The news: OpenAI is preparing to launch GPT-5 in early August. The newest and most powerful model combines traditional GPT capabilities with o3-series reasoning—marking a major leap in performance and model simplification.

Our first take: GPT-5 arrives at a critical moment as most businesses prepare their budgets for the next fiscal year, especially since Meta’s and Google’s new models aren’t expected until the end of the year.

Combining myriad capabilities under GPT-5 could make adoption more efficient for developers and enterprises. OpenAI’s current market position is strong, with 46% of US adults 18+ using their products as of April, per CivicScience. The consolidation play with GPT-5 could further cement OpenAI’s dominance if competitors are slow to respond.

This is our immediate perspective. We’re actively developing this story throughout the day with more research and data from the EMARKETER database. Our in-depth analysis will be included in our client-only Briefings. Non-clients can click here to get a demo of our full platform and coverage.

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