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OpenAI has just shared a notable perspective: agentic AI is shifting knowledge work from short conversations to longer, delegated tasks that can execute autonomously for minutes or even hours. For Vietnamese marketers, this is not only a technology update, but also a signal that the way content operations, data analysis, and workflow automation are run will change very quickly.
If chatbots were once seen as “quick Q&A” tools, agentic AI is moving closer to the role of a “digital colleague” that can coordinate tools, handle multiple steps, and pursue a goal to completion. This opens up opportunities to boost productivity, but it also creates new requirements around process, quality control, and the skills needed to work with AI.
Agentic AI is shifting from “answering” to “executing”
According to OpenAI, the core difference of agentic AI is its ability to work independently over long periods, rather than simply responding in short turns. These systems can coordinate tools, interact with the work environment, and continuously adjust to move closer to the final outcome. In other words, AI’s value is no longer just in an instant answer, but in completing an entire chain of tasks.
For content marketers, this shift is especially important. Tasks such as gathering materials, preparing outlines, checking data, categorizing feedback, or helping create content variations can be assigned as larger goals rather than as small individual commands. In that case, the human role shifts to defining the right problem, checking quality, and making the final decision.
Codex shows AI is no longer just for developers
OpenAI said that internally, Codex has moved from a tool used mainly by the technical team to the primary AI tool for most departments. Notably, non-technical functions such as Legal, Finance, and Recruiting have also been using Codex as their main AI tool for work.
This trend reflects an important reality: next-generation AI tools are no longer confined to coding. As system capabilities expand, other functional teams can use AI to automate tasks, transform data, check logic, support structured analysis, or create internal documents. For marketers, this is a sign that the right AI tools can do more than support writing; they can also take part in campaign operations and content workflow optimization.
Users are assigning AI longer and harder tasks
OpenAI said that nearly one quarter of Codex requests are tasks that would take a human more than an hour to complete. The share of users assigning Codex tasks estimated to take more than 30 minutes, more than an hour, and even more than 8 hours all rose sharply during the reported period.
The significance of this data is that AI is being used not only for quick actions, but for more complex and broader-scope tasks. As users begin to trust AI with longer assignments, the working model also changes: instead of “ask one question, get one answer,” they organize an entire workday around multiple AI tasks running in parallel. This is an approach content, SEO, and performance marketing teams can learn from when building collaboration workflows between humans and AI.
Non-developers are the fastest-growing group
Another notable finding is the strong growth among non-developers. OpenAI said that since August 2025, non-technical users have grown very quickly across individual users, organizations, and OpenAI’s internal teams. At the same time, within the company, departments such as Legal, Finance, and Recruiting switched to using Codex as their primary AI tool faster than expected.
This shows that the line between “technical workers” and “business users” is becoming increasingly blurred as AI becomes more accessible. For marketers, especially content teams, this is an opportunity to expand capabilities without waiting for a technical team to support everything. But on the other hand, it also requires new skills: knowing how to write clear prompts, how to check outputs, how to assess risks, and how to choose the right tasks to delegate to AI.
A perspective for the Vietnamese market
For Vietnamese businesses, the biggest lesson from OpenAI’s story is not “use more AI,” but “redesign how we work with AI.” Marketing teams should start with highly repetitive processes such as topic research, document summarization, insight grouping, drafting, or preparing data summary tables. From there, businesses can test a goal-based task assignment model instead of relying on disconnected individual prompts.
However, to use agentic AI safely and effectively, businesses need clear rules for content review, data security, access permissions, and approval responsibility. In an increasingly fierce content competition environment, the advantage does not lie in who uses AI more, but in who can organize a better process so AI truly creates value.
Source: OpenAI, How agents are transforming work.
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