Sam Altman, CEO of OpenAI, is intensifying his rivalry with Elon Musk by expanding into multiple technology sectors that Musk currently dominates. Altman is investing in Merge Labs, a brain-computer interface startup positioned to compete directly with Musk's Neuralink. Beyond this, Altman is also targeting companies such as Twitter and Tesla through strategic investments and new product launches. He aims to propel OpenAI beyond AI models into an integrated hardware-software ecosystem reminiscent of Apple's approach, including new devices and applications. Altman has acknowledged past missteps with the rollout of GPT-5 and emphasized that memory will be a key feature in the upcoming GPT-6 model to enhance personalization and trustworthiness. This rivalry, which evolved from their co-founding partnership at OpenAI, is driving innovation and competition in the tech industry. Meanwhile, cultural responses to generative AI remain mixed, with some experts noting a sense of unease amid rapid advancements.