OpenAI introduced Dots on 29 September 2026. A dot is an always-on agent powered by GPT-6 Astra, with its own cloud computer and browser and access to connected apps through OpenAI’s plugin ecosystem. It can continue several projects, carry context across ChatGPT, Slack and Teams, and bring work back for review. Read OpenAI’s product announcement.

The rollout begins for Pro and Business Premium users in eligible markets. Enterprise, Education and Healthcare workspaces can try a beta when enabled by an administrator. OpenAI says proactive background research uses connected-app tools restricted to read-only access, while Custom Rules can allow, require approval for or block specific actions.

A different operating model

Most assistants wait for the next message. A persistent agent can monitor new inputs, update analysis and maintain a project over time. OpenAI gives examples including turning interview transcripts into clips and social posts, revising launch materials as scope changes and preparing tested product fixes.

Persistence also raises the stakes. A long-running agent may accumulate context, encounter malicious instructions or take an action based on an outdated assumption. Activity logs, narrow permissions and approval rules are operational requirements, not optional settings. OpenAI says Dots can still make mistakes and consequential work should be reviewed.

Practical marketing uses

A dot could monitor campaign comments, prepare creative briefs from performance patterns, check site links and metadata, or maintain a competitor and platform-update digest. It should not be judged by the number of tasks completed, but by accuracy, recovered time and measurable improvements.

Karim’s strategic takeaway

Pilot one read-only dot for website publication assurance: check new URLs, covers, dates and SEO output, then prepare a failure report without changing the live site. Add publishing or ad-account actions only after a clean audit period, with explicit approval, scoped credentials and a complete activity trail. Keep patient data and autonomous media spending outside the first deployment.