OpenAI starts to roll out its AI Operator agent across the world
OpenAI is in a race to commercialise its software to avoid every big tech firms problem, having a great product but not enough paying customers to keep the funding going.
Key takeaways
- OpenAI said Operator will be available in most places where ChatGPT is available, apart from the EU, Switzerland, Norway, Liechtenstein, and Iceland.
- Operator runs on a separate browser window (that users can take control of at any time) to complete tasks.
Cite or link to this article
Griffin, M. (2025) 'OpenAI starts to roll out its AI Operator agent across the world', 311 Institute, 24 March. Available at: https://www.311institute.com/openai-starts-to-roll-out-its-ai-operator-agent-across-the-world/ (Accessed: 25 October 2026).
OpenAI said on Friday that it is rolling out Operator, its Artificial Intelligence (AI) agent that can perform tasks on behalf of users, for ChatGPT Pro subscribers in Australia, Brazil, Canada, India, Japan, Singapore, South Korea, the U.K., and more countries.
OpenAI said Operator will be available in most places where ChatGPT is available, apart from the EU, Switzerland, Norway, Liechtenstein, and Iceland.
The Future of AI 2030, by AI Keynote Speaker Matthew Griffin
Operator, which launched in January in the U.S., is one of several “AI agent” tools on the market that can be instructed to do things like book tickets, make restaurant reservations, file expense reports, or shop on e-commerce websites, features that were first shown off with the Rabbit1 device more than a year ago.
The tool is currently only available to subscribers on the $200-per-month ChatGPT Pro plan. You can only use it via a dedicated web page, but the company has said it plans to make Operator available with all ChatGPT clients. Operator runs on a separate browser window (that users can take control of at any time) to complete tasks.
There’s ample competition in this space, with companies like Google, Anthropic, and Rabbit, now owned by HP, building agents that can perform similar tasks. However, Google’s project is still on a waitlist, Anthropic gives access to its agentic interface through an API, and Rabbit’s action model is only available to users who own its device.
What this means for your organisation
The customer may be a machine.
Agents can now book, reserve and buy for users. Firms will increasingly serve software acting for people. Websites and checkouts must work for agents as well as humans.
Rules shape rollout.
The tool is held back in the EU and some other countries. Regulation decides where agents can operate. Firms selling across regions face uneven adoption.
Competition is intense.
Several big tech firms are building similar agents. Standards for how agents interact with sites will emerge. Leaders should prepare for agent friendly design.
Three questions for your next leadership meeting
- Can AI agents easily use our website and checkout?
- How would agent led buying change our marketing?
- Which regions will see AI agents shop first?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
OpenAI is in a race to commercialise its software to avoid every big tech firms problem, having a great product but not enough paying customers to keep the funding going.
About the author
Matthew Griffin Founder, President and Futurist, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
Read full bio
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder, President and Futurist of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity programme, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
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Sources and further reading
- said x.com
- dedicated web page operator.chatgpt.com