OpenAI Testing Its Own Social Media Platform Internally
Industry Recalls Meta’s Threads as Cautionary Example
Clear Differentiation Key to Long-Term Market Success

As OpenAI rides the wave of popularity from its AI-based image generation service, the company appears ready to test its influence in a new arena: social networking. News of OpenAI quietly developing an SNS (social networking service) platform has sparked comparisons to Meta’s Threads—a platform that once burst onto the scene with great promise. Now, industry experts are asking: can OpenAI avoid the pitfalls that nearly derailed Threads, and will it manage to carve out a distinct space in an increasingly crowded field?

The Push Behind OpenAI’s SNS Platform

According to The Verge, which cited multiple sources in an April 15 report, OpenAI is internally testing a new SNS platform centered around content generated through its immensely popular ChatGPT image generation feature. CEO Sam Altman has already sought feedback from external figures, signaling that the project is progressing. While it remains unclear whether this service will launch independently or be integrated into ChatGPT, its market debut—whatever the form—is expected to be disruptive.

At its core, the move reflects OpenAI's broader ambition to secure vital resources for advancing its AI models. By owning and operating an SNS, OpenAI can gain access to vast volumes of real-time user-generated data. This data goldmine could help refine AI models and align the company with industry practices seen at Elon Musk’s xAI, which draws on data from X (formerly Twitter) to train its chatbot Grok, and Meta’s LLaMA, which utilizes content from its own platforms. The trend is clear: data-rich environments can supercharge AI development.

Some speculate that Altman’s push into SNS is more than a strategic play—it may also be personal. His long-standing rivalry with Elon Musk, now at the helm of both X and xAI, is well known. With Musk integrating X into xAI and positioning Grok to deliver X-sourced content, OpenAI’s own SNS project could be seen as a counteroffensive in a deepening tech feud.

When Threads Took on X—and Struggled

The unveiling of OpenAI’s platform inevitably recalls the rise—and rocky journey—of Meta’s Threads. Launched in July 2023 as a direct competitor to X, Threads came with a bold vision of decentralization through the ActivityPub protocol, promising users the ability to engage across platforms like Mastodon and WordPress.

Unlike Instagram, which thrives on visuals, Threads focused on text. Posts were capped at 500 characters but supported links, photos, and short videos up to five minutes. It closely mirrored X in structure, allowing Instagram-based logins and displaying a mixed feed of followed and recommended content.

Threads made a massive splash at launch, attracting 100 million users within just five days. Tapping into Instagram’s vast user base, the app gained early momentum. Public interest soared as celebrities joined and media attention fixated on the rumored cage match between Musk and Meta CEO Mark Zuckerberg. But the hype soon met resistance.

Critics pointed to the lack of fundamental features—no DMs, no trending topics, no hashtags. Users couldn’t even edit posts or delete their accounts. Many influencers and brands, frustrated by Threads’ opaque algorithmic feed, began leaving the platform. The result: a noticeable dip in content and a corresponding drop in user engagement.

Still, Threads managed a second act. As short-form content became a cultural mainstay among Millennials and Gen Z, the platform began attracting a younger crowd. The casual, often blunt style of communication on Threads appealed to this audience, positioning the app as a text-based counterpart to TikTok-style quick consumption. By February, Threads’ monthly active users had surged to nearly 5 million—a 170% increase from the same time last year.

What OpenAI Must Do Differently

For OpenAI, the lesson from Threads is clear: success in the SNS market demands more than a headline-grabbing launch. It requires substance—a distinctive experience that not only attracts users but keeps them coming back.

Industry insiders emphasize that content quality remains the heart of any thriving social platform. In the case of Threads, it was the culture of candid, emotional expression through brief posts that turned things around. For OpenAI, a focus solely on AI-generated images or the novelty of its technology may not be enough.

As one expert put it, “To be competitive, OpenAI’s SNS must offer more than just AI wizardry. It needs a compelling hook—a reason for users to stay.”

Whether OpenAI can blend innovation with social engagement, and whether it can go beyond the initial hype to build lasting user loyalty, remains to be seen. But if the past is any indication, the SNS market rewards those who learn quickly, adapt faster, and offer users something truly unique.