be in the token flow. The marketplace may evolve to include co-sell, listing fees, and unified invoicing. OpenAI has previously attempted ecosystem plays like the GPT Store and plugins.
What changed
Enterprises procured AI apps directly from each vendor with separate contracts.
What it unlocks
Enterprises can now allocate existing OpenAI commitments toward third-party AI apps in the marketplace.
- 32 partners at launch
- $348B in committed cloud budget
- 5% of business spend on open-weight models
- $70B run-rate revenue
What you need to act on it
- eligible enterprise OpenAI customer
- existing OpenAI commitment
Sources