OpenAI has released a new feature that allows enterprise customers to customize its most powerful model, GPT-4o, using their own company data. The move comes as startups face increasing competition for artificial intelligence products and pressure on businesses to demonstrate the benefits of their artificial intelligence investments. OpenAI plans to unveil the customization feature, commonly known in the artificial intelligence industry as fine-tuning, on Tuesday. Fine-tuning allows existing artificial intelligence models to be trained on additional information on a specific task or subject area. The feature is new to OpenAI's flagship model, and Olivier Godement, OpenAI's head of API products, says the company wants to make it easier for customers to tweak their most powerful models by working directly with businesses, rather than using external services or less functional products. In order to fine-tune the model, customers must upload their data to OpenAI's servers. Training takes an hour or two on average, says John Allard, a software engineer at OpenAI who works on customization. Initially users can only fine-tune the model using text-based data, not images or other content.