OpenAI refocuses Codex on work, not play

OpenAI expanded Codex from a coding agent into a broader workspace tool on 16 April 2026. The move follows three weeks of aggressive product culling and a clear strategic pivot toward business users.

What happened

OpenAI released a major Codex update that adds computer use, a built-in browser, image generation, and memory features. The update also ships 111 new plugins combining app integrations and Model Context Protocol connections.

Codex agents can now interact with other applications on your desktop. You can name a specific programme or let the model choose the right tool for the job. A built-in browser lets you comment directly on web pages and ask Codex to make changes. Image generation uses gpt-image-1.5 to create mockups, designs, and visual assets.

Memory features allow Codex to recall context from previous tasks. Over time, the system will suggest follow-up actions based on what you have worked on before.

Thibault Sottiaux, head of Codex at OpenAI, was direct about the ambition. OpenAI is building its super app in the open, starting with developers and broadening to a wider audience later.

There is a catch for UK users. Computer use is available to macOS users first. EU and UK users cannot access computer use or memory features at launch.

Three products cut in one week

This Codex expansion did not happen in isolation. In the last week of March 2026, OpenAI made three significant reversals.

On 25 March, OpenAI announced it would shut down Sora, its AI video generation app. The web and app versions close on 26 April 2026. The API follows on 24 September 2026. Sora consumed heavy compute resources without generating proportionate revenue.

On 26 March, OpenAI deprioritised Instant Checkout, a feature that aimed to turn ChatGPT into a shopping portal.

On the same day, reporting confirmed that OpenAI had shelved its planned erotic mode for ChatGPT indefinitely. CEO Sam Altman announced the feature in October 2025, scheduled it for December, delayed it twice, and then abandoned it after pushback from staff, advisors, and investors.

The Wall Street Journal reported that these changes reflected a major strategy shift away from distractions and toward business users and coding tools. With a potential Q4 2026 IPO targeting a valuation around $1 trillion, the commercial logic is clear. Investors want a platform that makes businesses more productive, not one that generates video content or adult chat.

The workspace race heats up

If this sounds familiar, it should. Anthropic's Claude already offers computer use through Cowork. Claude can operate desktop applications, manage files, and handle multi-step workflows across your screen. It has had this capability for weeks.

OpenAI is playing catch-up. The company acknowledged as much in press briefings, positioning Codex's version of computer use as differentiated by its ability to run applications without slowing down your system. That is a technical detail. The strategic picture is simpler: both companies are racing to become the default AI workspace for business.

Both are also heading for public markets at the same time. OpenAI is targeting a Q4 2026 listing. Anthropic is preparing for an October 2026 debut. Both need to prove they can win and retain enterprise customers. Product focus is sharpening on both sides as a direct result.

This competitive pressure is producing better tools for businesses. That part is good news.

The licensing question

Where it gets less clear is pricing.

Claude offers a straightforward subscription model. You pay per user per month. The workspace tools, coding capabilities, and AI features come bundled. Businesses know what they are paying and what they get.

OpenAI's Codex licensing is more complex. Codex is included in ChatGPT Plus ($20/month), Pro ($200/month), and Business ($30/user/month) plans. But usage runs on a credit system. On 2 April 2026, OpenAI shifted Codex pricing from per-message billing to usage-based token pricing for Business and Enterprise plans. Credits vary by model, task complexity, and whether you run locally or in the cloud.

For a 15-person team trying to budget AI spend, that creates friction. You need to understand token consumption, credit rates, and model tiers before you can forecast costs. That is a procurement headache most SMEs do not need.

OpenAI is also offering $500 in promotional credits per Business workspace to lower the barrier. Promotional credits signal intent to drive adoption. They also signal that the pricing model is not yet settled.

For SMEs comparing platforms, simplicity matters more than features at the point of purchase. You can always adopt more features later. You cannot easily recover from a confusing licensing decision that locks your team into the wrong plan.

What this means for UK SMEs

The direction is positive. OpenAI cutting Sora, erotic mode, and Instant Checkout shows a company aligning its product portfolio to where the value is: practical AI tools for work.

For UK businesses already using ChatGPT Business, the Codex expansion adds real capability. Computer use, plugins, and memory features will make ChatGPT more useful for tasks beyond conversation. When those features reach UK users, they will close some of the gap with Claude's workspace offering.

But gaps remain. Data residency controls in ChatGPT Business are still limited. Usage analytics for administrators lack depth. Role-based access controls exist at the Enterprise tier but are thin at the Business level. For UK SMEs operating under UK GDPR, these are not optional extras. They are requirements.

gecco is one of two UK SMB partners for OpenAI. We see the trajectory and it is encouraging. We also see the practical gaps that our clients raise every week. We have a call with the OpenAI partner team next week to discuss data residency, admin analytics, and the licensing structure directly.

This is how the market matures. Vendors narrow their focus. Partners push for the features that real businesses need. Businesses benefit when both things happen at the same time.

Where to start

If you are running AI tools across your team, the platform choice matters less than knowing what your team actually needs. The right answer depends on your data, your workflows, and your people.

gecco works with both OpenAI and Anthropic platforms. We help UK SMEs choose, configure, and adopt the tools that fit their business.

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