The product people are building things, but OpenAI has literally been throwing stuff at the wall and it hasn't been sticking. They seem to be behind in terms of everything user interface. Canvas came after Anthropic had artifacts. Codex came after Anthropic had Claude Code.
Some of their researchers (okay one) have (has) stated they believe in interface work. That's because GUIs help engage the person beyond thought, and help the person work with more complexity (perception, physics, form, 3D). But they're playing catchup, or they're trying to incubate wins in science / math.