Jeff HassemerCEO, FirestarterMarketing.ai · The Strategy Architect | Agency Accelerator | Architecting Bold Strategies | AI + Marketing That Scales | Founder @ FireStarterMarketing.AI

ChatGPT’s new memory #substack #shorts

12 Jun 2026 · 1 min

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In this brief commentary, Jeff Hassemer explains that ChatGPT has relaunched its memory feature, shifting from an opt‑in, opaque system to a user‑visible, editable memory that lets users see and modify what the model knows about them. He emphasizes that richer, controllable context reduces AI mistakes and marks this as a significant improvement, though he notes it is more of a catch‑up move since other AI labs already offer similar capabilities. He then pivots to the SaaS sector, observing that marketing is becoming fully agentic as companies like Salesforce, Attentive, and Netcore roll out AI agents this week, signaling a broader industry shift toward autonomous AI‑driven marketing tools.

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ChatGPT relaunched their memory. So before, memory was opted in and limited, largely a black box. Now you can actually see what ChatGPT knows about you and edit that. Having memory in your environment allows you additional context when you're using AI. The more context you give AI, the less mistakes it makes. So this is huge, being able to control your context within this environment. By the way, you can already do this in the other AI frontier labs. So this is more of a catch-up feature than anything else out there. Interesting nonetheless that ChatGPT is doing this. Okay, so now the fighting back of the SaaS companies here. So now marketing is going fully agentic with Salesforce, Attentive, and Netcore all launching agents in the, in the, or in this week.