OpenAI’s New Device Company and the Race for the Ultimate Travel Assistant

OpenAI is taking a step toward its AI knowing more about you. For travelers, that could be key to an assistant that anticipates needs.

Big tech companies developing generative AI have said they envision their tech as an everyday personal assistant, and that includes performing travel tasks.

Google, Microsoft, and Apple have all had advantages over OpenAI because they also produce a variety of their own devices. (Apple’s iPhone 16 has a side button to activate an AI assistant, for example.)

OpenAI, on the other hand, is mostly limited to its app. But it wants to change that. The company is establishing its own device company with the help of Jony Ive, who led the design of the iPhone and other Apple devices. OpenAI said last week that it plans to acquire the design company Ive co-founded for $6.5 bill