The single trendiest technology at the moment is AI, and the single trendiest AI is ChatGPT. Launched last November by startup-turned-for-profit-company OpenAI, ChatGPT has enthralled businesses and consumers alike with its simple chatbot interface and impressive ability to answer questions, write poetry and complete almost any other text-based task under the sun.

Within five days of launch, the AI model had reached 1 million users; by the end of January, it was seeing 100 million users. This number will likely continue to climb thanks to the recent release of its iOS application on the App Store and forthcoming app on Google Play.

And while it’s not a brand in the traditional sense, ChatGPT has nonetheless benefited from a marketing strategy fueled by enterprise partnerships, API availability and integrations with other services. Headlining these efforts is a feature called plugins, in which other brands can incorporate their services into ChatGPT’s interface. Many have already done so, including Lowe’s, Klarna and OpenTable, and more brands are applying for their own plugins every week.

“It will blow my mind if this [feature] isn’t used widely in every industry in the next 18 months,” David Sandström, chief marketing officer at buy now, pay later company Klarna, recently told Ad Age.