Plugins were a failure. GPTs are a little better, but I still don't see the product market fit. GPT-4 is still king, but not by that much any more. It's not even clear that they're doing great research, because they don't publish.
GPT-5 has to be incredibly good at this point, and I'm not sure that it will be.
Personally, the chat UI is the main limiting factor in my own adoption, because a) it’s not in the tool I’m trying to use, and b) it’s quicker for me to do the work than describe the work I need doing.