OpenAI acquires founding consulting firm, shifting from model to services company

OpenAI has completed the acquisition of Tomoro, a consulting firm it helped found in 2023, marking a significant pivot in its business strategy. This move signals the company’s evolution from a pure model developer to a full-service enterprise AI provider.

Based in Edinburgh and London, Tomoro specialized in deploying OpenAI’s technology into real-world business operations. Its client roster included Virgin Atlantic, where it built AI concierges; Supercell, where it developed in-game support agents; and major enterprises such as Fidelity International, Tesco, Red Bull, Mattel, and the NBA. The firm’s growth was remarkable: monthly revenue increased tenfold within a single year. Tomoro also committed £10 million to Scottish AI initiatives.

By absorbing this consulting arm, OpenAI gains direct access to the deployment expertise that many of its largest customers rely on. This acquisition allows the company to offer not just the underlying models but also the integration and customization services that make them useful for complex business environments. It is a clear departure from the earlier approach of licensing technology and letting partners handle implementation.

The deal underscores a broader industry trend: as AI models become more commoditized, the real competitive advantage lies in how effectively they are embedded into enterprise workflows. OpenAI is now positioning itself to control that entire value chain, from foundational research to on-the-ground deployment. For businesses already using or considering OpenAI’s tools, this acquisition suggests a future where the company is both the engine and the mechanic.