Simo, already a board member at OpenAI, will transition out of Instacart over the next few months and join the AI company full-time as Application CEO.

The hiring of the Instacart exec indicates that OpenAI's roadmap will involve more structured, productized offerings rather than just API access.

With her new leadership role at OpenAI, Fidji Simo will be expected to bring to bear everything she’s learned about building customer loyalty — and navigating internal drama.