OpenAI opens a Marketplace where enterprise AI budgets can buy Runway and Higgsfield
OpenAI's new Marketplace lets enterprise customers spend part of their OpenAI commitment on partner software, and Runway and Higgsfield say they are launch partners. Their status is vendor-stated so far, and OpenAI has not said how much of a commitment counts or whether it takes a fee.
OpenAI opened a Marketplace at DevDay on 29 September, where eligible enterprise customers can spend part of their existing OpenAI commitment on approved partner software. Runway and Higgsfield both posted the same day that they are launch partners, offering image, video and audio models starting now.
The timing is the story. Five days earlier, on 24 September, OpenAI shut the Sora video endpoint for developers and listed no replacement. It has stopped selling its own video model and started routing enterprise budgets toward other people's.
Some of this is still unconfirmed. The partner lists OpenAI gave reporters name 32 companies, including Adobe, Figma, Salesforce and Baseten, but neither video vendor appears in them yet, so their status rests on their own posts. OpenAI has not said what share of a commitment counts or whether it takes a fee.
In practice, procurement is often the slow part of agency and brand video work, because every new tool means a new contract. If a client already has an OpenAI enterprise deal, ask their procurement team whether Runway or Higgsfield now fits inside it.
Source: TechCrunch and RuntimeWire, 29 September 2026; OpenAI Help Center on the Sora shutdown.
