My Sunday essay was about OpenAI's "magic unified intelligence”—their upcoming single reasoning engine. No more choosing between GPT-4, GPT-4o, o3-mini, or any other variant. One model to rule them all. If OpenAI gets this right, it could be an incredible leap forward in usability, efficiency, and AI intelligence. If they get it wrong, it could homogenize human thought in ways most of us haven’t fully considered.
A single reasoning engine makes sense. Anyone who has used multiple AI models knows that each has quirks—some are better at creativity, others at coding, others at summarization. Picking the right one can be frustrating. OpenAI’s approach would eliminate that complexity, ensuring a seamless experience where the best model is always the one you’re using.
On the other hand, if GPT-5 becomes the dominant reasoning engine for search, writing, decision-making, and knowledge work, we could see a slow but steady homogenization of thought. Imagine a world where every report, every analysis, every corporate strategy session is shaped by the same AI logic — sort of like super-amplified groupthink. .
As always your thoughts and comments are both welcome and encouraged. Just reply to this email. -s
P.S. If you're wondering how to prepare your teams for the battle against AI-groupthink, come join us at MMA CMO AI Transformation Summit (March 18, 2025 | NYC). I'm facilitating and co-producing this half-day invitation-only event which will provide insights into the strategies, technologies, and leadership practices for CMOs who are driving successful AI transformations across the world’s best marketing organizations. .
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
