In this solo talk, Eric Siu explains how OpenAI’s latest releases—Dots, the revamped ChatGPT plugin marketplace, the Decisions API, and the Agents API with computer use—create new distribution channels for marketers. He describes how Dots are built into Pro plans and can be deployed in Slack and Microsoft Teams, how the plugin marketplace now offers easier creation, submission, and discovery, and how integrations with partners like Canva, Notion, Vercel, and others let marketers embed AI into existing workflows. Siu stresses the strategic importance of discoverability: getting plugins and agents listed in the marketplace can generate ongoing traffic, similar to an app store. He gives concrete examples, such as legal plugins that rank #1, the Carrot LinkedIn ABM tool, and Single Grain’s AI‑native marketing services that bundle SEO, cold‑outbound, and creative workflows into Slack/Teams bots. He also highlights the Decisions API for real‑time classification and the Agents API that enables multi‑agent, tool‑calling, and computer‑use capabilities, allowing bots to interact with external UIs. Finally, he notes the emergence of ChatGPT ads as a paid‑media channel to amplify marketplace listings. The overall message is that marketers must shift from traditional Google‑centric SEO to building, listing, and promoting AI‑powered plugins and agents within OpenAI’s ecosystem.
Chapters
So OpenAI has some crazy things coming out and I want to talk about what it means for you as a marketer. So they have Dots coming out, but more importantly, there are some new distribution channels that are coming out. There are some new things that you can build as a marketer. I'm going to give you a few examples here. And the first thing that you see on the screen right now is Dots. So interesting thing is it's included with your Pro subscription and they've already enabled it where you can put it into Slack, right? So you can put it into Slack and put it into Microsoft Teams. And so people already inherently trust OpenAI, whether you agree with that or not, they trust OpenAI. And ChatGPT is making a big comeback when it comes to plugins. And so plugins right here, you can see that they're opening this platform to build with ChatGPT features so developers can create their own experience with plugins. So this is their app store. Plugins haven't done that well before, but they're doubling down and they're tripling down on this. And so they have improved plugin creation, submission, and discovery. So they're trying to make it easy for people to discover these plugins. And they have this plugin creator now. And then sites can now host these, right? And then you have these MCP events for plugin automation. So the whole idea here is that if your plugin gets discovered like an app, it's going to— if you're number one for a long time, you're going to— it's the gift that keeps on giving, right? You can also add supported ChatGPT plugins to the sites that you build. And so they're going harder now on customizations for plugins. And so I think if I don't think I know because now anybody can build anything. If you can actually have a plugin that fits into, that plugs into your business, then it's going to be a good thing, right? So I think this plus bots are going to play hand in hand. So you can have your bot link in with the plugin and you can try to make it more discoverable that way, right? And I actually have a friend, let's just say he's in the legal space and he picked up a few plugins. He actually bought a few plugins from people that were already ranking number 1 on ChatGPT. So if you're thinking about doing this, you should be doing it. And I'm thinking about how we would apply this probably to a lot of the workflows that we have already that are working well. So it's probably the agents that we have. And so to me, maybe the plugin, if it's ranking well, it flows into the agent that you have already, or it can flow into— to me, Dot is also another agent as well. And to me, a lot of these things are converging. So this is available on all plans. You can see over here, Canva, Has a simple plugin that you can use over here. But if we're talking about discoverability again, if you can sign in with ChatGPT and it can use some of the usage from the plan that you have already. So what they're saying here is that we're making it easier to use your ChatGPT plan with other tools. So use your allowance across 16 partners, including Cognition's Devin, which is a very powerful— they have like an agent factory that you can use. A lot of coders use it to build stuff. Notion, a lot of people are using it to kind of Store a lot of documentation and workflows that they have. You can plug it in with your OpenClaw as well. You can plug it in with Vercel, and they're going to continue to add to this, right? By the way, if you're enjoying this video, you got to check out Single Grain with the G. So singlegrain.com. This is our AI native marketing services as software firm where we build these marketing workflows: AEO, SEO, scaling cold outbound, scaling creatives. These are all workflows that we build, and we put them into your Slack and your Microsoft Teams, and our teams help you manage them. And ultimately, it means that we're able to compound on work that matters more. More to get you more outputs and outcomes that you want. So singlegrain.com, and we'll see you on the other side, right? And so the whole idea here, by the way, if I'm thinking about the workflows that we have, so let's use Carrot as an example, right? So Carrot is our LinkedIn account-based marketing software. So it allows you to customize your LinkedIn ads, right? And that's still very useful in today's day and age. So how do we plug this in where they can just use it for a little bit, right? So you're basically adding in more discoverability, um, if you're able to add yourself to this, this OpenAI Marketplace over here, right? So you can see Who's in here? So Lovable's in here, Vercel's in here, Legora, which is legal, Harvey's legal, Runway's in here, Sierra's in here. So if you can get yourself in sooner than later, to me, this is just another— it's another app store, right? Plugin extensions. So again, developers can create their own experiences within ChatGPT. I think now we're getting to a point where if you're not thinking about this from a discoverability standpoint, like especially if you have an AEO SEO background, you have to be doing this. If you're not doing this and you're still doing the traditional AEO, SEO, and you're just thinking about Google the whole time, you got to be thinking about this because it's clear that people are hanging out here. And so plugin extensions, that's one piece of it. Getting on the OpenAI Marketplace would be another piece of it as well. So if you're working with clients, for example, and they're in software, you got to make sure that they're getting in here. Or I'm thinking about the stuff that we're doing. How do we just get all of our agents together and consolidate? Them, them in here, right? And so, uh, DOTS is going to be, you know, a very big deal because, you know, it's— the agent space is becoming very competitive. Sign in with ChatGPT subscription is going to be, um, very important as well. And so if you look at Decisions API, so it enables real-time decision making by focusing Luna's intelligence, which is one of the lower models, uh, cheaper models, on specific set of user-defined questions with finite predefined answers. Developers supply context using text or images and get back answers they can use to classify content Route request or choose an agent's action. Next action. And they have other stuff they're talking about such as agents API with computer use. So I think this is a big deal too. So when you think about the agents that you build, if you're using the OpenAI API, they're basically saying that, hey, whatever agent you build. So for example, if I have an AEO SEO bot that will ingest my content and draft content for me, and it will also look at what competitors are doing, it will also look at content that's decaying and decide what content we should be drafting. Well, in some cases, maybe it needs to pull from my X profile. Maybe it needs to pull— maybe it needs to— if we're running a talent bot, for example, for recruiting, maybe it needs to use a LinkedIn account or something like that. Or maybe it needs to log into a UI that doesn't have an API. Well, Codex actually does a really good job. Codex is their coding harness, does a really good job with computer use. With computer use, well, guess what? Codex has multi-agent capabilities, tool search, tool calling, and context compaction into your application. If you add that in there, whatever workflows or bots that you have right now that are crushing it for you, whatever agents you make, guess what? You can put that into a plugin and then maybe you can house all of those plugins together. If we think about— we're talking about the plugins over here, so each of your bots can become a plugin and then maybe use the agents API with computer use. Okay, you package it up and put it in here. And then what you do is, you know, with ChatGPT subscription, okay, you figure out how do you get into the marketplace here? And how do you just package all of your workflows together? And so when I think about single grain and single brain, and really they're all kind of just merging together, the stuff that I do, we're really building these workflows and we're compounding on them over time, right? And so when you look at the marketplace over here, Sierra actually has a lot of these workflows that they're building out for their clients. And then HyperAgent, they build a lot of these agents too. And I think a lot of like Legora and Harvey. These are, these are legal agents, and I think we're going to see a lot more of this, right? And so that's why I think that you have to get on this right now. This, this also applies to paid media too because ChatGPT ads are live, right? And so you could be running ChatGPT ads for this. You should be getting on this now. I think about this from like a new SEO AEO standpoint. You got to get listed on these right now, okay? And the second thing is if you start to do well there, then you start to drive distribution through paid media. Um, all this other stuff is fine, you know, for enterprises to use, but I think From a marketer standpoint, this is how you got to be thinking about this. I think you just need to go do now. So go do, and we'll see you on the other side.
