OpenAI’s SaaS attack has begun. Here are the companies in the firing line.

• OpenAI showed off new workplace applications, entering the SaaS market as a competitor.
• The move challenges established software vendors such as HubSpot and DocuSign.
• These companies face a choice: partner with OpenAI or compete against its AI tools.

OpenAI just fired a shot across the bow of the software industry.

With the launch of its own AI-powered sales, support, and contract tools, the company is no longer simply powering the software-as-a-service (SaaS) market; it’s competing with it.

For years, OpenAI has provided AI infrastructure, selling tools that software players could build on. Now it’s embedding AI directly into everyday processes, such as sales, support, and document analysis. That makes it both a partner and a rival — a dynamic that could reshape the software landscape dominated by giants like Salesforce.

Software rivals are already taking a hit on the stock market. HubSpot shares plunged 10% on Tuesday, while DocuSign slumped 12% and ZoomInfo fell 6%. Salesforce fell more than 3%, leaving it down 28% for the year so far.

From model maker to app builder

Giancarlo Lionetti, OpenAI’s chief commercial officer, framed the shift in a new “OpenAI on OpenAI” series posted on the startup’s website on Monday, where the company showcased software that it actually uses to run its own operations:

• Inbound Sales Assistant: Answers questions from prospective customers in real time and routes qualified leads to salespeople.
• GTM Assistant: A Slack-based companion that prepares sales calls, pulls customer histories, and answers product questions instantly.
• DocuGPT: Parses contracts into searchable data, flagging unusual terms for finance teams.
• Research and Support Agents: Handle support tickets and improve service quality.

Software vendors in the crosshairs

Each of these applications could pose a threat to established software vendors.

RBC analysts wrote in a note to investors that they see a “competitive overhang” for certain software companies, citing product overlap with software providers that help manage customer relationships and contracts — the core offering of Salesforce.

They highlighted which companies are most exposed to OpenAI’s latest move, as customers may not want to pay extra for these features if OpenAI’s products can do the same thing.

• HubSpot and Salesforce: They build software to manage inbound sales and customer relationships, and OpenAI just built a rival.
• ZoomInfo: Its sales and marketing tools for lead intelligence and routing overlap heavily with OpenAI’s assistants.
• DocuSign: DocuGPT threatens to erode the value of its contract analysis features.

Threat or opportunity?

For software companies, partnering with OpenAI could boost sales conversion rates and speed up deal closings. Competing head-on could mean less revenue.

Pricing will be pivotal. If OpenAI licenses its agents per seat, vendors like HubSpot or DocuSign could feel real pressure. If it leans on charging by usage, integration may be the smarter path.

Either way, the message is clear: AI is no longer just an add-on feature. It’s the new foundation for sales, support, and finance.

OpenAI insists this is about more human expertise, rather than replacing it. By incorporating the expertise of top salespeople or contract lawyers into AI systems, companies can spread best practices across their teams.

OpenAI said its in-house technology saved its employees time so they could spend more time with customers. The startup’s support reps shifted from processing tickets to designing systems. Finance teams slashed contract review times.

The company is betting that this blend of craft and code will define the next frontier of enterprise software.

OpenAI is no longer just a supplier of AI. It’s now a SaaS competitor in its own right. For top software companies, that means an uncomfortable choice: integrate with AI or fight.

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