According to Business Insider, OpenAI CEO Sam Altman revealed on the “Big Technology Podcast” that his company has entered an internal “code red” emergency mode multiple times. The first was earlier this year when China’s DeepSeek emerged with a powerful, low-cost model. The most recent was just earlier this month, about two weeks after Google released its praised Gemini 3 model. Altman said these states last about six to eight weeks and involve reprioritizing, like focusing on ChatGPT over other products. He expects OpenAI will need to do this “once maybe twice a year for a long time.” Since the latest code red, OpenAI has already shipped a new advanced model for professional work and a new image generator.
The new normal is permanent panic
Here’s the thing: Altman is basically admitting that the era of OpenAI‘s comfortable lead is over. For a long time, they were the only game in town that mattered for cutting-edge consumer AI. But now? The competitive pressure is real and constant. And his plan isn’t to build an impenetrable moat. It’s to institutionalize panic. Declaring a “code red” once or twice a year means accepting that you will be blindsided, that a competitor will release something that makes you sweat. The goal is to make the reaction to that shock faster and more effective than everyone else’s. It’s a strategy of managed paranoia.
Who actually wins here?
So who benefits from this forever war? In the short term, developers and users absolutely win. We’re seeing features and model upgrades ship at a breakneck pace because these companies are terrified of losing a six-month advantage. Look at the flurry from OpenAI just in the last week! But is this sustainable? I mean, can you really ask a team to go into emergency crunch mode every six months, forever? Burnout is a real risk. The other winner might be the smaller, nimbler players. Altman name-dropping DeepSeek is fascinating. It wasn’t just Google that triggered a crisis; it was a relatively unknown Chinese startup. That tells you the threats can come from anywhere now. The barrier to creating a model that spooks the giants is lower than ever.
The Google factor and shifting battlegrounds
The most delicious irony is that OpenAI is now doing to Google what ChatGPT did to Google back in 2022. Remember, Google called its own “code red” then. Now the tables have turned, but with a twist. Altman says Gemini 3 didn’t have “the impact we were worried it might.” That’s a pretty slick piece of PR shade. It simultaneously downplays a rival’s product while boasting about your own team’s vigilance. But he also admits it exposed weaknesses. This suggests the battle is less about pure model capability and more about the whole product offering—the interface, the integrations, the pricing, the developer ecosystem. It’s a war on multiple fronts. And in that kind of war, constant, structured panic might just be the only playbook.
