GPT-6: the answer becomes the interface

A month after the first GPT-6 models reached paying customers, OpenAI released a GPT-6 model built for everyone who uses ChatGPT — more than 1.2 billion people a week, according to the company.

The headline feature is Intelligent UI. Instead of returning paragraphs, ChatGPT can answer with a fully interactive interface: an explorable diagram, a small tool built for the task in the moment, a visual breakdown of a complex topic.

It landed in a month where the frontier was otherwise defined by access limits: models announced but only available to vetted groups, and planned releases held back after safety testing.

For twenty years digital strategy has meant building the interface: the website, the app, the self-service portal. Intelligent UI points to a different future, where the assistant builds the interface on demand and your product becomes something it calls.

I've said for years that interfaces will disappear. This is what the first step looks like — not the end of screens, but screens nobody designed in advance.

Ask how your offer appears when a customer never visits your site. Is your product information, pricing and availability structured enough for an assistant to use correctly?

Pick one customer journey that today requires five clicks and test what happens when a customer asks an assistant to do it instead. The gap you find is your roadmap.

When we scaled Scan & Pay at Coop, the shift was not the technology — it was customers changing how they shopped. Intelligent UI is the same kind of behavioural shift, only faster.

This is exactly the territory of my AI keynote: what changes, why it follows familiar patterns, and how leaders should respond. For hands-on decisions, see AI advisory.